吉林教育电视台市场营销路径探究,mba市场营销论文.docx
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1、吉林教育电视台市场营销路径探究,mba市场营销论文最近几年,新闻信息好像爆炸般增加,传媒行业有了快速发展,同时社会上也出现了很多新媒体平台,这些平台吸引了很多用户,对传统电视媒体造成很大的影响。传统电视媒体的局限性在于运营形式比拟单调,同时欠缺与用户的互动。这些劣势使得传统媒体已经难以在当下传媒市场上维持原有的地位,所剩的优势只是官方媒体的地位,和曾经保存的老用户的资源。面临的经营压力很大,盈利越来越困难。在这个现实情况下,国内很多地市级电视台开场了营销策略方面的创新。本文结合了吉林教育电视台的营销实际情况,对其营销策略进行了系统分析研究。 文章首先对吉林教育电视台近年来的营销战略进行了概括,
2、总结了采用这些战略获得的成效,以及在当下发展环境下碰到的窘境;之后简单介绍了营销基础理论、战略管理理论,并在这些相关理论的基础上,提出合适吉林教育电视台的战略转型的研究思路;接下来从吉林教育电视台发展现在状况、运营形式、营销形式等实际情况进行分析,再运用SWOT等分析工具对电视台当前的营销环境进行分析,并深切进入分析当下电视台应用的营销形式在不断变化的环境中的优势和局限性;接下来提出在这里条件下吉林教育电视台营销战略转型的详细施行方向,最后给出一套吉林教育电视台营销战略优化的保障措施,在政治方面和制度方面对战略转型做好全面保障。为促进电视台成功实现营销策略,在剧烈的市场竞争中寻求生存提供一定的
3、理论思路。 本文关键词语: 吉林教育电视台,SWOT分析,营销策略。 Abstract In recent years, news information has exploded and the media industry has developed rapidly. At the same time, ma ny new media platforms have emerged insociety. These platforms have attracted many users and have had a great impact on traditional TV media.
4、The limitation of traditional TV media lies in the relatively monotonous operation mode and lack of interaction w ith users. These disadvantages have made it difficult for traditional media to maintain their original position in the current media market. The remaining advantages are only the status
5、of official media and the previous retention. Resources for old users. Faced with great operating pressure, it is increasingly difficult to make profit. In this reality, many local and municipal TV stations have begun to innovate in marketing strategies. This article combines the actual marketing si
6、tuation of Jilin Educational Television Station and systematically analyzes its marketing strategy. The article first summarizes the marketing strategies of Jilin Educational Television Station in recent years, summarizes the results achieved by adopting these strategies, and the d ifficulties encou
7、ntered in the current development environment.After that, it briefly introduced the basic marketing theory and strategic management theory, and on the basis of these related theories, put forward the research ideas suitable for the strategic transformation of Jilin Educational Television Station. Ne
8、xt, analyze the actual situation of Jilin Educational Television Station s development status, operation model, marketing model, and then use analysis tools such as SWOT to analyze the current marketing environment of the TV station, and analyze the current marketing model of the TV station in the e
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