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论文编号：	12806
作者编号：	2320190530
上传时间：	2021/12/9 13:22:20
中文题目：	天津广播文艺频道(FM104.6)营销策略研究
英文题目：	Research on Marketing Strategy of 104.6FM Tianjin Arts and Culture Radio
指导老师：	刘建华
中文关键字：	天津文艺广播;媒体融合;音频产品;营销策略
英文关键字：	Tianjin Arts and Culture Radio;Media integration;Audio products;Marketing strategy
中文摘要：	当今国内新媒体发展迅猛，传统媒体面临多种挑战，转型势在必行。研究市场定位、研究营销策略选择是传统媒体传播正能量、持续发展的必由之路。媒体融合工作受到党中央的高度重视，建设全媒体成为一项紧迫任务。本文就以作者所在的天津广播文艺频道（FM104.6）（以下简称“天津文艺广播”）为对象，剖析传统广播媒体在服务、营销等方面的不足，探索生存发展的新空间和新方向。 传统广播媒体现在仍然拥有大批受众，短期内不会像纸媒那样迅速衰退，但是急需解放思想，开拓创新；新媒体平台虽然渠道发达、营销手段灵活，但是需要大量优质节目内容。同有合作需求的双方，在实际合作过程中却壁垒重重。正是在这样的大背景下，天津成立了全国第一家媒体融合中心——海河传媒中心，将广播、电视、报业、网络整合在一起，本文主要讨论的就是广播媒体如何在其中发挥自身优势、采用何种营销策略以及如何落地实施。文中这些设想得到了领导和市场的一些认可，部分方案已经开始运行，这对于目前处在整合过程中的全国各地媒体都具有一定的借鉴意义。 本文通过环境分析工具对国内传统广播媒体和天津文艺广播的竞争格局进行了分析，通过定位理论，明确了天津文艺广播的市场定位，特别针对音频产品的市场需求进行了充分的调研分析，主要针对天津文艺广播目前面临的问题探讨解决方案。由于传统主流媒体长期在市场上处于垄断地位，缺乏竞争意识，所以在媒体融合过程中暴露出目标受众不明确、不注重产品设计、形象刻板、成本核算粗放、服务不到位等方面的问题，本文就以问题导向的思路，结合营销组合策略相关理论，提出了适合天津文艺广播的营销策略和实施保障措施，并注重结合最新的市场调查数据，便于相关媒体参考借鉴。
英文摘要：	With the rapid development of new media in China today, traditional media are facing various challenges and transformation is inevitable. Research on market positioning and marketing strategy selection is the way for traditional media to spread positive energy and sustainable development. Media integration is highly valued by the Party Central Committee, and building all-media has become an urgent task. In this thesis, we analyze the shortcomings of traditional broadcast media in terms of service and marketing, and explore new space and direction for survival and development, taking 104.6FM Tianjin Arts and Culture Radio, where the author works, as an object. The traditional broadcast media still has a large audience and will not decline as quickly as the paper media in the short term, but it is in urgent need of emancipation and innovation; the new media platform has developed channels and flexible marketing methods, but it needs a lot of quality program content. Both sides have the same demand for cooperation, but in the actual cooperation process, there are many barriers. It is against this background that the first media integration center in China, Haihe Media Center, was established in Tianjin to integrate radio, TV, newspaper and internet. This thesis focuses on how broadcast media can play their own advantages in it, what marketing strategy to adopt and how to implement it on the ground. These ideas in the thesis have received some recognition from the leaders and the market, and some of the programs have already started to run, which has certain implications for media across the country that are currently in the process of integration. This thesis analyzes the competitive landscape of domestic traditional broadcasting media and Tianjin Arts and Culture Radio through environmental analysis tools, clarifies the market positioning of Tianjin Arts and Culture Radio through positioning theory, conducts sufficient research and analysis especially for the market demand of audio products, and discusses the current problems faced by Tianjin Arts and Culture Radio. Since the traditional mainstream media have long been in a monopoly position in the market and lack of competition awareness, problems such as unclear target audiences, lack of focus on product design, stereotypical image, sloppy costing and inadequate services are exposed in the process of media integration. In this thesis, we propose a marketing strategy and implementation guarantee measures suitable for Tianjin Arts and Culture Radio with the problem-oriented thinking and the theory related to marketing mix strategy. The thesis also focuses on combining the latest market survey data for the reference of related media.
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