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| 论文编号： | 6809 | |
| 作者编号： | 2120123000 | |
| 上传时间： | 2014/12/6 20:46:41 | |
| 中文题目： | 世通华纳青岛公司公交移动电视营销策略研究 | |
| 英文题目： | The Qingdao branch of Towona bus mobile TV marketing strategy research | |
| 指导老师： | 张永强 | |
| 中文关键字： | 世通华纳；公交移动电视；SWOT分析法；营销组合策略 | |
| 英文关键字： | Towona；Bus mobile TV；SWOT；Marketing mix strategy | |
| 中文摘要： | 公交移动电视以安装在公交车的电视（公交LED）做为媒体终端，通过插卡或无线发射形式将节目及广告内容在公交车电视上播出。公交移动电视内容主要以新闻资讯、体育娱乐、生活服务、公益节目为主，节目短但是信息量大，两个节目之间安排广告时段用于播出广告。作为一种新型媒体，公交移动电视虽然不同于传统报纸平面、广播、电视、户外，但仍不可避免的迎来了当前新旧媒体的混战时代。明确定位、寻找机遇、充分发展是公交移动电视发展的当务之急。世通华纳传媒控股有限公司（以下简称世通华纳）是目前中国最大的公交移动电视运营商，经过十年全国布局，世通华纳与各地广电、公交集团建立稳定的合作关系，共安装10万辆公交车、15万台移动电视终端，覆盖全国34个一二线城市及50多个三四线城市，建立了庞大的移动电视终端网络平台，每天影响中国亿万城市居民。本文以世通华纳青岛公司所负责开发的青岛市场为研究对象。针对世通华纳公交移动电视运营方面现状及存在的问题，采用定量、定性相结合的方法，运用SWOT分析法及迈克尔·波特的五力竞争模型，对青岛世通华纳公交移动电视自身的优劣势及面临的内外环境进行分析，找出公交移动电视在后续发展中的机会点。运用4P及4C营销理论，对青岛公交移动电视的市场表现及青岛广告市场进行分析，制定青岛世通华纳公交移动电视的市场营销策略及执行方案。本文公交移动电视这一新媒体的角度入手，通过对理论的综合运用及对企业内外的具体分析，制定适合新媒体的营销策略，对于同行业其他新媒体在新旧媒体的竞争中，寻找适合自身发展之路，有很强的现实性和可操作性。 | |
| 英文摘要： | Bus mobile TV will bus (LED TV screen) as the carrier, the transmission form by wireless video information on TV in the bus, show short, content in news and information, entertainment complex, living information, public welfare programs and special programs, programs broadcast commercials before arrangement. As different from the newspapers print, outdoor, radio, television, a new kind of media, inevitably, welcomed the new and old media era of melee, clear positioning, looking for opportunities, the full development is the priority in the development of mobile TV. Towona mobile TV media holdings co., LTD. (hereinafter referred to as Towona) is currently China's largest bus mobile TV media group. Hand in hand, today, Towona mobile TV China radio and television group in various provinces。 In this paper, Towona mobile TV media holdings co., LTD. Branch, Qingdao Towona mobile TV media co,. LTD. Is responsible for market development of Qingdao as the research object. For Towona mobile TV bus mobile TV operations present situation and existing problems, and by adopting the combination of quantitative and qualitative method, SWOT analysis and Michael porter's five competition model, the Qingdao Towona mobile TV bus mobile TV itself and the advantages and disadvantages in the face of internal and external environmental analysis, find out the bus mobile TV in the subsequent development of opportunity. Applying the theory of 4 p and 4 s marketing of past Qingdao bus mobile TV market performance and the advertising market is analyzed, to develop Qingdao Towona mobile TV bus mobile TV market marketing strategy and execution plan. In this paper, from the perspective of a new media, through the theoretical analysis and a large number of actual data analysis, suitable for the new media marketing strategies and in other new media industry in the old and new media competition, looking for a suitable for their own development path, has a strong feasibility and operability. | |
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