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论文编号：	10241
作者编号：	2220150585
上传时间：	2018/6/14 11:28:27
中文题目：	天津广电网络电视互动广告业务发展战略研究
英文题目：	Research on The Development Strategy of Interactive TV Advertising Business in Tianjin Broadcast & TV Network
指导老师：	杨俊
中文关键字：	广电网络公司；网络电视互动；发展战略；广告业务；电视广告
英文关键字：	Radio and television network company；network TV interaction； development strategy；advertising business；TV advertising
中文摘要：	广电在传媒行业中具有较高的权威性，很多品牌广告都会选择广电系公司 投放广告，随着互联网信息技术的发展，互联网运用的普及，各种新媒体快速发 展，广告投放有了更多的选择，相比于广电系公司广告投放，新媒体客户体验优 质，能够精准投放，给广电系公司带来比较大的威胁。目前广电电视广告占据了 比较高的份额，但是广电网络的电视互动广告市场占有率比较低。广播电视网络 自成立以来一直以单向的广播电视业务为主，近年随着广电网络改造逐步成熟 后，才开始普及发展建立在网络之上的业务服务，而电信运营商由于网络设施搭 建起步较早，业务已经在事实上构成了对有线电视网络客户的分流，2016 年电 信运营商的 IPTV 收视市场份额达到 9.7%，这给广电网络公司的业务发展带来 非常大的威胁。因此，除巩固广电视频业务优势运营商的地位，做好围绕视频的 互动广告业务发展的规划研究势在必行。 本文对天津广播电视网络公司的电视互动广告业务发展策略展开研究，首 先，阐述国内广电网络公司有线电视的互动广告业务生存现状。其次，运用 PEST 分析模型、SWOT 分析法、波特五力模型分别分析天津广电网络有限公司电视互 动广告业务的环境所处、优劣机遇、竞争力。最终，剖析天津有线电视互动广告 运营的主要问题并提出电视互动广告业务的发展策略与实施方案。本文认为天 津市广电网络公司应该采用创新模式整合相关资源，重视科学方法对业务的影 响，加快对行业先进企业的学习。为此促进天津市广电网络互动电视广告业务发 展应该共建业务链条实现资源共享，搭建运营数据平台辅助发展及引进行业专 业人才传授经验。参考文献 35 篇。 本文的创新点是运用很多案例与天津广播电视网络公司的电视互动广告业 务进行对比，如 IPTV、OTT TV、歌华有线级华数 TV 等；本文运用 PEST 分 析、五力模型及 SWOT 等多种分析方法，对天津广播电视网络公司的电视互动 广告业务的宏观环境、竞争环境及微观环境进行分析；本文最后提出了促进天津 网络电视互动广告业务的发展战略与实践计划，为其他网络电视互动广告业务 发展有积极的借鉴意义。
英文摘要：	Radio and TV companies have a high authority in the media, and many brand advertisements will choose radio and television companies to put in advertising. With the development of Internet information technology, the popularization of the Internet, the rapid development of various new media, and more choices of advertising, compared to the advertisement of the radio and television company, the new media customer. The quality of testing can be accurately launched, which will pose a great threat to radio and television companies. At present, radio and TV advertising occupy a relatively high share, but the TV and interactive advertising market share is relatively low. Since its establishment, radio and television networks have been dominated by one-way broadcasting and television services. In recent years, with the gradual maturity of the radio and television network transformation, it began to popularize and develop business services built on the network, and the telecom operators started early because of the network facilities, and the business has already formed the cable TV network in fact. In 2016, the market share of telecom operators' IPTV ratings reached 9.7%, which posed a great threat to the development of radio and television network companies. Therefore, in addition to consolidating the position of operators of radio and TV video business, it is imperative to plan the development of interactive advertising business around video. In this thesis, the development strategy of TV interactive advertising business of Tianjin radio and television network company is studied. First, the present situation of the existence of the interactive advertising business of cable TV in China's Radio and television network company is expounded. Secondly, we use PEST analysis model, SWOT analysis method and Potter five force model to analyze the environment of TV interactive advertising business of Tianjin radio and television network Co., Ltd., advantages and disadvantages, advantages and disadvantages. Finally, it analyzes the main problems of the interactive advertising operation of Tianjin cable TV, and puts forward the development strategy and implementation plan of the interactive advertising business. This thesis believes that Tianjin radio and television network companies should adopt innovative models to integrate related resources, attach importance to the impact of scientific methods on business, and speed up the learning of advanced enterprises in the industry. In order to promote the development of Tianjin radio and television network interactive TV advertising business, we should build business chain to share resources, build the operation data platform and introduce the experience of introducing professional talents in the industry. 35 articles of reference. The innovation point of this article is to use many cases to compare the TV interactive advertising business of Tianjin radio and television network company, such as IPTV, OTT TV, gogoa and cable grade TV, etc. This article uses PEST analysis, five force model and SWOT and other analysis methods to the macro TV interactive advertising business of Tianjin radio and television network company. The environment, the competitive environment and the micro environment are analyzed. At the end of this thesis, the development strategy and practical plan of promoting the interactive advertising business of Tianjin network TV are put forward, which has a positive reference for the development of other network TV interactive advertising business. Key
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