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论文编号：	6822
作者编号：	2120123039
上传时间：	2014/12/7 10:25:51
中文题目：	TCL智能电视的渠道整合营销传播策略研究
英文题目：	A Study on TCL Smart Television’s Integrated Marketing Communications Strategy
指导老师：	申光龍
中文关键字：	TCL公司；智能电视；整合营销传播；营销渠道
英文关键字：	TCL Multi Media Co. Ltd.，Smart Television, Integrated Marketing Communications, Marketing Channel
中文摘要：	随着科学技术的进步和社会的发展，中国的彩电行业取得了长足的发展。彩电产品种类日益丰富、科技含量的日益提高，产品高度智能化和互联网化，改变了人们的生活品质和生活娱乐内容，愉悦了心情，陶冶了情操，同时，彩电行业的机遇引发更激烈的竞争，市场的提前透支,产能的过剩,更需要彩电企业自我定位，加强技术研发实力、提高产品质量、增强企业核心竞争能力的同时，必须掌握和正确运用科学的市场分析方法与营销策略，使企业长久的发展。尤其是消费群体的年代变换，新一代青年的迅速成长，将成为现在及未来的主力消费军，那么无论从产品，还是服务，还是营销手段，营销策略等，都要独树一帜，贴近消费者，让老的品牌年轻化，时尚化，国际化，与年轻的一代打成一片，同时随着微信，微博，移动互联行业的发展，新媒体与传统行业的整合营销传播就显得尤为迫切和必须。整合营销理论的发展是在市场经济日益变化复杂的情况下应运而生，从最初的只关注产品销售到重视顾客需求，从单一的策略研究到企业的战略化组织，从普通的促销手段到营销策略的组合,以及整合营销传播。这是一种管理的新范式，注重利益相关者的需求,与利益相关者建立并维持良好的关系为目的，采取由外及内的战略规划，强调企业快速反应能力，使之能适应动态的环境，获得持续性竞争优势。本论文对国内彩电市场的具体情况进行了详细的分析，结合IMC战略思想与彩电企业的特点，将4Ps与4Cs、5Rs理论有效融合，从以消费者需求为主的产品策略，以消费者成本为主的价格制定策略，以消费者便捷性为前提的渠道策略，与顾客有效沟通为前提的促销策略等多方面探讨了应对市场的营销组合策略和塑造独特的彩电品牌形象的IMC策略，旨在对彩电企业产生借鉴意义。
英文摘要：	With the progress of science and technology and the development of the society, has been a rapid growth of China's color TV industry. Color TV products increasingly rich, the technology content increasing, the products are highly intelligent and the Internet, changed people's life quality and life entertainment content, cheerful the mood, edify sentiment, at the same time, the opportunity of color TV industry caused more fierce competition, the market forward, overcapacity, need more color television enterprise ego orientation, strengthen technology research and development strength, improve product quality, the enhancement enterprise core competitive ability at the same time, must master and the correct use of scientific market analysis and marketing strategy, make the enterprise long-term development. Especially consumption group s transform, a new generation of rapid growth of the youth, will become a must. Integrated marketing theory is the development of changes in the market economy increasingly complex situations arises at the historic moment, from the initial focus on product sales to the customers' needs, from a single strategy research to the enterprise strategy of the organization, from the common promotion methods to the combination of marketing strategy, and integrated marketing communications. This is a new paradigm of management, pay attention to stakeholder needs, establish and maintain good relationship with stakeholders, for the purpose of taking by external and internal strategic planning, emphasis on enterprise rapid response ability, can adapt the dynamic environment, obtain sustainable competitive advantage. This paper on the specific situation of the domestic color TV market has carried on the detailed analysis, combined with the characteristics of IMC strategy thoughts and color TV enterprises, by applying the theory of 4 ps and 4 cs, 5 rs effective fusion, relying mainly on consumer demand from the product strategy, mainly consumer cost price strategy, on the premise of consumer convenience channel strategy, on the premise of effective communication with customers promotion strategy and other aspects discusses the response to market marketing mix strategy and unique color TV brand image from IMC strategy, aims to have significance on color TV enterprises.
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