【作者】 廖倬杨；

【导师】 李映洲；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 三网融合政策的实施,为有线电视运营商同时带来了机遇和挑战。原来仅限广电经营的广播和电视业务也向电信网和计算机网的运营商对等开放,这将对有线电视传统业务带来重大的冲击。要应对三网融合带来的巨大挑战,有线电视网络首先要完成数字化整体转换。TB公司是深圳市BA区的有线电视网络运营商。本文首先分析了TB公司数字化整体转换存在的主要问题：以“垄断者”自居,市场定位过高：准备不足,营销管理混乱；产品设计简单笼统,定价偏高；促销渠道单一,促销方式死板。接着,剖析了产生问题的主要原因：软、硬件综合配套落后；营销意识淡泊；缺乏市场调研：三网融合带来的困难。然后,对TB公司的外部与内部营销环境进行深入研究,通过SOWT分析,重新修正了市场定位；在问卷调查的基础上,基于对样本数据的分析,以用户需求类型差异分析为基础,分析TB公司市场群体的基本状况。最后,结合市场营销理论和服务营销理论,对有线电视数字化整体转换营销策略的优化、改良深入研究,提出针对性的转型营销策略、差异化营销策略与营销组合策略,并对新营销策略的实施提出四个方面保障措施：组织营销管理架构、建立营销管理流程、制定营销激励方案、完善软、硬件综合配套。本文旨在帮助有线电视运营商分析自身的问题和差距,准确地分析市场、把握市场,切实有效地改善营销状况,通过创新的营销策略逐步提升竞争能力,为打好三网融合的市场基础提供帮助。更多还原

【Abstract】 Implementing the policies of "Three Network Convergence"(integration of telecommunications networks,cable TV networks and the Internet) has brought both opportunity and challenge to Cable-TV operators in China. The radio and television business once only operated by national broadcast and television group is now open to the telecom network and computer network operators as well, which brings a major impact to the traditional cable TV business. To meet the big challenge, digital conversion of cable networks should be done first.TB company is an operator of CATV in Shenzhen Baoan District. Firstly, this article analyses the main problem of digital conversion in TB company:posing as a monopolist, overestimated market position; lack of adequate preparation; confused marketing management; simple and general product design; high selling prices; one-way marketing channel; rigid ways of promotions.Secondly, it further analyzes the primary causes of the question in the following: outdated software and hardware equipments; weak awareness of sales; lack of market investigation; difficulties caused by "Three Network Convergence".Thirdly, SWOT analysis is used to study the inner and exterior marketing environments and reorient the marketing position. Besides, based on analysis of sample data of user demand diversity from questionnaires, TB Company’s market groups are analyzed.Finally, the improvement and optimization of its marketing strategy of digital conversion of the cable TV is further studied, combining of marketing theory and services marketing theory. And then it proposes market transition strategy、 differentiated marketing strategy and marketing mix strategy and also provides the implementation of safeguards for those new marketing strategies, namely, to organize marketing organization framework、to establish marketing management process、to make plan of marketing incentives、 to perfect software and hardware equipments.The purpose of this article is to help operators of CATV to find out the existing problems and differences on their business, fully analyze and grasp the market, effectively improve marketing condition, gradually increase the competitiveness via creating marketing tactics and lay the groundwork for the success of "Three Network Convergence".更多还原