【TVWORK】万方数据ZJ广电网络公司宽带业务营销策略研究

万方数据 ZJ 广电网络公司宽带业务营销策略研究 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 万方数据万方数据万方数据万方数据河北工业大学工商管理硕士(MBA) 学位论文 i 摘 要 三网融合大背景之下,广播电视、电信和互联网这三张独立的信息网,已经在业务层面逐渐趋同,这也是全球信息产业发展的大方向。随着201 3 年8 月份,国务院连续发布《国务院关于促进信息消费扩大内需的若干意见》及《“宽带中国”战略及实施方案》等文件, 显示我们已进入三网融合的全面提速阶段,2014-2015 年为推广普及阶段,并明确提出了“宽带中国”发展目标与发展时间表。

这已表明三网之间,已经没有能独占的资源,业务互相进入互相渗透, 更加激烈的竞争近在眼前,如何保住市场现有份额,如何开拓新市场领域与竞争对手相抗衡,已成为各个运营商广泛开展研究的新课题。事实上,电信网已经率先于去年12 月份取得《信息网络传播视听节目许可证》,并借助 IPTV 业务实质性进入了广电市场,但对于广电网络行业来说,虽然现在也在局部地区进行了宽带接入,但由于互联网出口问题没有解决,市场推广经验少, 推广力度不足,难以抢占大的市场份额,只能依靠原有的电视业务协助支撑发展。面对其它运营商的巨大挑战,也面临三网融合带来了重大商机,如何在宽带市场上站稳脚跟,去取得更大的市场份额,是每一个广电网络从业人员应该思考的问题。我们有必要对此进行深入研究,并依据事实提出切实可行的策略建议,推动广电宽带的快速发展。本文的研究就是在这样的背景下提出并完成的。 论文充分分析ZJ 广电网络公司的经营现状,利用所学的营销管理及战略管理等相关理论展开研究。通过内外环境分析、竞争力分析和市场调研,以及对现行市场营销策略的研究,找出了宽带业务所面临的关键问题,并根据消费行为的因素,针对目标市场,提出了ZJ 广电宽带业务的营销策略。

广电公司在本土并非宽带市场的主导运营商,在价格制定上,要发挥本身的优势, 制定各具特色的价格策略,采用象新产品撇脂、产品组合及特殊吸引性定价等定价方法,形成有重点、有层次的宽带价格体系。在渠道策略上大力发展新的营销渠道,要完善和优化营业厅等传统营销渠道,在促销策略上要采用多种销售促进的方法,最后提出了要加强公司自身建设,提高宽带业务营销的基础服务,保障营销策略的顺利实施。希望通过本文的分析和制定的营销策略, 对广电网络宽带业务的展能提供一些可借鉴的思路。 关键词:广电宽带业务 市场营销 策略 万方数据 ZJ 广电网络公司宽带业务营销策略研究 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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