在互联网蓬勃发展的时代,电信、电视、互联网融合趋势愈加明显,传统的传
媒集团也在进行业务转型,从单一的电视节目制作、传输到网络,数字电视平台推
送,移动终端推送等方式转型。业务的种类也从纯粹的电视节目到电视节目、广播
电台、网络节目于一体。为了更好的应对当前的市场环境,运营商须更多的做好渠
道建设,打造自己的品牌,用更好的服务赢得更多的客户。既要借助不断更新的信
息、网络技术手段提升硬件条件,又要充分利用营销、人才、企业文化等软实力
从营销的角度而言,可以构建全方位营销体系充分挖掘消费者的多样化需求,从消
极应对调整为主动出击,牢牢占据市场的主导地位
A传媒集团作为事业单位改革转型来的企业,在其发展的初期通过传统的电视、
广播节目经营获得了一定的资本积累。随着互联网时代的到来,数字传媒、人工智
能、移动互联产品快速发展,市场环境发生了巨大的变化,为了解这种变化对集团
营销是否形成威胁,本文采用个案分析的方法,对其营销状况展开了研宄。论文在
对相关营销理论进行简要阐述的基础上,首先对A传媒集团的营销现状进行了详细
描述,随后通过SWOT分析,指出A传媒集团现行营销策略仍偏于传统,尽管市场
环境发生了很大变化,但其营销策略还未作出调整,营销的效果欠佳。并基于前面
的分析,提出了提升A传媒集团营销实力的对策,即打造A传媒集团的全方位营销
策略。对于A传媒集团来说,全方位营销策略不仅能为一线员工顺利实现目标考核
提供更多的有益帮助,同时从长期来看,也能为集团的发展提供长足动力,助其在
＊
市场竞争中获得有利地位,并在传媒行业争取做到领先的位置,而且全方位营销策
略借助目前的网络技术以及不久的将来即将进入日常应用的人工智能技术,还能为
A传媒集团完善形象,提高其知名度起到助推作用
关键词:传媒集团;营销策略;网络媒体
I 硕士学位论文
MASTERS THESIS
ABSTRACT
At present, the market competition is increasingly fierce, more and more enterprises
introduce innovative ideas into new products while conducting traditional marketing. A
new marketing strategy with overall view is gradually introduced into the marketing
strategy of outstanding enterprises, which is called the omni-directional marketing.
Omni-directional marketing takes into consideration the following aspects, production
technique, innovation technology, advertising and marketing as one, pay attention to
the connection between each process in order to achieve omni-directional marketing.
In the Internet era, with the vigorous development of the Internet, the integration of
telecommunications, television and Internet becomes more obvious, traditional media
companies are undergoing the business transformation through the ways of the
production of TV programs, network transmission, the push of digital TV platform, and
mobile terminal. The types of business are from pure TV programs to the combination of
TV programs, radio programs and network programs. In order to better respond to the
current market environment, operators have to create more channels to build their own
brands, provide better service to win more customers. It is necessary to constantly update
the information and network technology to improve the hardware conditions, and make
full use of marketing, talents, corporate culture and other soft power. From the marketing
point of view, the operators can build omni-directional marketing system to fully tap the
diverse needs of consumers, changes their strategy from a negative response to a positive
response so as to firmly keep the dominant position in the market.
A Media Group, as an enterprise transformed from govemment-afFiliated institution
through reform, in the early stages of the development, through the traditional TV and
radio programs, obtained a certain amount of capital accumulation. With the rapid
development of the Internet, the market environment has undergone great changes,
digital media, artificial intelligence, mobile Internet products developed rapidly. This
paper takes A Media Group as the research object, using SWOT analysis, makes detailed
analysis on the current situation of A Media Group. It points out that A Media Group still
uses the traditional marketing methods, its marketing strategy has not been changed,
which leads to poor marketing effect. On this basis, the paper puts forward the
omni-directional marketing strategy for A Media Group, which can not only provide
more useful methods for frontline staff to achieve the target assessment smoothly, but
also provide great power for A Media Group in the long run, help it obtain a favorable
position in the market competition, keep the leading position in the media industry. With
the help of the network technology and artificial intelligence which will enter the daily
II 硕士学位论文
MASTER’S THESIS
application in the near future, omni-directional marketing can help A Media Group open
the market, improve the corporate image, promote its publicity. At the same time, it can
provide more useful marketing reference for A Media Group in the diversified
development.
Key words: media group; marketing strategy; network media
ill 硕士学位论文
MASTER&39;S THESIS
目录
^ ^ I
ABSTRACT II
1 ^ 1
1.1选题研宄的背景及意义U.1研究的背景U.2研宂的意义1.2国内外研宄现状1.2.1国外研宄现状1.2_2国内研宄现状1.3研宄的方法与框架1.3.1研究的方法1.3.2论文研宄的基本框架2相关理论概述 7
2.1全方位营销理论2.1.1全方位营销产生的缘由2.1.2全方位营销的优点2.1.3全方位营销的不足2.2经典营销理论2.2.1 4P 理论2.2.2 6P 理论2.2.3 4C 理论3 A传媒集团营销现状分析3.1 A传媒集团内部概况3.2 A传媒集团外部环境3.2_1政治法律环境3.2.2经济环境3.2.3文化环境3.2.4技术环境3.3 A传媒集团营销现状分析3.3.1 A传媒集团营销渠道
16 硕士学位论文
MASTER&39;S THESIS
3.3.2 A传媒集团的客户界定3.3.3 A传媒集团付费电视产品介绍4 A传媒集团现行营销状况的SWOT分析
22
4.1优势分析
22
4.2劣势分析
23
4.3机会分析
23
4.4威胁分析
24
4.5战略选择
25
5提升A传媒集团营销实力的对策
26
5.1实施全方位营销策略
26
5.2全方位营销方案设计思路
27
5.2.1坚持以客户为导向
27
5.2.2恪守渠道为王
27
5.2.3区分产品,科学分类
27
5.2.4根据市场搭建产品组合
28
5.2.5多板块发展以提高市场占有率
28
5.3全方位营销方案实施的保障
28
5.3.1加大A传媒集团网络媒体宣传力度
28
5.3.2优化A传媒集团的员工内部信息传播渠道
31
5.3.3完善A传媒集团舆情管控系统
32
5.3.4以人为本打造产品吸引客户
33
5.3.5造就一支复合型的营销团队
35
6结论与展望 36
规 37
^ 40 硕士学位论文
MASTERS THESIS
1绪论
在互联网蓬勃发展的时代,电信、电视、互联网融合趋势愈加明显,传统的传
媒集团也在进行业务转型,从单一的电视节目制作、传输到网络、数字电视平台推
送、移动终端推送等方式转型。业务的种类也从纯粹的电视节目到电视节目、广播
电台、网络节目于一体。在我国电视电信领域,移动运营商除了提供基础的移动通
信服务还涉足诸多的网络、宽带业务,包括提供数字信息等。同时市场上提供该项
服务的运营商及传媒集团较多也就不会形成市场的垄断局面,客户在业务的选择上
更有自主性,对于运营商则充满了更多的挑战
为了更好的应对当前的市场环境,运营商须更多的做好渠道建设,打造自己的
品牌,用更好的服务赢得更多的客户。既要借助不断更新的信息、网络技术手段提
升硬件条件,又要充分利用营销、人才、企业文化等软实力。从营销的角度而言,
可以构建全方位营销体系充分挖掘消费者的多样化需求,从消极应对调整为主动出
击,牢牢占据市场的主导地位
1.1选题研究的背景及意义
1.1.1研究的背景
企业的发展依赖于创新思维,而创新不仅可以是产品生产与研发上的创新,也
可以是创意和理念上的创新,同样的产品好的营销、好的宣传可以使得产品大卖,
不懂营销仅有产品难以在市场竞争中取胜。当然要在激烈的市场竞争中取胜,营销
的制定也须进行详细的市场调研并合理规划。营销既是经营的一种艺术也是一门科
学。看似简单的营销在不同的企业表现迥异,而企业所处的环境无论是政策环境还
是交易环境都会随经济的发展而变化,若是持一层不变
==>>