【作者】 王蕾；

【导师】 郭新宝；

【作者基本信息】 河南科技大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 经历40多年的发展,我国有线电视事业从过去的黑白、无线电视发展到后来的彩色、有线电视,从以前的模拟电视发展到如今的数字电视。目前,标清数字化电视正朝着高清、智能化、多用途电视的方向发展。随着数字、网络等信息技术的快速发展和普及应用,电视更新换代的速度越来越快,用户规模不断扩大,标志着我国电视产业进入又一个巅峰时段。我国的电视行业过去一直被有线网络运营商垄断,随着三网融合政策的实施,有线网络运营商面临巨大挑战。L公司作为洛阳本土有线网络运营商,一方面要与本地的电信运营商分割市场,另一方面要和全国性的网络电视、卫星电视、电信IPTV等共同竞争,竞争局面非常复杂残酷。目前,高清互动电视业务收入占L公司整体收入的70%,并且该业务也是未来有线电视业务的发展方向,在这样的竞争环境下,L公司首先要制定新的高清互动电视业务营销策略,提升产品和服务的竞争能力,才能保证公司持续发展。本文以L公司为研究对象,以营销理论为依据,研究制定L公司高清互动电视业务的营销策略。首先,站在宏观角度对整个公司的内外部环境进行了考察分析。对于企业营销的外部环境,采用PEST模型进行分析,并且运用EFE矩阵分析评价企业的威胁和机会。对公司的内部环境,调研分析了企业的发展概况和人力资源现状,并对公司营销战略进行重点分析。其次,对公司的产品市场进行调查和研究,分析产品在市场上的接受程度,并根据市场现状,对不同人群的需求进行市场细分,分为六大人群,分别结合他们对高清电视的需求和竞争对手的优势和劣势,研究制定了公司高清互动产品的市场定位。最后,运用SWOT分析法,综合分析了公司市场竞争的基础和未来面临的机遇和挑战,基于4P理论,从产品、价格、渠道和促销四个方面,研究制定企业的营销战略,并针对具体问题提出了针对性的解决方案。更多还原

【Abstract】 After 40 years of development, China’s cable TV development from the past black and white, radio and television to color, cable TV, from the previous analog television to digital television now. At present, the standard definition digital television is in the direction of the hd, intelligent, multi-purpose TV development. With the rapid development of digital and network information technology and popularization application, TV updated faster and faster, with the user scale expands unceasingly, marked the TV industry of our country has entered a peak period of time again.China’s television industry has been monopolized by the cable network operators, as the triple play policy implementation, cable network operators face big challenges. L company as luoyang local cable network operators, on the one hand, with the local telecom operators market segmentation, on the other hand to national network TV, satellite TV, telecom IPTV and other common competition, competition situation is very complicated. Currently, high-definition interactive TV L company’s overall business accounted for 70% of revenue, and the business is the future development direction of cable TV business, in such a competitive environment, L must first develop new high-definition interactive television business marketing strategy, enhance competition ability of products and services, to guarantee the sustainable development of the company.Based on L company as the research object, based on marketing theory, study and formulate L high-definition interactive television business marketing strategy. First of all, to stand in the Angle of macroscopic inspects and analyzes the internal and external environment of the whole company. For the external environment of enterprise marketing, using PEST model is analyzed, and the use of EFE matrix analysis evaluation the threats and opportunities of the enterprise. On the investigation of the company’s internal environment, analyzes the general situation of the development of enterprises and human resources present situation, and focus on the company’s marketing strategy analysis. Secondly, for the company’s product market investigation and research, analysis of products on the market acceptance, and according to the market situation, the demand for different groups of market segmentation, is divided into six people, respectively, in combination with their demand for HDTV and competitor strengths and weaknesses, high-definition interactive study and establish the company product market positioning. Finally, SWOT analysis, the basis of comprehensive analysis on the company’s competition in the market and the future opportunities and challenges facing, based on the 4 p theory, from product, price, channel and promotion four aspects, study and formulate the marketing strategy of the enterprise, and puts forward corresponding solutions for specific problems.更多还原