本文選題：電視媒體　切入點：市場營銷戰(zhàn)略　出處：《福州大學》2010年碩士論文

【摘要】：隨著我國經(jīng)濟的高速增長和國家相關(guān)政策的放寬，，電視行業(yè)也進入了一個新的發(fā)展時代。電視由過去黨和國家的“喉舌”發(fā)展成為了人民群眾文化娛樂生活的重要組成部分。但是,電視行業(yè)的發(fā)展也帶來了電視頻道之間的激烈競爭.面對這樣日趨白熱化的競爭態(tài)勢，以往的片面重政治，輕市場、輕管理的運營模式已經(jīng)嚴重滯后于時代。能否準確地把握電視觀眾的消費需求，制定出合適的電視市場戰(zhàn)略計劃成為電視行業(yè)需要關(guān)注的問題。運用新型市場戰(zhàn)略理念，開展電視節(jié)目的市場營銷策略研究在當前則具有較強的理論價值和現(xiàn)實意義。 本文以國內(nèi)外電視媒體市場營銷戰(zhàn)略的相關(guān)文獻資料為依據(jù)，將廈門衛(wèi)視作為研究對象。廈門衛(wèi)視具有省級衛(wèi)視與城市臺的雙重特點，同時又是一個以地方方言為主的電視媒體，所以它所采取的市場營銷戰(zhàn)略很具有代表性和獨特性。廈門衛(wèi)視作為新成立的電視媒體，從成立伊始，就通過合理地市場定位在短時間內(nèi)迅速形成自身鮮明的頻道特色：閩南特色。廈門衛(wèi)視堅持“更包容，更開放”的經(jīng)營理念，利用其科技和硬件上優(yōu)勢，依托人才，以企業(yè)文化為導(dǎo)向，實施自己的品牌戰(zhàn)略。同時，廈門衛(wèi)視不斷的擴大與臺灣媒體的交流合作，倡導(dǎo)“首播劇、獨播劇”概念，引進臺灣閩南劇，譯制和投資拍攝閩南語電視劇，堅持獨特的電視劇戰(zhàn)略。利用已經(jīng)形成的品牌效應(yīng)，廈門衛(wèi)視開始嘗試廣告經(jīng)營機制和銷售方式上的創(chuàng)新，并取得了一定的成效。 本文首先通過對電視產(chǎn)品的特點和電視經(jīng)營的特征進行闡述，進而引出電視媒體市場營銷戰(zhàn)略的特殊性。文章的第三章通過SWOT分析，對廈門衛(wèi)視的外部環(huán)境和內(nèi)部條件進行總結(jié)。進而在第四章又重點對廈門衛(wèi)視的市場定位和受眾進行分析，從而深入地了解了廈門衛(wèi)視的頻道和節(jié)目定位的背景、原因和過程。從文章的第五章開始，著重從廈門衛(wèi)視的品牌戰(zhàn)略、節(jié)目設(shè)計戰(zhàn)略和廣告經(jīng)營戰(zhàn)略三個方面，對廈門衛(wèi)視的市場營銷戰(zhàn)略的基本情況進行論述。文章的最后部分，對廈門衛(wèi)視的市場營銷戰(zhàn)略進行總結(jié)并提出了改進的建議。 本文以戰(zhàn)略管理理論和現(xiàn)代市場營銷學為依托，綜合運用傳播學、經(jīng)濟學、營銷學、心理學等進行系統(tǒng)分析，通過對廈門衛(wèi)視的市場營銷戰(zhàn)略的研究，希望能為總結(jié)適合國內(nèi)電視媒體的市場營銷戰(zhàn)略提供借鑒和參考。
[Abstract]:With the rapid economic growth and relaxation of national policies, the television industry has entered a new era of development.Television has developed from the mouthpiece of the Party and the country into an important part of the people's cultural and recreational life.However, the development of the television industry has also brought fierce competition between television channels.In the face of this increasingly fierce competition situation, the past one-sided emphasis on politics, light market, light management operation model has seriously lagged behind the times.Whether we can accurately grasp the consumer demand of TV viewers and draw up a suitable TV market strategic plan has become a problem that the TV industry should pay attention to.It is of great theoretical value and practical significance to study the marketing strategy of TV programs by using the new market strategy.This paper takes Xiamen Satellite TV as the research object, based on the relevant literature of TV marketing strategy at home and abroad.Xiamen Satellite TV has the dual characteristics of provincial TV and city TV, and is also a local dialect based TV media, so its marketing strategy is very representative and unique.Xiamen Satellite TV, as a newly established TV media, from the beginning of its establishment, through a reasonable market orientation in a short period of time quickly formed its own distinctive channel characteristics: Minnan characteristics.Xiamen Satellite TV adheres to the management concept of "more inclusive and more open", utilizes its advantages in science and technology and hardware, relies on talents, and takes enterprise culture as the guide to implement its own brand strategy.At the same time, Xiamen Satellite TV has continuously expanded its communication and cooperation with Taiwan's media, advocated the concept of "premiere drama, single broadcast drama", introduced Taiwanese Minnan drama, translated and invested in Taiwanese TV series, and insisted on its unique TV drama strategy.Taking advantage of the brand effect, Xiamen Satellite TV began to try the innovation of advertising management mechanism and sales mode, and achieved certain results.Firstly, this paper expounds the characteristics of TV products and TV management, and then leads to the particularity of TV media marketing strategy.The third chapter summarizes the external environment and internal conditions of Xiamen Satellite TV through SWOT analysis.Then in the fourth chapter, the market orientation and audience of Xiamen Satellite TV are analyzed, and the background, reason and process of channel and program orientation of Xiamen Satellite TV are deeply understood.From the fifth chapter of the article, this paper mainly discusses the marketing strategy of Xiamen Satellite TV from three aspects: brand strategy, program design strategy and advertising management strategy.The last part of the article summarizes the marketing strategy of Xiamen Satellite TV and puts forward some suggestions for improvement.Based on the theory of strategic management and modern marketing, this paper makes a systematic analysis of communication, economics, marketing and psychology, and studies the marketing strategy of Xiamen Satellite TV.Hope to summarize the domestic TV media marketing strategy to provide reference and reference.
【學位授予單位】：福州大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G229.27-F

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本文編號：1709077