江苏卫视晚间阶段营销策略研究.docVIP

本科毕业论文 题 目 江苏卫视晚间阶段营销策略探究 系 别 管理系 专业班级 市场营销0701班 姓 名 许淑鑫 指导教师 曹家为 2011年 5月 12 日 内容摘要 “入世”以来，新媒体的竞争压力日益加剧，全球化的脚步逐年加快，而广电自身频道数量的扩张，数字电视大面积的推广，使得电视真正进入了频道过剩时代。电视频道在体制上、盈利模式上、社会影响力上，所拥有的垄断地位正在被消除。盈利模式上的单一，收视率指标的压迫又使多数电视媒介转向对大众目标的追求；体制政策上的摇摆导致了频道竞争主体地位的缺失，诸如此类使得频道发展在实践中屡陷困境。然而江苏卫视进行了两次大规模的改版，每次“开刀”都以超凡脱俗的表现给人们带来惊喜，为中国电视走出纯专业化误区，追求特色化生存、差异化竞争是中国目前频道发展不可逾越的阶段提供了有力的证明。在江苏卫视的快速发展进程当中有很多值得借鉴和改进的地方。 全文在对江苏卫视晚间阶段营销策略研究中，运用PEST、五力模型、SWOT对江苏卫视做了一定的分析。以江苏卫视的营销策略为基础，对江苏卫视晚间阶段营销策略提出改进建议。 关键词：江苏卫视；晚间阶段；营销策略 Abstract WTO has been new media, increasing competitive pressures, globalization, the pace of increase and speed up, while the radio and the expansion of its number of channels, digital TV promotion of a large area, making the TV into the channel of excess real time. TV channels in the system, the profit model, social influence, which has a monopoly position is being eliminated. Single profit model, the ratings index of oppression and that the majority of the television media turn to the pursuit of public goals; institutional policies swing led to the absence of the dominant position of channel competition, and so makes the channel the development of depression in the practice of repeated difficulties. However, Jiangsu Satellite TV conducted two large-scale revision, each cut the performance of all the vulgarity surprise to people, out of pure professionalism for the Chinese TV misunderstanding, the pursuit of survival characteristics, the difference is currently the channel competition insurmountable stage development provides a strong proof.  Full text of Jiangsu TV, Marketing Strategy on the night stage, the use of PEST, Five Forces model, SWOT, Jiangsu Satellite TV to do some analysis. Jiangsu TVs marketing strategy is based on Jiangsu TV evening stage marketing strategy for improvement. Key words：Jiangsu TV ；Evening stage； Marketing strategy 目 录 一、绪论 1 （一）研究背景 1 （二）选题目的及意义 1 （三）研究内容、方法及框架