S公司业务转型策略分析.pdfVIP

摘 要 S 公司是学龄前儿童及家庭付费电视频道Ubaby 的独家运营商，2009 年整体 频道升级，在众多以家长收视为主的育婴类频道及以孩子收视为主的少儿类频道 中脱颖而出。但与市场反馈形成鲜明对比的却是频道运营的惨淡，由于受付费电 视频道的播出政策限制，只能以收视费为主要营收来源，频道运营入不敷出，创 收方式比较单一、政策限制无法播出营利性广告、运营成本升高等一系列问题， 都成为Ubaby 频道是否可以继续运营下去的难题。 新媒体时代的到来，为用户提供了多种终端收视的体验，对于付费电视媒体 来讲，是挑战也是机会，观众收视习惯的改变、市场性驱动、技术革新等多种因 素正加速传媒生态的变化。各家付费电视频道均在积极拓展新的业务模式。如果 把电视内容作为一个产品，那么基于传统营销理论STP、4P、4C 只能解决基于电 视内容运营层面的问题，但在新媒体时代，构建以内容为核心全媒体覆盖的格局， 同时，发展从线上电视节目运营到线下衍生品全产业链的O2O 闭环营销，打造跨 媒体、跨平台、跨产业的网络经济布局，将是付费电视频道提升竞争力，实现转 型战略目标的重要一步。 本文综合采用了PEST、SWOT 分析等理论和方法，并充分结合付费频道的行 业背景和业务实践经验，分析了S 公司全产业链布局的机会与挑战，并对内容运 营、品牌推广、产业链创新营销等方面进行了深入剖析和研究并给出具体建议。 关键词：付费电视，新媒体，儿童产业 I Abstract S company is the exclusive operator of the Ubaby Pay-Tv which focus on the preschool children and families. In 2009, the Ubaby Pay-Tv completed the overall upgrade. It stands out among the industries. But the main profit source was license fee, series of problems like the single revenue way, policy constraints, no commercial advertising and high costs decided the Ubaby TV ’s future. New media age offers the end-user customer more experience. For the Pay-Tv media, the age is a challenge and an opportunity. The viewing habits changed, marketability drive technical innovation forced the media and ecological change. Now all the Pay-Tvs are developing new business features. If the TV program content as a product, the traditional marketing theories like STP, 4P, 4C only can solve the Operating level problem. But in new media age, the new pattern coverage with content as the core. At the same time, developing on-line TV program operation to off-line derivatives, to realize the O2O industry chain and try to create the layout of economy which cross the media, platform and indust