北广传媒移动电视的现状与发展

论文编号:WHCY088 论文字数:15779,页数:20 附任务书,开题报告,外文翻译,文献综述

 摘要：当下移动传媒产业正在繁荣发展，经历了最初的上市推广期，伴随着国家文化政策的进一步放开和文化产业化进程的加快，北广传媒移动电视在借鉴和实践中国化移动传媒产业商业经营模式，在北京本地市场的经营中，不仅带领北京传媒产业开创了移动传媒新面貌，在北京移动电视产业独霸一方，还积极开拓移动电视受众群体，参与国内城市移动电视产业的竞争，成为北京移动传媒产业的主导力量。本文在当下中国和北京的移动传媒环境中，对引导北广传媒移动电视的现状与发展进行了探讨。
 论文首先梳理了北广传媒移动电视的发展轨迹，对北广传媒移动电视发展的重要成果进行了总结，讲述了移动传媒产业的繁荣现状。通过电视广播经营学，市场营销学的知识，对北广传媒移动电视所处的市场环境进行了两方面的分析，即宏观和微观环境。结合市场经济学和传媒导论的理论，在对北广传媒的经营中优势进行概括的同时，也对其经营中尤其是在电视节目经营与推广中存在的劣势进行了深刻的剖析；论文的第三部分则通过对以上的分析，对北广传媒移动电视的发展在原有的五方面提出新的建议并在其他可发展改进的方面提出针对性建议。最后，本文在总结全文观点的基础上，对北广传媒移动电视未来的发展趋势进行了简单展望并将由此给全国包括北京移动传媒发展带来的启示分享给大家。
 关键词：北广传媒；移动电视；电视营销；经营策略

Beijing BAMC Mobile Television’s Actuality And Evolution
 ABSTRACT :Now, Beijing BAMC Mobile Television is in the state of prosperity, experienced an initial period of confusion, along with the further liberalization of the culture film policy and speeding up the mobile television’s market industry, when the drawing and practicing the Chinese commercial mode of operation of the Mobile Media industry. With the management of local market at Beijing, Beijing BAMC Mobile Television is not only made the Beijing mobile media start the new face, have occupied all of the mobile television market, has also been actively opening up audience of mobile television to take part in inland competition, then becoming to the leading force of the Beijing’s mobile media box office. In the paper, through the observation of the Chinese mobile media industry, In this study, through the observation of the rising and status of Chinese mobile media, using the basic principles of marketing, combined with market-oriented industry and brand management as well as the relevant principles of market economics, the domestic environment for the conduct of a large marketing analysis, and from the marketing point of view of its market research strategy, the corresponding countermeasures. This paper try to discussion the success of market way on the Beijing BAMC Mobile Television in the present market environment of Chinese mobile media industry.
 First of all, the paper is carding the track of the development of Beijing BAMC Mobile Television, summarying its the important results and then described the state prosperity of it. Through the marketing knowledge, the paper try to analysis of two aspects, namely, macro-and micro-environment of Chinese mobile media and Beijing mobile media. Combined with the theory of market economics, while in general to summary the advantages of Beijing BAMC Mobile Television, the disadvantage that exist in marketing have been analyse profoundly. The third part of the paper, suggest the new advises on the base of five side of Beijing BAMC Mobile Television’s development and suggest niche advises for the other side. Finally, this article summing up the views on the full text, then outlook the future development trends of niche in simply and share the enlightenment from Chinese mobile media and Beijing mobile media’s actuality and development.
 Key words: BAMC; State of Prosperity; Mobile Television; Marketing Analysis

目  录
第一章  北广传媒移动电视现状 2
第一节 全国移动传媒现状 2
一、全国移动传媒的繁荣发展 2
二、全国第一个移动电视传媒城市—上海 2
第二节  北广传媒移动电视的现状 3
第二章  北广传媒移动电视的市场环境及SWOT评估 3
第一节  SWOT分析之“O”（opportunities,机会） 3
第二节 SWOT分析之“T”（Threats,威胁） 5
第三节  SWOT分析之“S”（strengths，优势） 6
第四节  SWOT分析之“W”（Weaknesses，劣势） 7
第三章  北广传媒移动电视的经营策略建议 8
第一节 北广传媒移动电视对外经营策略建议 8
一、抢占宣传阵地，扩大市场份额，合理应用资源禀赋 8
二、丰富节目内容，增强受众粘性 8
三、扩大媒体影响，树立品牌形象。 10
四、探索多种模式，实现多元增收。 10
第二节 北广传媒移动电视对内经营策略建议 11
一、完善组织体系，提高运转效能。 11
二、加强制度建设，文件规划运营。 11
三、提升员工素质，培养用好人才。 11
四、重视思政工作，培育企业文化。 11
第三节 北广传媒移动电视的业务创新探索 11
一、发布平台 11
二、发行平台 12
三、基于数据广播的图文电视 12
四、三网融合 13
第四章  结论与展望 13
致谢 15
参考文献 16