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论文编号：	7087
作者编号：	2120122781
上传时间：	2014/12/11 23:51:38
中文题目：	电视广告产品整合营销策略研究
英文题目：	The research of integrated marketing strategy to the advertisement product in the television media
指导老师：	李津
中文关键字：	电视媒体广告；整合营销战略；品牌
英文关键字：	television media advertising; integrated marketing strategy; brand
中文摘要：	随着中国媒体行业的市场演进和跨越式突破传播技术，媒介的经营环境正在发生深刻的变化，电视广告业务已从高增长低起点转换到高起点的“瓶颈”时期，再加上户外视频媒体,互联网的吸引力在整个市场逐渐加强,不禁让人怀疑是否传统媒体的强势地位岌岌可危?作者认为,其实不然。 然而，2012年电视媒体广告业务杀了个回马枪，广告增长率从4.5%一路上涨到6.4%，这要归功于各大电视媒体坚守“内容为王”的广告战略，《中国好声音》、《爸爸去哪儿》、《非诚勿扰》、《奔跑吧兄弟》等节目火爆银屏，再次获得了广告代理商、广告主的重视，广告刊例费随即水涨船高。 传统媒体并非迟暮，但是仅凭“内容优势”也不是长久之计，2014年电视广告增长率的继续下探，让各大媒体意识到不断创新“转型”才是这场利益盘整运动中的关键。同时依据习近平总书记在讲话中所指出的要着力打造一批新型主流媒体的要求，内外生存环境都有利于电视广告再展雄风。 作者从实际出发，结合理论指导实践，在研究整体电视广告现状的基础上,以天津卫视为例, 探讨了电视广告经营的整合营销传播模式的构建。本文共分六章。第一章为绪论,介绍选题背景、目的、意义、方法、结构以及内容; 第二部分为理论回顾；第三章为电视媒体的广告营销环境分析,用PEST分析和 SWOT、PEST、STP等IMC组合工具分析电视媒体广告业所处的内外环境,我国广告业在认清自身优势和劣势的条件下，如何利用外部环境，及时把握市场机会，进行准确地市场定位。第四章产品营销策略的电视广告媒体分析，利用整合营销传播理论，研究了电视广告业的整合营销传播策略。第五章阐述了天津卫视的广告整合营销传播模式的构建；第六章总结全文。
英文摘要：	With the gradual development of market of China's communications industry and revolutionary breakthrough in Communication technology, the ecological environment of the media business is undergoing profound change. Television advertising business has grown from a low starting point high growth into a high starting point of the "bottleneck" period, coupled with the pulling power of outdoor video media and the Internet is gradually strengthening on the whole market ,it can not help but make people doubt that whether the advantaged position of traditional media is firm. However, the 2012 TV media advertising growth rate rise from 4.5% to 6.4% all the way , thanks to the major television media stick to the advertising strategy of "content is king" .The programs such as "Chinese good voice", "where Dad to go "are hot , they are win the favor of advertisers、advertising agents, and the Advertisement fee rises at once. Traditional media is not dying, but the "content advantage" is not a long-term solution. The continuous innovation "transformation" is the key to this interest in the consolidation movement. At the same time, according to the General Secretary Xi emphasized "strive to build a new competitive type of mainstream media", the television media also need to build a new mainstream media with more innovation ".The internal and external environment are conducive to the TV advertising re-engineering. This article will discuss the prospects of development about traditional television media advertisement conformity marketing model and reform mode From the perspective of a staff who works at the television industry in six years .This article is divided into six chapters。The first chapter is introduction which introduces the research background and the topic that is proposed, and clarify the purpose、meaning、content and framework about this research。The second part describe the relevant theoretical knowledge to pave the way for the following analysis of the advertising and marketing。The third chapter is TV media advertising marketing environment analysis with PEST and SWOT analysis tool, It analysis of TV media advertising marketing external environment. The fourth chapter is the analysis of advertising and marketing tactics of the TV media, Based on the integrated marketing communication theory research integrated marketing communication theory research integrated marketing communication management mode in television advertisement product. The fifth chapter we elaborate the Tianjin TV advertisement conformity marketing strategy, which is instanced as the main argument basis。The sixth chapter summarizes the full text.
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