發(fā)布時間：2018-07-06 16:38

  本文選題：三網(wǎng)融合 + 高清互動電視��； 參考：《河南科技大學(xué)》2015年碩士論文

【摘要】：經(jīng)歷40多年的發(fā)展,我國有線電視事業(yè)從過去的黑白、無線電視發(fā)展到后來的彩色、有線電視,從以前的模擬電視發(fā)展到如今的數(shù)字電視。目前,標(biāo)清數(shù)字化電視正朝著高清、智能化、多用途電視的方向發(fā)展。隨著數(shù)字、網(wǎng)絡(luò)等信息技術(shù)的快速發(fā)展和普及應(yīng)用,電視更新?lián)Q代的速度越來越快,用戶規(guī)模不斷擴大,標(biāo)志著我國電視產(chǎn)業(yè)進(jìn)入又一個巔峰時段。我國的電視行業(yè)過去一直被有線網(wǎng)絡(luò)運營商壟斷,隨著三網(wǎng)融合政策的實施,有線網(wǎng)絡(luò)運營商面臨巨大挑戰(zhàn)。L公司作為洛陽本土有線網(wǎng)絡(luò)運營商,一方面要與本地的電信運營商分割市場,另一方面要和全國性的網(wǎng)絡(luò)電視、衛(wèi)星電視、電信IPTV等共同競爭,競爭局面非常復(fù)雜殘酷。目前,高清互動電視業(yè)務(wù)收入占L公司整體收入的70%,并且該業(yè)務(wù)也是未來有線電視業(yè)務(wù)的發(fā)展方向,在這樣的競爭環(huán)境下,L公司首先要制定新的高清互動電視業(yè)務(wù)營銷策略,提升產(chǎn)品和服務(wù)的競爭能力,才能保證公司持續(xù)發(fā)展。本文以L公司為研究對象,以營銷理論為依據(jù),研究制定L公司高清互動電視業(yè)務(wù)的營銷策略。首先,站在宏觀角度對整個公司的內(nèi)外部環(huán)境進(jìn)行了考察分析。對于企業(yè)營銷的外部環(huán)境,采用PEST模型進(jìn)行分析,并且運用EFE矩陣分析評價企業(yè)的威脅和機會。對公司的內(nèi)部環(huán)境,調(diào)研分析了企業(yè)的發(fā)展概況和人力資源現(xiàn)狀,并對公司營銷戰(zhàn)略進(jìn)行重點分析。其次,對公司的產(chǎn)品市場進(jìn)行調(diào)查和研究,分析產(chǎn)品在市場上的接受程度,并根據(jù)市場現(xiàn)狀,對不同人群的需求進(jìn)行市場細(xì)分,分為六大人群,分別結(jié)合他們對高清電視的需求和競爭對手的優(yōu)勢和劣勢,研究制定了公司高清互動產(chǎn)品的市場定位。最后,運用SWOT分析法,綜合分析了公司市場競爭的基礎(chǔ)和未來面臨的機遇和挑戰(zhàn),基于4P理論,從產(chǎn)品、價格、渠道和促銷四個方面,研究制定企業(yè)的營銷戰(zhàn)略,并針對具體問題提出了針對性的解決方案。
[Abstract]:After more than 40 years' development, China's cable television industry has developed from black and white, wireless television to later color, cable television, from analogue television to digital television. At present, standard-clear digital TV is developing towards high-definition, intelligent and multi-purpose TV. With the rapid development and popularization of information technology, such as digital and network, the speed of the upgrading of TV is becoming faster and faster, and the scale of users is expanding, which indicates that the TV industry of our country has entered another peak period. China's television industry has been monopolized by cable network operators in the past. With the implementation of the three-network convergence policy, cable network operators are facing enormous challenges as local cable network operators in Luoyang. On the one hand, it is necessary to separate the market with local telecom operators, on the other hand, it must compete with the national network television, satellite television, telecommunication IPTV and so on. The competition situation is very complicated and cruel. At present, high definition interactive TV business accounts for 70% of L company's overall revenue, and this business is also the future development direction of cable TV business. Under such a competitive environment, company L should first formulate a new marketing strategy for HD interactive television business. Improve the competitiveness of products and services to ensure sustainable development of the company. Based on the marketing theory, this paper takes L Company as the research object, studies and formulates the marketing strategy of HD interactive TV business of L Company. First of all, from the macro point of view, the whole company's internal and external environment were investigated and analyzed. For the external environment of enterprise marketing, pest model is used to analyze, and EFE matrix analysis is used to evaluate the threat and opportunity of enterprise. On the internal environment of the company, the development situation and human resource status of the company are analyzed, and the marketing strategy of the company is analyzed emphatically. Secondly, the company's product market is investigated and studied, and the acceptance of the products in the market is analyzed. According to the current situation of the market, the market segments of different people's needs are divided into six groups. According to their demand for HDTV and the advantages and disadvantages of their competitors, the market positioning of HD interactive products is studied. Finally, by using SWOT analysis, the paper comprehensively analyzes the basis of the company's market competition and the opportunities and challenges it will face in the future. Based on the 4P theory, it studies and formulates the marketing strategy of the enterprise from four aspects: product, price, channel and promotion. And put forward targeted solutions to specific problems.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G229.2-F;F274

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本文編號：2103454