【作者】 肖东坡；

【导师】 张真继；

【作者基本信息】 北京交通大学 ， 管理科学与工程， 2014， 博士

【摘要】 在中国传媒业中,电视媒体的地位、作用最为突出,担负着维护社会稳定和文化传播的重任。经过二十多年的发展,我国电视传媒产业初步建立了一套营销机制,取得了电视传媒市场的初步繁荣。随着经济全球一体化的加深以及科技日新月异的发展,企业不再是孤立的存在,而是一定程度的嵌入网络环境中。电视传媒市场的竞争也更加激烈,电视传媒企业个体层面的竞争上升为网络层面的竞争,传统的营销和经营模式已经不能适应现代网络化的电视传媒市场,必须构建基于网络能力的电视传媒营销模式,才能在电视传媒市场竞争中取胜。我国电视传媒企业传统的营销模式是广告为主,兼顾节目经营。但是电视传媒企业在其它营销模式尚未成熟、未成体系的情况下,过分依赖广告的模式只能取得短期效益,却不能保证长远的发展。通过提高以网络导向为驱动的网络能力,利用合作技巧和关系技巧进行一系列网络构建、网络管理等活动,有利于实现资源获取目标的能力。因此,在网络环境背景下,研究基于网络能力的电视传媒营销模式对于增强我国的电视传媒企业的竞争力具有十分重要的意义。基于网络能力的电视传媒营销模式,是指电视传媒企业通过本企业的资源利用能力和网络位置,占有和掌控网络中的资源,通过网络中的这些资源进行营销活动,最终提高营销绩效。本文具体从以下几个方面展开研究：首先,论文论述了我国电视传媒营销模式的研究背景和意义,通过具体分析,本文认为我国电视传媒企业利润水平与国外电视传媒企业的利润水平有很大差距,根本原因在于国内电视传媒企业没有重视网络能力的运用,因此有必要研究基于网络能力的电视传媒营销模式。在详细论述了基于网络能力的电视传媒营销模式研究必要性的基础上,对研究对象及相关概念进行明确的界定,并提出了论文研究的内容方法和技术路线,进而提出本文研究的理论基础。其次,论文对网络环境下电视传媒的竞争态势及盈利模式进行了分析。首先针对电视传媒产品的传播特点和竞争力进行分析,在此基础上分析电视传媒传统盈利模式,然后对基于网络能力的电视传媒的盈利模式进行总结和探索,为寻求基于网络能力的电视传媒营销模式做铺垫。在以上分析的基础上,为研究基于网络能力的电视传媒营销模式,本文对于网络能力影响电视传媒企业营销绩效的机制进行研究,认为网络能力能显著提高电视传媒企业的营销绩效,更加证实了基于网络能力的电视传媒营销模式研究的必要性,并提出了基于网络能力的电视传媒营销模式网络体系构建。再次,在基于网络能力的电视传媒营销模式网络体系下,通过分析营销模式创新目标与原则,研究电视传媒企业营销模式的动力机制,进一步构建基于网络能力的电视传媒营销模式创新模型。从而使网络经济、媒介融合背景下的电视传媒产品的多平台化、跨平台化传播能够实现。最后,为对基于网络能力的电视传媒营销模式创新模型的运营绩效和未来成长性进行评价,本文针对该模型建立了基于网络能力的电视传媒营销模式的绩效评价体系、电视传媒营销网络谐和度评价模型,同时对评价方法给出了说明。然后,选择了相关企业进行了实证分析,证实了基于网络能力的电视传媒营销模式对于我国电视传媒企业的有效性。更多还原

【Abstract】 In Chinese media industry, the status and function of television media is the most outstanding, it shoulders responsibility to maintain social stability and spread of culture. After20years’development, Chinese TV media industry had established a set of marketing mechanism preliminary, and had obtained initial prosperity of the TV media market. With the deepening of the world economy globalization and the development of science and technology, the enterprise is not yet existence alone, but a certain degree of embedding in the network environment. The competition on the TV media market is more intense, the competition between television media enterprises has rise from individual level to the network level, the traditional marketing and management pattern already can not adapt to the modern TV media market. We must construct a television media marketing paradigm based on network capacity to get success can in the TV media market.The traditional marketing model of our television media companies is advertising-based, taking into account the program management. But television media companies’over-reliance on advertising model can only obtain short-term benefits, but can not guarantee long-term development. Under the background of network environment, the research on television media marketing paradigm based on network capacity has the extremely vital significance to enhance the competition of China’s TV media enterprises. Television media marketing paradigm based on network capacity, is that the TV media enterprise possess and control network resources through the ability of utilizing resource and the enterprise’s position on network, and improve the marketing performance through the use of these resources in marketing activities. We will research the following several aspects:First, the paper discusses the research background and significance of Chinese TV media marketing model. Through the concrete analysis, this paper holds that profit level of Chinese TV media enterprise has the very big disparity to profit level of the foreign TV media enterprise, the fundamental reason lies in the domestic television media enterprise failed to pay attention to the usage of the network capacity, therefore it is necessary to study television media marketing paradigm based on network capacity. After expounding the necessity of research on television media marketing paradigm based on network capacity in detail, the paper defined the research object and the related concept clearly, and put forward the research method and content and technical route, then put forward the theoretical foundation of this paper.Secondly, this paper analyzes the competitive situation of the television media network environment and profit model. First on the basis of analyzing the propagation characteristics of the TV media products and competitiveness, we analyzed the traditional TV media profit model. Then we summarize and explore the profit model based on the television media network capacity, to seek media marketing-based TV network capacity mode.Based on the above analysis, in order to research television media marketing mode based on network capability, this paper analyzed the network capabilities which affect the television media enterprise marketing performance, and we confirmed that the television media marketing model based on network capabilities is necessary. And we make out the television media marketing model network system based on network capacity building.Thirdly, after building the television media marketing model based on network capacity, we analyze the goals and principles of marketing model innovation. We researched the power of the TV media enterprise marketing mode mechanism, and further build the television media marketing model innovation model based on network capacity. So, the network economy, media integration television media products in the context of multi-platform and cross-platform technology dissemination can be achieved.Finally, in order to evaluate the operational performance of the television media marketing model innovation model based on network capacity and future growth, this paper established performance evaluation system for the model. Then, the paper selected the relevant enterprises and confirmed the effectiveness of TV media enterprises in China based on the network capabilities.更多还原