【TVWORK】萬方數據ZJ廣電網絡公司寬帶業務營銷策略研究

萬方數據 ZJ 廣電網絡公司寬帶業務營銷策略研究 II Dissertation Submitted to Hebei University of Technology for The Master Degree of Business Administration RESEARCH OF BROADBAND BUSINESS MARKETING STRATEGY OF ZJ TV WORK COMPANY by MA YUN Supervisor: Associate Prof. Chen Zhaoyang December 2013 萬方數據萬方數據萬方數據萬方數據河北工業大學工商管理碩士(MBA) 學位論文 i 摘 要 三網融合大背景之下,廣播電視、電信和互聯網這三張獨立的信息網,已經在業務層面逐漸趨同,這也是全球信息產業發展的大方向。隨著201 3 年8 月份,國務院連續發布《國務院關于促進信息消費擴大內需的若干意見》及《“寬帶中國”戰略及實施方案》等文件, 顯示我們已進入三網融合的全面提速階段,2014-2015 年為推廣普及階段,并明確提出了“寬帶中國”發展目標與發展時間表。

這已表明三網之間,已經沒有能獨占的資源,業務互相進入互相滲透, 更加激烈的競爭近在眼前,如何保住市場現有份額,如何開拓新市場領域與競爭對手相抗衡,已成為各個運營商廣泛開展研究的新課題。事實上,電信網已經率先于去年12 月份取得《信息網絡傳播視聽節目許可證》,并借助 IPTV 業務實質性進入了廣電市場,但對于廣電網絡行業來說,雖然現在也在局部地區進行了寬帶接入,但由于互聯網出口問題沒有解決,市場推廣經驗少, 推廣力度不足,難以搶占大的市場份額,只能依靠原有的電視業務協助支撐發展。面對其它運營商的巨大挑戰,也面臨三網融合帶來了重大商機,如何在寬帶市場上站穩腳跟,去取得更大的市場份額,是每一個廣電網絡從業人員應該思考的問題。我們有必要對此進行深入研究,并依據事實提出切實可行的策略建議,推動廣電寬帶的快速發展。本文的研究就是在這樣的背景下提出并完成的。 論文充分分析ZJ 廣電網絡公司的經營現狀,利用所學的營銷管理及戰略管理等相關理論展開研究。通過內外環境分析、競爭力分析和市場調研,以及對現行市場營銷策略的研究,找出了寬帶業務所面臨的關鍵問題,并根據消費行為的因素,針對目標市場,提出了ZJ 廣電寬帶業務的營銷策略。

廣電公司在本土并非寬帶市場的主導運營商,在價格制定上,要發揮本身的優勢, 制定各具特色的價格策略,采用象新產品撇脂、產品組合及特殊吸引性定價等定價方法,形成有重點、有層次的寬帶價格體系。在渠道策略上大力發展新的營銷渠道,要完善和優化營業廳等傳統營銷渠道,在促銷策略上要采用多種銷售促進的方法,最后提出了要加強公司自身建設,提高寬帶業務營銷的基礎服務,保障營銷策略的順利實施。希望通過本文的分析和制定的營銷策略, 對廣電網絡寬帶業務的展能提供一些可借鑒的思路。 關鍵詞:廣電寬帶業務 市場營銷 策略 萬方數據 ZJ 廣電網絡公司寬帶業務營銷策略研究 ii ABSTRACT Under the background of integration of works, radi o and television, munications and the three inde pendent work, has been in the business layer gradually convergi ng, this also is the major di rection of the development of the global information industry. As in August th is year, the State Council issued the "State Council on continuous promotion of information consumption to expand domestic demand" and "several opinions" broadband China "str ategy and implementation plan" and other documents, we have entered the convergence sp eed in full stage, 2014-2015 years for the popularization stage, and explic itly put forward the "broadba nd China" development goals and development schedule. It has been demonstr ated that the works, resources have not be exclusive, each type work can carry two work services, network competition will be more intense, so wor k operators have to enter each other market or how to enter the market against each other on the extensive research carried out. In fact, the work have rate ah ead of last December "work dissemination of audio-visual programs permit ", and with the help of substantial IPTV business into the television market, but for the radio and work industry, although it is also in the local area of broadba nd access, but because the outlet does not solve the problem, experience in marketing, promotion inadequate, to seize the largest market share, can only rely on the original TV business to help support development. Facing a great challenge of other opera tors, is also facing the conv ergence brought great business opportunities,

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