湖南卫视营销战略研究

湖南卫视营销战略研究(22000字)
摘 要：近些年来，各省级卫视为了在激烈竞争的市场上抢占更高的收视率，都进行了频道的定位和营销战略的重新调整，涌现出了以湖南卫视为代表的具有全国竞争力的省级卫视。但是湖南卫视在快速发展的同时，也在激烈的市场竞争中遇到一些挑战，如各省级卫视在娱乐节目上的同质化正在削弱湖南卫视在频道定位和广告营销上的差异化优势，各省级广播电视集团的发展给湖南广电所带来的巨大威胁。本文将在对湖南卫视营销内外环境分析的基础上，提出湖南卫视的营销战略及实施措施，主要包括STP战略、4Ps营销策略和实施湖南卫视营销战略的措施，为湖南卫视提高市场竞争力提供借鉴。
关键词：湖南卫视；营销战略；广告；娱乐节目

THE RESEARCH OF MAKRETING STRATEGY OF HUNAN SATELLITE TV
Abstract:In recent years, in order to grab higher ratings in fierce competition,the provincial satellite TVs were re-positioning and marketing strategy adjustment,Hunan satellite TV as a representative of the provincial TV with the national competitiveness.But in the fast development of the fierce market competition,Hunan TV met some challenges, as each provincial TV in entertainment on the homogeneity is weakening in hunan satellite TV channel positioning and advertising marketing differentiating advantage, each provincial TVs’development brings great threats to Hunan TV.This paper is based on the analysis of Hunan TV’s internal and external environment,then puts forward the hunan satellite TV marketing strategy and implementing measures, mainly including STP strategic,4Ps marketing strategies and implementing measures for hunan satellite TV, this can increase the market competitive capability for reference.
Key words：Hunan Satellite TV；Marketing Strategy；Advertisement；Entertainment Programme