本文關(guān)鍵詞： 湖南電視劇頻道 營(yíng)銷(xiāo)策略 策略實(shí)施　出處：《湖南大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在湖南廣電不斷改革的背景下，，湖南電視劇頻道通過(guò)資源整合成為廣電旗下一家專(zhuān)業(yè)性頻道。自頻道正式成立以來(lái)，遇到了發(fā)展中的各種問(wèn)題與挑戰(zhàn)，如何對(duì)頻道進(jìn)行定位、如何科學(xué)有效地進(jìn)行頻道管理，如何最終提高頻道的市場(chǎng)競(jìng)爭(zhēng)力是我們經(jīng)常思考的問(wèn)題。在市場(chǎng)競(jìng)爭(zhēng)日益激烈的今天，將企業(yè)市場(chǎng)營(yíng)銷(xiāo)理論引入到傳媒領(lǐng)域是電視劇頻道加強(qiáng)自身管理建設(shè)的一項(xiàng)創(chuàng)新與嘗試。 本文首先對(duì)電視營(yíng)銷(xiāo)理論進(jìn)行了述評(píng)，在此基礎(chǔ)上提出了本文的研究思路與研究方法。其次，文章系統(tǒng)地分析了湖南電視劇頻道目前的運(yùn)營(yíng)管理現(xiàn)狀，著重探討了頻道現(xiàn)有資產(chǎn)、人力資源結(jié)構(gòu)、市場(chǎng)情況等，并利用波特五力模型分析了其面臨的競(jìng)爭(zhēng)因素，同時(shí)運(yùn)用SWTO分析了頻道面臨的各種優(yōu)勢(shì)和機(jī)會(huì)、劣勢(shì)和威脅，為更好地制定營(yíng)銷(xiāo)策略打下基礎(chǔ)。通過(guò)分析，我們認(rèn)為頻道營(yíng)銷(xiāo)策略應(yīng)該包括品牌營(yíng)銷(xiāo)、客戶(hù)關(guān)系營(yíng)銷(xiāo)、綠色營(yíng)銷(xiāo)和大眾傳媒營(yíng)銷(xiāo)四個(gè)方面。在營(yíng)銷(xiāo)策略的選擇與實(shí)施方面，我們采用三步走策略，第一步目標(biāo)是建立市場(chǎng)品牌，第二步目標(biāo)是完善經(jīng)營(yíng)管理，第三步目標(biāo)是全面提升形象。具體地，采用廣告營(yíng)銷(xiāo)打造品牌，采用加強(qiáng)成本管理和開(kāi)拓創(chuàng)新等多種途徑完善經(jīng)營(yíng)，用提高客戶(hù)服務(wù)質(zhì)量全面提升頻道形象。 本研究認(rèn)為電視劇頻道作為一家專(zhuān)業(yè)頻道的代表，其營(yíng)銷(xiāo)策略要根據(jù)頻道發(fā)展的實(shí)際情況及行業(yè)狀況的變化做出適當(dāng)調(diào)整，不斷調(diào)整頻道營(yíng)銷(xiāo)策略方案，才能使頻道在激烈的市場(chǎng)競(jìng)爭(zhēng)中保持優(yōu)勢(shì)。
[Abstract]:Under the background of the continuous reform of Hunan Radio and Television, Hunan TV channel has become a professional channel through the integration of resources. Since the establishment of the channel, it has encountered various problems and challenges in the development. How to locate the channel, how to manage the channel scientifically and effectively, and how to improve the market competitiveness of the channel is a problem we often think about. Today, the market competition is increasingly fierce. The introduction of enterprise marketing theory into the media field is an innovation and attempt to strengthen the management and construction of TV channel. This paper first reviews the theory of television marketing, and then puts forward the research ideas and research methods. Secondly, the article systematically analyzes the current situation of Hunan TV channel operation and management. This paper mainly discusses the channel's existing assets, human resource structure, market situation, and analyzes the competitive factors it faces by using Porter's five-force model. At the same time, it uses SWTO to analyze the various advantages and opportunities faced by the channel. Weaknesses and threats lay the foundation for better formulation of marketing strategies. Through analysis, we believe that channel marketing strategies should include brand marketing, customer relationship marketing. Green marketing and mass media marketing four aspects. In the choice and implementation of marketing strategy, we adopt a three-step strategy, the first step is to establish a market brand, the second step is to improve management. The third step is to promote the overall image. Specifically, advertising marketing is used to create brand, cost management is strengthened and innovation is developed, and channel image is improved by improving the quality of customer service. This study believes that TV channel as a representative of a professional channel, its marketing strategy should be based on the actual development of the channel and the changes in industry conditions to make appropriate adjustments, constantly adjust the channel marketing strategy. In order to make the channel in the fierce market competition to maintain an advantage.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G229.2-F

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