I 摘要 近几年，新闻信息如同爆炸般增加，传媒行业有了快速发展，同时社会上也 出现了许多新媒体平台，这些平台吸引了很多用户，对传统电视媒 体造成很大的 影响。传统电视媒体的局限性在于运营模式比较单调，同时欠缺与用户的互动。 这些劣势使得传统媒体已经难以在当前传媒市场上维持原有的地位，所剩的优势 只 是官方媒体的地位，和曾经保留的老用户的资源。面临的经营压力很大，盈利 越来越困难。在这个现实情况下，国内很多地市级电视台开始了营销策略方面的 创新。本文结合了 吉林教育电视台的营销实际情况，对其营销策略进行了系统分 析研究。 文章首先对吉林教育电视台近年来的营销战略进行了概括，总结了采用这些 战略取得的成效，以及在当前 发展环境下遇到的困境；之后简单介绍了营销基础 理论、战略管理理论，并在这些相关理论的基础上，提出适合吉林教育电视台的 战略转型的研究思路；接下来从吉林教育电视 台发展现状、运营模式、营销模式 等实际情况进行分析，再运用 SWOT 等分析工具对电视台目前的营销环境进行分 析，并深入剖析当前电视台应用的营销模式在不断变化的环境 中的优势和局限性； 接下来提出在此条件下吉林教育电视台营销战略转型的具体实施方向，最后给出 一套吉林教育电视台营销战略优化的保障措施，在政治方面和制度方面对战 略转 型做好全面保障。为促进电视台成功实现营销策略，在激烈的市场竞争中寻求生 存提供一定的理论思路。 关键词： 吉林教育电视台，SWOT 分析，营销策略Abstract III Abstract In recent years, news information has exploded and the media industry has developed rapidly. At the same time, many new media platforms have emerged in society. These platforms have attracted many users and have had a great impact on traditional TV media. The limitation of traditional TV media lies in the relatively monotonous operation mode and lack of interaction with users. These disadvantages have made it difficult for traditional media to maintain their original position in the current media market. The remaining advantages are only the status of official media and the previous retention. Resources for old users. Faced with great operating pressure, it is increasingly difficult to make profit. In this reality, many local and municipal TV stations have begun to innovate in marketing strategies. This article combines the actual marketing situation of Jilin Educational Television Station and systematically analyzes its marketing strategy. The article first summarizes the marketing strategies of Jilin Educational Television Station in recent years, summarizes the results achieved by adopting these strategies, and the difficulties encountered in the current development environment. After that, it briefly introduced the basic marketing theory and strategic management theory, and on the basis of these related theories, put forward the research ideas suitable for the strategic transformation of Jilin Educational Television Station. Next, analyze the actual situation of Jilin Educational Television Station's development status, operation model, marketing model, and then use analysis tools such as SWOT to analyze the current marketing environment of the TV station, and analyze the current marketing model of the TV station in the ever-changing environment. The advantages and limitations. Next, it puts forward the specific implementation direction of the marketing strategy transformation of Jilin Educational Television Station under these conditions, and finally gives a set of guarantee measures for the optimization of the marketing strategy of Jilin Educational Television Station. The TV station successfully realized the transformation of marketing strategy and provided certain theoretical ideas for seeking吉林大学硕士学位论文 IV survival in the fierce market competition. Key words： Jilin Educational Television Station，SWOT analysis，Marketing strategy目 录 V 目 录 第一章 绪 论.........................................................................................1 1.1 研究背景及意 义.........................................................................1 1.2 研究内 容....................................................................................2 1.3 研究方法与技术路线 .................................................................3 第二章 相关理论基础及文献综述.......................................................5 2.1 新媒体概念与特征.....................................................................5 2.1.1 新媒体的概念 ...................................................................5 2.1.2 新媒体的特征 ...................................................................6 2.1.3 新媒体的传播特征描述 ....................................................8 2.2 市场营销的相关理论 .................................................................9 2.2.1 市场营销的概念................................................................9 2.2.2 市场营销的发展阶段......................................................10 2.2.3 市场营销的理论分 析......................................................12 2.3 国内外研究现状.......................................................................14 2.3.1 国内研究现状 .................................................................14 2.3.2 国外研究现状 .................................................................15 2.3.3 国内研究述评 .................................................................15 2.4 本章小结..................................................................................16 第三章 吉林教育电视台的营销现状与问题分 析...............................17 3.1 吉林教育电视台发展概述........................................................17吉林大学硕士学位论文 VI 3.2 吉林教育 电视台的营销现状介绍.............................................19 3.3 吉林教育电视台营销存在的问题及原因 .................................20 3.3.1 市场定位 不明确..............................................................20 3.3.2 营销管理不够明确规范 ..................................................21 3.3.3 受到较多的规章制度制约及营销策略保守.....................21 3.3.4 受限于体制和思维模式 ..................................................22 3.3.5 受体量的限 制难以与大媒体竞争....................................22 3.4 本章小结..................................................................................23 第 四章 吉林教育电视台营销环境及优劣势分析................................24 4.1 宏观环境分 析...........................................................................24 4.2 行业环境分 析...........................................................................26 4.2.1 潜在竞争者进入的风险 ..................................................26 4.2.2 购买者的讨价还价能力 ..................................................27 4.2.3 供应商的讨价还价能 力 ..................................................27 4.2.4 替代性产品的威胁程度 ..................................................28 4.2.5 现有的电视台的 同行竞争...............................................28 4.3 内部环境分析...........................................................................29 4.3.1 资源分析.........................................................................29 4.3.2 节目生产能力分 析..........................................................30 4.3.3 广告及创收能力分析......................................................30 4.4 SWOT 分析 ..............................................................................31 4.4.1 优势分 析.........................................................................31目 录 VII 4.4.2 劣势分 析.........................................................................32 4.4.3 机会分 析.........................................................................33 4.4.4 威胁分 析.........................................................................34 4.4.5 吉林教育电视台 SWOT 分析矩阵图...............................35 4.5 本章 小结..................................................................................35 第五章 吉林教育电视台营销策略制 定...............................................36 5.1 目标市场的选择与定位.................