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论文编号：	14448
作者编号：	2320190397
上传时间：	2023/12/20 16:30:31
中文题目：	天津IPTV广告业务营销策略优化的研究
英文题目：	Study on Optimization of Advertising Business Marketing Strategy for Tianjin Network Radio and Television Station
指导老师：	薛红志
中文关键字：	新媒体；IPTV；电视广告；营销策略
英文关键字：	New Media;IPTV;TV Advertising;Marketing Strategy
中文摘要：	截至2022年底，IPTV总用户数达3.49亿户，已经成为客厅大屏端规模最大视听平台的IPTV，正在遭遇着从量变到质变转进过程中的各种困境，其中商业模式的创新尤为紧迫，而发力广告业务正成为IPTV提升变现能力的方向之一。无论是IPTV的互动性、数据化等能力，还是其在用户数量、覆盖率和收视份额等方面表现出的亮眼成绩，都彰显了IPTV广告市场价值，甚至有相关机构给出百亿级价值预估，变现“钱”景可观。当前广电新媒体、运营商、营销商、数据方、广告主及代理机构等产业链上下游企业都开始关注并探索IPTV大屏广告价值。 天津IPTV作为海河传媒中心的下属单位，在开展广告业务以来，因新媒体平台特性及大数据的统计原因，IPTV从一开始就具有其他电视平台不具备的目标人群投放、用户收视行为统计等后台大数据功能，通过对用户收视行为的分析，来实现精准投放。但尽管如此，因营销策略的不足，IPTV目前依然面临着广告业务增长缓慢的窘境。本文通过理论分析，从产品的丰富优化、价格的灵活性、渠道的扩展、促销活动的运用以及对市场的精准分析与定位，对接下来天津IPTV广告业务的营销策略优化做出了一个初步设计，找到核心痛点，并制定相应营销策略对现有的业务进行优化，从而实现营销目标。 总体来说，根据IPTV广告业务现有的不足和缺陷去优化，是本文主要研究价值所在。从内容上看，文章可以给予天津IPTV广告业务的发展一些有建设性的建议，并且具有一定的实际意义。
英文摘要：	As ofthe end of 2022, the total number of IPTV users reached 349 million, making it the largest audio-visual platform on the large screen end of the living room. IPTV is facing various difficulties in the process of transitioning from quantitative to qualitative changes, among which innovation in business models is particularly urgent. Developing advertising business is becoming one of the directions for IPTV to enhance its monetization ability. Whether it is IPTV's interactive and data-driven capabilities, or its impressive performance in terms ofuser numbers, coverage, and viewership share, all demonstrate the market value of IPTV advertising. Some relevant institutions have even provided an estimated value of tens of billions of yuan, and the monetization prospects are considerable. Currently, upstream and downstream enterprises in the industry chain, such as radio and television new media, operators, marketers, data providers, advertisers, and agencies, are paying attention to and exploring the value of IPTV large screen advertising. As a subordinate unit of Haihe Media Center, Tianjin IPTV has had background big data functions such as target audience placement and user viewing behavior statistics that other TV platforms do not have since the beginning, due to the characteristics of new media platforms and the statistical nature of big data. Through the analysis of user viewing behavior, precise placement can be achieved. However, despite this, due to insufficient marketing strategies, IPTV still faces the dilemma of slow growth in advertising business. Through theoretical analysis, this article provides a preliminary design for optimizing the marketing strategy of Tianjin IPTV advertising business, identifying core pain points, and developing corresponding marketing strategies to optimize the existing business, based on the rich optimization of products, price flexibility, channel expansion, use of promotional activities, and precise analysis and positioning of the market. Overall, optimizing based on the existing shortcomings and deficiencies of IPTV advertising business is the main research value of this article. From the perspective of content, the article can provide constructive suggestions for the development of IPTV advertising business in Tianjin, and has certain practical significance.
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