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论文编号：	3825
作者编号：	2120092694
上传时间：	2011/11/28 12:12:06
中文题目：	中国电视收藏栏目整合营销传播战略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy of Chinese Television Collection Program
指导老师：	申光龍
中文关键字：	电视收藏栏目 整合营销传播 利益相关者 品牌营销
英文关键字：	TV collection program Integrated marketing comunications
中文摘要：	摘 要所谓“盛世兴收藏”。随着20世纪90年代中后期中国经济的迅猛发展，普通民众的生活水平有了极大提高，民间资本有了一定积累，从而带动了中国民间艺术品收藏市场的复兴与繁荣。尤其是近几年来，人们开始大规模地涉足艺术品收藏和投资领域，再加上艺术品本身的稀缺性和不可复制性等因素，艺术品收藏迅速成为继房地产、股市之后的又一大投资热点。法国专业网站“艺术价格网”(Artprice.com)日前公布的数据显示，2010年中国艺术品拍卖成交额达31亿美元，占全球市场份额33%，成为世界第一。文物艺术品收藏市场的火热，收藏投资者收藏热情的提高，大量民间艺术珍品很难得到专业权威的鉴定，一些普通人想涉足文物艺术品收藏，但由于自身知识、经济条件的限制，往往有很多顾虑，这使得电视收藏栏目大量兴起。在各省市电视收藏栏目蓬勃发展的同时，很多问题相继产生。首先就是节目同质化严重，只要有一档节目做得出色，各个电视台就会模仿跟进，其中很多节目环节设置雷同，甚至有些节目存在刻意炒作和人为操控的现象。其次电视收藏栏目的娱乐化与文化传播方面如何平衡？一味追求文化的传播，会使电视收藏栏目处于“高处不胜寒”的境地，从而丢失大量观众。然而有些电视收藏栏目为了高收视，不惜抛弃栏目的文化传播责任，一味追求娱乐“低俗化”，这在一定程度上扰乱了收藏市场的正常秩序。在这种情况下，确立电视收藏栏目的核心理念，使电视收藏栏目的所有利益相关者不断保持循环互动态势，形成节目经典式流程，整合电视收藏栏目的传播策略，从而塑造电视收藏栏目品牌显得尤为重要。整合营销传播兴起于20世纪90年代，被誉为营销领域的革命，美国西北大学的Schultz, Don E教授的《整合营销传播》一书的面世可以说是这场运动的奠基之作。对于整合营销传播，不同的人有不同的解释。最初的研究局限于综合地协调地运用各种传播手段，传递本质上一致的信息，“以达到明晰的、一致的和最大化沟通效果”。而最新的整合营销传播理论研究发展为以由外而内(Outside-in)的观点为导向，在数据库技术的支持下，通过双向交流反映顾客及其他利害关系者的需求，整合、协调企业内外部的传播策略、活动和工具，以影响其行为，建立企业与顾客的长期友好的关系，实现企业与顾客双赢的新的整合营销传播理论框架。目前，整合营销传播理论日趋成熟，已经演化成为一种新的营销管理范式。本研究对整合营销传播理论、利害关系者理论、品牌营销理论的含义与优势充分认识与理解，目的在于更深层次地促进中国电视收藏栏目重视整合营销，充分掌握整合营销理念的精髓，以期达到提升中国电视收藏栏目整体管理水平；通过将整合营销传播理论及方法运用到中国电视收藏栏目运作当中，形成行之有效的中国电视收藏栏目的整合营销传播理论体系，以拓展整合营销理论的实践应用领域，并且加强理论在实践中的应用价值。本研究介绍了中国电视收藏栏目的现状、发展趋势，及存在问题，并且选取中国几档主要电视收藏栏目进行分析评价。然后运用PEST分析方法分析了中国电视收藏栏目的一般环境，对中国电视收藏栏目的国家政策环境、经济环境、社会文化环境、科学技术环境进行了详细的分析。运用波特的五力模型分析了中国电视收藏栏目的产业竞争环境。通过以上分析，本研究认为各个电视收藏栏目要在与其它竞争对手的竞争中赢得先机，需要将整合营销传播观念融入栏目的定位、制作、推广中，融入到栏目营销的各个环节中。这样才能以市场为导向，围绕受众，对各种资源进行全方位的凝聚组合，才能打造栏目的核心竞争力，才能在纷繁的媒介市场中争得一席之位，并保持持续发展，立于不败之地。本研究试图比较清晰地确定中国电视收藏栏目各利害关系者定位与构成，以及中国电视收藏栏目同各个不同类型的利害关系者之间的合作关系，并且提出中国电视收藏栏目主要利害关系者管理理论。随后本研究应用5Rs理论，提出中国电视收藏栏目的整合营销战略框架以及中国电视收藏栏目应用IMC的模型。结合中国电视收藏栏目的实际情况应用整合营销的迫切性，提出了中国电视收藏栏目的IMC应用模式，应用模式分为三部分：中国电视收藏栏目利害关系者数据库的建立，中国电视收藏栏目品牌的塑造和中国电视收藏栏目的整合营销传播战略管理。这个模式具有很大的可操作性，一些电视收藏栏目可以根据本栏目的实际情况略做修改后直接应用。本研究最后以天津电视台《艺品藏拍》栏目为例，介绍了《艺品藏拍》栏目的概况及栏目定位，提出了建立电视收藏栏目利害关系者数据库，以及品牌营销管理的概念，最终确立了《艺品藏拍》栏目应用IMC战略的流程。找到收视率、文化传播、娱乐化以及权威性之间的平衡点，塑造中国电视收藏栏目的品牌和整合中国电视收藏栏目的传播策略的应用模式，期望对中国电视收藏栏目的发展有所帮助。 关键字：电视收藏栏目 整合营销传播 利益相关者 品牌营销
英文摘要：	Abstract With the fantastic development of ecomomy in China,just after 1990s,the Chinese living level was improved obviously,abundant private capitals were accummulated.In recent years,more and more people set foot in the areas of art object collection and investment cosmically. Because of the art objects’ rarity and unreproducibility,this area has already become another investing hot spot besides real estates and stocks.The amount of public sale of a year is more than one hundred billion since recent year in China,and the civilian scale is much more than it.According to the data of website Artprice,the turn volume of pulic sale is more than 3 billion in China 2010,which account for 33% in the world.Even the heat in collection,most of the collectors can not identify their art objects by themselves due to the difficency of professional knowledge,so the TV collection program springs up massively. With the rapid development of collection program,some problem were produced accordingly.First is the severe homoginity.Once a programme was rather excellent,the other TV station simulated it soon,Even some links were speculated deliberately. The second question is how to balance the entertainment and culture dissemination of this TV programme.It may lost most of the audience due to the exorbitant pursuit of culture dissemination.On the other hand, the pursuit of audience rating could also led to ignore the culture and disturb the order of collection market which trigger the controversy in sequence.So it is very important to establish the core eidos of this TV program and integrate the strategy of dissemination which led to model the brand of collection program. Integrated marketing communications emerged in the 1990s and is known as a revolution in the marketing field. Northwestern University Professor Don E Schultz’s book "Integrated Marketing Communications: Pulling it Together" is rated as the cornerstone of movement. Different people have different understanding of IMC concept. Initial research is limited to comprehensive and coordinated use of various means of communication to convey essentially identical information "in order to achieve clarity, consistency and maximized communication results." The latest theory development of IMC is outside-in view oriented. It reflects the demand of customers and other stakeholders, integrates and coordinates internal and external communication strategies, activities and tools to influence customers and builds long-term relationship to get win-win result through two-way communication with support of database technology. In this study, the meaning and advantage of integrated marketing communication theory, stakeholder theory and brand marketing theory has been analyzed. The purpose is to promote China TV collection program’s integrated marketing in a deeper level, to master the concept of essence, in order to improve the overall management of China TV collection programs. It also aims to form an effective China TV collection program’s integrated marketing communication system by introducing the theory and method in order to develop practical applications and strengthen the application of theory. This study describes the current situation of China TV collection programs, trends, and problems, and selects several major programs for analysis and evaluation. PEST analysis method is used for analyzing the general environment, mainly on policy environment, economic environment, social and cultural environment, science and technology environment. The competitive environment is analyzed by Porter’s five forces model. With the analysis above, this study suggests that if the China TV collection program want to win the competition, it needs to integrate the theory of integrate marketing communication into positioning, production, promotion and every aspects of marketing. In this way, it can be market-oriented, focuses on the audience and integrates a variety of resources to build the core competencies. So that it could earn the seat in the numerous media market and maintain a sustainable development. This study attempts to identify more clearly the stakeholders’ positioning and composition of China TV collection programs, and the partnership between different stakeholders’ types, in order to summarize as stakeholders management theory. Then base on 5Rs theory, the strategic framework and IMC models are applied. The IMC model for China TV collection programs is divided into three parts: establish stakeholder’s database, branding and integrated marketing communications strategy management. This model is practical greatly, some TV collection programs can use it after modification base on the situations. The study finally use Tianjin TV “Yi Pin Cang Pai” as an example, introduced the overview and program positioning, proposed the establishment of stakeholder’s database, as well as brand marketing management concept, established the progress to apply IMC strategy. It also finds the balance among ratings, culture communication, entertainment and the authority to shape China TV collection programs’ branding and application of integrated strategies. It expects can help the development of the programs. Key Words: TV collection program Integrated marketing comunications Benefit correlation Brand marketing
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