【摘要】：交互式網(wǎng)絡(luò)電視業(yè)務(wù)是將互聯(lián)網(wǎng)和傳統(tǒng)電視業(yè)務(wù)相結(jié)合的一種新興業(yè)務(wù)，在近些年，交互式網(wǎng)絡(luò)電視業(yè)務(wù)在中國發(fā)展迅猛，吉林聯(lián)通也想抓住這個商機，從而通過發(fā)展交互式網(wǎng)絡(luò)電視業(yè)務(wù)提高企業(yè)收益。如何在交互式網(wǎng)絡(luò)電視激烈的市場競爭中占取先機，從而提高用戶對交互式網(wǎng)絡(luò)電視業(yè)務(wù)的關(guān)注度和忠誠度，是吉林聯(lián)通需要深刻思考的。本文的目的是從吉林聯(lián)通交互式網(wǎng)絡(luò)電視目前營銷現(xiàn)狀、存在問題對其目標市場重新定位從而制定對于目標市場的營銷方案來提升吉林聯(lián)通在交互式網(wǎng)絡(luò)電視市場的核心競爭力，推動互聯(lián)網(wǎng)增值業(yè)務(wù)的進一步發(fā)展。 本文共分四個部分：首先，本文介紹了研究背景、研究意義、研究內(nèi)容和方法。其次，介紹了吉林聯(lián)通公司概況，分析了吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)現(xiàn)狀、營銷現(xiàn)狀、存在問題和成因。第三，通過對吉林聯(lián)通交互式網(wǎng)絡(luò)電視市場細分，明確了吉林聯(lián)通交互式網(wǎng)絡(luò)電視的目標市場，確定了交互式網(wǎng)絡(luò)電視的市場定位，即：城市中喜愛收看影視劇和網(wǎng)絡(luò)互動的用戶、農(nóng)村具備網(wǎng)絡(luò)接入條件的用戶、相關(guān)行業(yè)用戶。而對于行業(yè)客戶來說：酒店、賓館等是吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的重要客戶。第四，針對吉林聯(lián)通交互式網(wǎng)絡(luò)電視在營銷中存在的四個主要問題：即目標客戶定位不準確，導致營銷效果不明顯；產(chǎn)品單一，沒有及時推出新產(chǎn)品，消費者選擇有限；定價策略有誤，調(diào)整價格前沒有做好充分的調(diào)查；營銷團隊沒有經(jīng)驗，沒有及時、全面的開展營銷活動等問題。運用市場營銷理論對吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)進行重新定位。通過調(diào)整并優(yōu)化營銷方案，在產(chǎn)品方面，，以發(fā)展視頻為主，增值產(chǎn)品為輔，為吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)目標市場用戶提供集點播、直播、回放以及豐富的增值產(chǎn)品如互動游戲和卡拉OK等業(yè)務(wù)，滿足不同用戶的需求；價格方面，針對不同受眾群體，制定出多種套餐以滿足不同用戶的需求套餐，另外在交互式網(wǎng)絡(luò)電視發(fā)展的不同時期，對產(chǎn)品定價也有差異性調(diào)整；市場推廣方面，通過定期活動促銷，現(xiàn)場發(fā)布等促進交互式網(wǎng)絡(luò)電視業(yè)務(wù)發(fā)展；渠道方面，將自有渠道和社會渠道相結(jié)合，以發(fā)展自有渠道為主社會渠道為輔，提升營銷能力，形成覆蓋廣泛的渠道網(wǎng)絡(luò)。使得營銷團隊對產(chǎn)品、定價、市場推廣、渠道四個營銷策略有更深層次的理解，進而實現(xiàn)交互式網(wǎng)絡(luò)電視業(yè)務(wù)的穩(wěn)定發(fā)展。 本文通過分析吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的發(fā)展現(xiàn)狀、存在問題重新定位目標市場并且針對目標市場提出了產(chǎn)品、資費、渠道、促銷相關(guān)營銷策略，為吉林聯(lián)通交互式網(wǎng)絡(luò)電視業(yè)務(wù)的發(fā)展提供參考。
[Abstract]:Interactive network TV service is a new business that combines Internet and traditional TV service. In recent years, interactive network television business has developed rapidly in China. Jilin Unicom also wants to seize this business opportunity. Thus, through the development of interactive network television business to improve corporate income. How to take the lead in the fierce market competition of interactive network TV, so as to improve the attention and loyalty of users to interactive network TV business, is a matter of deep consideration for Jilin Unicom. The purpose of this paper is to analyze the current marketing situation of Jilin Unicom Interactive Network TV. In order to promote the core competitiveness of Jilin Unicom in the interactive network TV market and promote the further development of Internet value-added business, the problems exist in repositioning the target market and formulating the marketing plan for the target market in order to enhance the core competitiveness of Jilin Unicom in the interactive network television market. This paper is divided into four parts: first, this paper introduces the research background, research significance, research content and methods. Secondly, it introduces the general situation of Jilin Unicom Company, analyzes the current situation, marketing status, problems and causes of Jilin Unicom Interactive Network TV Service. Thirdly, by subdividing the interactive network television market of Jilin Unicom, the target market of Jilin Unicom interactive network TV is clarified, and the market orientation of interactive network television is determined. That is: users who like watching movies and TV plays and network interaction in cities, users with network access conditions in rural areas, and users in related industries. For industry customers: hotels, hotels and other Jilin Unicom interactive network television business is an important customer. Fourth, aiming at the four main problems of Jilin Unicom interactive network TV in marketing: the target customer orientation is not accurate, the marketing effect is not obvious, the product is single, the new product is not introduced in time, the consumer choice is limited; The pricing strategy is wrong, the price adjustment is not done well before the investigation; the marketing team has no experience, is not timely, comprehensive marketing activities and other issues. Use marketing theory to reposition Jilin Unicom interactive network TV service. Through the adjustment and optimization of marketing programs, in the product aspect, to develop video as the main, value-added products as a supplement, for Jilin Unicom interactive network television business target market users to collect on demand, live broadcast, Replay and rich value-added products such as interactive games and karaoke to meet the needs of different users; price, for different audience groups, develop a variety of packages to meet the needs of different users, In addition, in different periods of the development of interactive network television, the pricing of products has also been adjusted differently; in terms of market promotion, promoting the development of interactive network TV business through regular activities, on-site distribution, etc.; channels, Combining the self-owned channel with the social channel, to develop the self-owned channel as the main social channel, to promote the marketing ability, and to form the extensive channel network. It makes the marketing team have a deeper understanding of the four marketing strategies of product, pricing, marketing promotion and channel, and then realize the stable development of interactive network TV business. Based on the analysis of the current situation of Jilin Unicom interactive network TV service, this paper reorientates the target market and puts forward some marketing strategies for the target market, such as product, tariff, channel and promotion. It provides reference for Jilin Unicom interactive network TV service development.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F626;F274

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