湖南卫视体验营销策略研究

湖南大学硕士学位论文湖南卫视体验营销策略研究姓名：舒尚科申请学位级别：硕士专业：工商管理指导教师：黎建强20070401IIIIIAbstractTheexperiencingeconomyiscoming;experienceconsumingandexperiencemarketingaredevelopingrigorouslyinthewholeworld.Astherapidincreasingeconomyofourcountyandthelooseoftherelativepolicy,televisionstationisenteringintoanewperiod.Itwasthethroatofourpartyandcountryinthepast,whileitdevelopstotheimportantpartofthepeople’cultureandentertainment.Thedevelopmentofthetelevisionstationleadstotheintensecompetitioninthefrequencychannels.Doesitgrasptheviewers’needsofconsuming?Tomakeoutasuitabletelevisionmarketingtacticsturnsintotheconcernedproblemofthetelevisionstation.Thus,toapplywithnewmarketingmethodtodevelopthetelevisionprogramissignificanttobothofthetheorydevelopingandreality.Experientialmarketingisanewmarketingmethodfollowingwiththeemergenceofexperientialeconomy.Hereinthisthesis,Itrytoapplythisnewmarketingmethodtotelevisionstationmanagementforsolvingtheproblemslikelackingofcharacteristic,malignantcompetence,lowcustomerssatisfaction,etc.TheconclusionisbasedonHunanTV.Firstly,itintroducestherelatedtheoriesofexperientialeconomyandmarketing.Secondly,itcombinestheanalysisofthetelevisionconsumingwhichisbasedonthewholeanalysisofthemarketingenvironmentandresearchesthepossibilityandnecessaryoftheexperiencemarketingoftheHunanTV.Correspondingspecificstrategiesdesigningmethodsandtheuseoftheconcretesteps.Theinnovationofthisthesisconsistsincombiningwithexperientialmarketingandtelevisionindustry,whiletheperformanceofresearchconsistsinthecorrespondingspecificstrategies.KeyWordsExperienceExperientialmarketingTVindustryHunanTVVI1.1........................................................................................51.2.................................................................................72.12005...............................................212.220022005.............................222.3..........................................224.1......................................................................................534.2................................................................58VII1.1............................................................................................61.2......................................................................81.3.................................................................................................113.1...............................273.2SWOT..........................................................................303.12006............................................42I1______25“3”111.11.1.11.1.1.1[1](19987-8)[2]20011222090ITXPExperienceTEC20081.1.1.221996[3]1.1.1.3[4][5]19973200610[6]1.1.241.219701998LLP19991.2.11.2.1.112()[8]3[9]4[10]55[11]1.2.1.2[7]1.11.115250.51251061.11.11.2.1.371.21.21.2.21.2.2.12000[12]81.2.2.21.21239451.2.2.312341.2.31.2.3.1SEM10(Sense)(Fee1)(Think)(Act)(Relate)(strategicexperientialmodule,SEM)1234JustDoIt51.2.3.21112MNIKE345()671.2.3.3SEM1.33333333333333333121.31.31.3SWOT131422.12.1.1[13]2001820022005[14]WTO152.1.22.1.2.1200620037%8%9%200610.7%2094078270310.3%20061175910.4%35877.4%[15]35.8%43%20067641013.7%2.1.2.216GDP10002.1.32.1.41722.22.2.18195818199825%1200595.81%302193212271283.381.2613920041385.285.690%23“”26.82%“”42005“”5192005“”“”34.14%20044%5200550062005IP2.2.212“”203452.2.32.2.3.1815302005212006200520042.2%35.9%2.135.9%17.1%26.6%13.3%7.0%35.9%17.1%26.6%13.3%7.0%2.12005CSM1/52005200586.220046.2852.2.3.2200022200517.1%20040.4%20022.214%16%16.70%17.10%0%2%4%6%8%10%12%14%16%18%20022003200420052.220022005CSM37200550.8%“”3.2%302.300.511.522.533.52.3CSM2.2.3.3232.2.3.420023CNNHBOBBCWORLD3020034——24MTV3001050242.32.3.1[18]2.3.1.1123456252.3.1.213/4218101831033452.3.22.3.2.112263404522.3.2.212273601.3101232.3.2.3122824321456292.3.3[19]180809019922[20]MTV3[21]30[22]4562.42.4.110[16]2.4.1.11997200219973119987200010192.4.1.22002200520022003200462004200412-322005200412200420052.4.1.320052005315--1020055.412%200645PK633920072.4.2SWOT2.4.2.120022003200420053197.8%342.1(%)2005.1.1-2005.9.30(%)1027.83.618.511.112200532004352.4.2.22.4.32.4.3.1200420051.32.11362005200638.0%2.4.3.2200549512006[17]37SWOT2.22.2SWOTS1234560123W12(T)123453833.13.1.1(mediumismassage)(message)(massage)“”“”[25]3920063.1.2119852?3402006[26]42002153551997200596200720413.23.2.14.14341524425.06%41425341535[23]3.120064—1415—2425—340.7276.86520.726.97210.9038.5710.3293.1130.525.0620.393.72260.2122.04480.4614.50330.4514.33820.2872.7550.3433.3440.3983.80550.2542.43260.3363.26750.4354.15630.2332.2170.2942.85360.43.81843.2.2[24]200243200419973.3[27]3.3.144[28]3.3.245[29]19973.3.34620063.3.4473.3.5()[30]484944.14.1.14.1.1.14.1.1.2[31]::504.1.1.31997[32]20022004[33]514.1.24.1.2.1:12345()()6524.1.2.2[34]1:2:34:534.1.3[35]1,24.135444.24.2.1200613554.2.1.1ID4.2.1.2730HI4.2.1.3200456VCR4.2.2[36]FLASH574.2.34.2.4584.2.5[37]4.24.219975920044.34.3.1[38]60[39]4.3.261EX[40]4.3.32005963:64:65[1]..,2002[2].BJosephPineJamesHGilmoreWelcometotheExperienceEconomy,HarvardBusinessReview1998July-August[3]..20026-8[4]..2002[5]..2002,17