鉴于以上写作重心的确定，全文立足于齐鲁网展开论述，具体分为六个部
分。第一部分为绪论，主要阐述文章的研究背景和意义、论文的主要创新点、
可行性以及研究框架，对文章思路进行深度剖析，对山东广播电视台齐鲁网营
销策略的各个方面进行整体把握。搜集近些年的相关文章，研究关于广播电视
台的研究现状，从品牌战略、制播体制改革、网络营销等各个方面进行筛选整
理，对当前这一产业的发展现状进行分析，进而选用合适的研究方法对山东广
播电视台齐鲁网的营销状况进行分析，通过之前的文献综述与本文思路进行对
比，阐述创新点及可行性；第二部分是与网络营销相关的理论基础研究综述，
从直复营销、软营销、关系营销和整合营销四个方面出发，系统论述网络营销
的方向和特点；第三部分是山东广播电视台齐鲁网的发展现状以及存在的问
题，通过对齐鲁网发展现状进行剖析，对发展进行模块化分类，回顾发展历程
的基础上阐述工作误区；第四部分是对齐鲁网发展的宏观和微观经济环境进行
分析，通过 PEST 和 SWOT 分析方法对齐鲁网当前发展环境进行阐述，并分析其
与互联网进行融合的机遇和挑战，通过建立投入产出模型，明晰各个投入方面
对盈利能力的贡献度，对今后的工作重点提供重要的参考价值；第五部分是针
对以上分析结果，提出相对应的市场营销战略；第六部分为结论
在当前信息化的大背景下，网络竞争和营销行为渗透到了方方面面，关于
山东广播电视台齐鲁网的营销活动将从内部和外部两个方面进行展开；内部致
力于提升自身实力，人才培育、版权购置等措施有序不紊的进行，外部策略中2
则致力于塑造良好的运营环境，加强同行业的竞争与合作，运用品牌、口碑、
事件等营销策略提升用户的认知度
关键词：广播电视台；齐鲁网；融媒体；互联网+；营销战略；3
RESRARCH ON THE MARKETING STRATEGY OF
SHANGDONG RADIO AND TELEVISION IQILU NETWORK
ABSTRACT
Along with Chinese economic restructuring deepening, the supply side reform of continuous
exploration in advance, the major industries are looking for new growth point. The vitality of
China's media industry with the city to speed up the process and the overall economic situation
improved, the new communication way and the mode of extension in various fields continue to
expand. The study found that the developed countries in Europe and America broadcasting
industry has a high profit margin, and the development of China's economy have driven the
developed areas have had a breakthrough. But the current marketing research and development of
the broadcasting industry in transition and the corresponding is not comprehensive enough. This
study will be based on the current economic situation, the rich this The research content. The
current Internet plus mode has penetrated into the process of economic development in the
media industry, and integration, mutual promotion and common development. With the media
convergence has risen from the industry consensus to the national strategic level, the financial
media is bound to come into being, the media reform on the agenda.
The thesis is divided into six parts. The first part is the introduction, mainly expounds the
research background and the significance of this article, the main innovations of this paper, the
feasibility and the framework, to the idea of depth analysis, all aspects of Shandong Radio and
Television Iqilu network marketing strategy as a whole to grasp. In recent years to collect the
study on radio research status, from all aspects of the brand strategy, production and broadcasting
system, network marketing, etc. for sorting, on the industry development present situation analysis,
and then choose the appropriate research methods of radio stations in Shandong Iqilu network
marketing situation analysis, prior to the adoption of the Offer review and the idea in this paper is
compared, the innovation of this paper are presented and the feasibility; the second part is with
network marketing related theory summary of the fundamental research, from direct marketing,
soft marketing, relationship marketing and integrated marketing four aspects of that system deals
with the network marketing orientation and characteristics; the third part is the current situation of
the development of Shandong Iqilu network radio and television and the existing problems,
through to analyze the development situation of Iqilu, on development of modular classification
and review development course based on mistakes; the fourth part is to Iqilu network development
of macro and micro economic environment analysis, by aligning the pest and SWOT analysis4
method Lu network current environment for the development of elaborate, and analyze its and the
Internet for fusion based on challenges and, through the establishment of input-output model, clear
all input on profitability with degree, provide the important reference value to the future focus of
the work; the fifth part is the needle on the above analysis, put forward the corresponding
marketing strategy. The sixth part is the conclusion.
In the context of the current information technology, network competition and marketing
behavior penetrated into the aspects, on radio stations in Shandong Iqilu network to survive the,
how to occupy a favorable position in the competition strength continue to strengthen the society,
through the implementation of marketing strategy, improve its competitiveness, adapt to the social
development, is the significance of this thesis.
Graduate student： (Business Administration)
Supervised by_______________
Keywords: RadioandTelevision;Iqilunetwork;ConvergenceMedia；Internetplus;
Marketing strategy5
目录
摘要......1
ABSTRACT.......3
第一章 绪论......8
1.1 选题背景和意义........8
1.1.1 选题背景.........8
1.1.2 研究的意义.....9
1.2 国内外文献综述......10
1.2.1 营销的目标划分......10
1.2.2 广播电视台及跨行业的品牌核心竞争力发展战略研究..10
1.2.3 媒体融合下的网络传媒发展..........11
1.2.4 新媒体背景下的网络营销发展......12
1.3 研究内容与研究方法...........13
1.3.1 本文的研究内容......13
1.3.2 本文的研究方法......13
1.3.3 研究框架、创新点及最终解决的问题......13
第 2 章 网络营销理论综述....15
2.1 网络营销的内涵和特点......15
2.1.1 网络营销的内涵......15
2.1.2 网络营销的特点......15
2.2 网络营销的基础理论..........16
2.2.1 整合营销......16
2.2.2 关系营销......16
2.2.3 直复营销......17
2.2.4 软营销..........18
2.3 齐鲁网营销案例分析..........18
2.3.1 活动策划和执行保持专业水准......19
2.3.2 多形态一站式内容制作传播...........22
2.3.3 直播录播.访谈制作.236
2.3.4 建站.代维.技术服务...........23
2.3.5 融合型互联网广告营销......24
第 3 章 山东广播电视台齐鲁网的发展现状以及问题........25
3.1 山东广播电视台齐鲁网介绍..........25
3.2 齐鲁网的营销现状及市场构成....25
3.3 齐鲁网营销策略中存在的问题及误区......28
3.3.1 网络网站营销同质化严重..28
3.3.2 网页新闻、广告结构和公司、企事业单位的活动举办量化分析。......28
3.3.3 齐鲁网营销渠道需要进一步拓宽..29
3.3.4 公益事业的发展需要增强..30
3.3.5 齐鲁网定价机制需要不断完善同时维护好客户关系......30
3.3.6 营销成本要控制，多方面沟通，实现帕累托最优..........30
第 4 章 齐鲁网的营销环境和投入产出分析..........32
4.1 齐鲁网的外部营销 PEST 分析........32
4.1.1 政策环境......32
4.1.2 经济环境......32
4.1.3 社会环境......33
4.1.4 技术环境......33
4.2 齐鲁网行业营销环境分析..34
4.2.1 同行的威胁..34
4.2.2 客户的讨价还价能力..........34
4.2.3 传统广播电视的威胁..........34
4.2.4 齐鲁网宏观经济形式分析..35
4.3 齐鲁网发展战略规划 SWOT 分析....36
4.4 山东广播电视台齐鲁网营销投入产出模型分析..38
4.4.1 模型变量选取...........38
4.4.2 平稳性检验..39
4.4.3 协整检验......40
4.4.4 VAR 模型建立...........407
4.4.5 脉冲响应分析..........41
4.4.6 方差分解......43
第 5 章 齐鲁网营销策略........44
5.1 实行人才强台战略，发展人才梯队..........44
5.2 获取第一手资料，争夺最新版权信息......44
5.3 依据投入产出模型制定详细的网络营销计划......45
5.3.1 形式分析......45
5.3.2 经营目标......45
5.3.3 实施计划和预算......46
5.4 提高客户对齐鲁网的产品认知......46
5.4.1 维持稳定用户关系..46
5.4.2 构建齐鲁网品牌形象..........47
5.4.3 采取差异化战略......47
5.5 推进融媒体的整合营销策略..........47
5.5.1 增强台网互动，寻找网台融合新途径......47
5.5.2 针对不同需求，利用好各种终端平台......48
5.5.3 加强与各大媒体合作，拓宽品牌市场......48
结论......49
参考文献..........518
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