DT公司OTT+业务的营销策略研究

【作者】 张倩倩；

【导师】 李金生；

【作者基本信息】 南京师范大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 合适的营销策略是DT公司发展OTT+业务的关键。针对DT公司发展OTT+业务的营销策略,本文对国内外新媒体电视的研究成果进行了理论综述,并探寻了研究的相关理论基础。针对DT公司面临的市场环境,运用宏观环境、微观环境以及SWOT分析法,梳理了DT公司在OTT+的发展上的优势、劣势、机会和威胁,明确了发展OTT+的前景以及面临的问题。结合DT公司的发展OTT+特点和实际情况,在DT公司原有营销策略的基础上,本文从产品、价格、促销和分销渠道等方面进行阐述。通过对DT公司营销策略中存在的问题及其成因的深入剖析,本文认识到DT公司目前的营销渠道、业务营销在OTT+的导入期陷入困境。同时,寻找到影响用户活跃度、宣传推广的品牌效果,产品认知度的原因,结合目前DT公司内部的营销渠道、OTT+的业务实际问题,提出创新扩散阶段性营销策略,全媒体宣传营销策略,多元化的产品定位策略等,最后提出了上述营销策略的保障措施。本文构建DT公司的营销策略以及保障措施,解决了DT公司存在的发展OTT+过程中的现实问题,势必将提高DT公司OTT+业务的营销效率；推动了DT公司的快速占领OTT+市场,同时也为同类公司提供了参考与借鉴。更多还原

【Abstract】 Effective marketing strategy is the key to the development of DT OTT+ business. Marketing strategy for DT Company to develop OTT+ business. In this paper, the research results of new media TV at home and abroad are reviewed, and the theoretical basis of the study is also explored. For DT company’s market environment, the use of macro environment, micro environment and SWOT analysis, the DT company in the development of OTT+, the advantages, disadvantages, opportunities and threats, the development of OTT+’s prospects and problems. With the development of DT Company, the characteristics and the actual situation of OTT+ Company, based on the original marketing strategy of DT Company, from product, price, promotion and channel, and so on. Through in-depth analysis of the problems and causes in the marketing strategy of DT Company, we recognize that the current marketing channels of DT Company, business marketing in the OTT+ of the introduction period into trouble. At the same time, to find the impact of user activity, publicity and promotion of brand effect, product awareness reasons, combined with the current DT Company’s internal marketing channels, OTT+’s business problems, proposed to implement the product positioning strategy, the full media marketing strategy, a diversified market positioning strategy, and finally proposed the security measures of the above marketing strategy. This paper constructs the marketing strategy of DT Company and safeguard measures to solve the problem of the development of DT Company in the development of OTT+ process, it is bound to improve the marketing efficiency of OTT+ DT Company’s business. Promote the rapid occupation of DT Company OTT+ market, but also for the same OTT+ content providers, operators to provide a reference and reference.更多还原