营销环境论文：案例研究：江苏卫视《非诚勿扰》营销传播策略.docVIP

营销环境论文：案例研究：江苏卫视《非诚勿扰》营销传播策略 【中文摘要】本研究的对象是江苏卫视的“大型相亲真人秀”《非诚勿扰》节目,以下简称《非诚勿扰》。本案例研究运用了战略管理学和营销传播学等方面的理论,从营销环境和传播策略的各个方面,对《非诚勿扰》进行了详细的介绍和分析总结,并以此为依据,找出该节创新点和不足之处,对其提出建议。本文首先对《非诚勿扰》案例正文进行了介绍,概述了节发展史、广告商、主持人、收视率等现状;然后通过对宏观环境、竞争环境、需求环境以及SWOT分析模型,了解该节目所处的内外环境、竞争压力、自身的优势与劣势以及所面临的机会与威胁。通过这些分析,为下文的营销策略提供了全面、综合的依据。在以上分析基础上,运用STP模型对《非诚勿扰》的细分市场进行选择和定位,并通过4P模型分析其营销整合策略,着重对它的话题营销、网络互动营销、品牌营销三大主要传播策略进行回顾和归纳总结。《非诚勿扰》主要是运用媒体的力量以及消费者的口碑,让媒体的产品或服务成为消费者谈论的话题,就此形成关注以达到营销推广的效果;其次,利用互联网的普及和网络贴吧的讨论平台,把网络媒体互动营销与电视媒体进行有机整合;并利用良好的品牌策划打造了其收视神话。对本案例的研究不仅对于我们了解和掌握不同的营销传播策略优化整合,学习优秀的节目策划方案提供的理论和实践依据;对于同类电视节策划起到了积极的参考作用;同时,对于企业的营销创新和传播策略多元化整合都有着重要的借鉴意义。 【英文摘要】The object of this study is of Jiangsu TV “If You Are the One” Program, here referred to as “If You Are the One” Program.This case full use of strategic management and marketing communication theory, from the program抯 marketing environment and communication strategies in all aspects of the detailed description and analysis summary. On this basis, identify the progr、am抯 innovations and problems, and then make recommendations.This paper first introduces the background of the case, an overview of the history of the program, advertisers, host, ratings and other status. Then through the macro environment, competitive environment, demand environment and SWOT analysis model, to understand the program in which the internal and external environment, competitive pressures, its own strengths and weaknesses and the opportunities and threats facing. To provide the complete and comprehensive basis for the program抯 marketing strategies through these analyse.Based on above analysis, we use STP Model to select the market segments and positioning, then use 4P Model to analyse its integrated marketing strategy, and focus on three main marketing communication strategies, they are the topic of marketing, interactive marketing and brand marketing.This program is mainly use the power of media and consumer word of mouth, and let the media product or service become