萬方數(shù)據(jù) ZJ 廣電網(wǎng)絡(luò)公司寬帶業(yè)務(wù)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(shù)據(jù)萬方數(shù)據(jù)萬方數(shù)據(jù)萬方數(shù)據(jù)河北工業(yè)大學(xué)工商管理碩士(MBA) 學(xué)位論文 i 摘 要 三網(wǎng)融合大背景之下,廣播電視、電信和互聯(lián)網(wǎng)這三張獨(dú)立的信息網(wǎng),已經(jīng)在業(yè)務(wù)層面逐漸趨同,這也是全球信息產(chǎn)業(yè)發(fā)展的大方向。隨著201 3 年8 月份,國務(wù)院連續(xù)發(fā)布《國務(wù)院關(guān)于促進(jìn)信息消費(fèi)擴(kuò)大內(nèi)需的若干意見》及《“寬帶中國”戰(zhàn)略及實(shí)施方案》等文件, 顯示我們已進(jìn)入三網(wǎng)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(fā)展目標(biāo)與發(fā)展時(shí)間表。

這已表明三網(wǎng)之間,已經(jīng)沒有能獨(dú)占的資源,業(yè)務(wù)互相進(jìn)入互相滲透, 更加激烈的競(jìng)爭(zhēng)近在眼前,如何保住市場(chǎng)現(xiàn)有份額,如何開拓新市場(chǎng)領(lǐng)域與競(jìng)爭(zhēng)對(duì)手相抗衡,已成為各個(gè)運(yùn)營商廣泛開展研究的新課題。事實(shí)上,電信網(wǎng)已經(jīng)率先于去年12 月份取得《信息網(wǎng)絡(luò)傳播視聽節(jié)目許可證》,并借助 IPTV 業(yè)務(wù)實(shí)質(zhì)性進(jìn)入了廣電市場(chǎng),但對(duì)于廣電網(wǎng)絡(luò)行業(yè)來說,雖然現(xiàn)在也在局部地區(qū)進(jìn)行了寬帶接入,但由于互聯(lián)網(wǎng)出口問題沒有解決,市場(chǎng)推廣經(jīng)驗(yàn)少, 推廣力度不足,難以搶占大的市場(chǎng)份額,只能依靠原有的電視業(yè)務(wù)協(xié)助支撐發(fā)展。面對(duì)其它運(yùn)營商的巨大挑戰(zhàn),也面臨三網(wǎng)融合帶來了重大商機(jī),如何在寬帶市場(chǎng)上站穩(wěn)腳跟,去取得更大的市場(chǎng)份額,是每一個(gè)廣電網(wǎng)絡(luò)從業(yè)人員應(yīng)該思考的問題。我們有必要對(duì)此進(jìn)行深入研究,并依據(jù)事實(shí)提出切實(shí)可行的策略建議,推動(dòng)廣電寬帶的快速發(fā)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(wǎng)絡(luò)公司的經(jīng)營現(xiàn)狀,利用所學(xué)的營銷管理及戰(zhàn)略管理等相關(guān)理論展開研究。通過內(nèi)外環(huán)境分析、競(jìng)爭(zhēng)力分析和市場(chǎng)調(diào)研,以及對(duì)現(xiàn)行市場(chǎng)營銷策略的研究,找出了寬帶業(yè)務(wù)所面臨的關(guān)鍵問題,并根據(jù)消費(fèi)行為的因素,針對(duì)目標(biāo)市場(chǎng),提出了ZJ 廣電寬帶業(yè)務(wù)的營銷策略。

廣電公司在本土并非寬帶市場(chǎng)的主導(dǎo)運(yùn)營商,在價(jià)格制定上,要發(fā)揮本身的優(yōu)勢(shì), 制定各具特色的價(jià)格策略,采用象新產(chǎn)品撇脂、產(chǎn)品組合及特殊吸引性定價(jià)等定價(jià)方法,形成有重點(diǎn)、有層次的寬帶價(jià)格體系。在渠道策略上大力發(fā)展新的營銷渠道,要完善和優(yōu)化營業(yè)廳等傳統(tǒng)營銷渠道,在促銷策略上要采用多種銷售促進(jìn)的方法,最后提出了要加強(qiáng)公司自身建設(shè),提高寬帶業(yè)務(wù)營銷的基礎(chǔ)服務(wù),保障營銷策略的順利實(shí)施。希望通過本文的分析和制定的營銷策略, 對(duì)廣電網(wǎng)絡(luò)寬帶業(yè)務(wù)的展能提供一些可借鑒的思路。 關(guān)鍵詞:廣電寬帶業(yè)務(wù) 市場(chǎng)營銷 策略 萬方數(shù)據(jù) ZJ 廣電網(wǎng)絡(luò)公司寬帶業(yè)務(wù)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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