I 摘要 随着互联网技术的发展，媒体的产业形态发生了翻天覆地的变化，用户的心 理和习惯也在随之变化，新闻的生产与风格产生了前所未有的局面。媒体之间的 界限逐渐淡化，“人人都是媒体”，生产主体多样化，传播渠道多元化，比以往任 何一个时代都更加复杂。近年来，市县级电视台在“四级覆盖”的夹缝中生存日 益艰难。为了提高电视媒体的引导力、传播力、影响力、公信力，不少电视台纷 纷开始转型融合。本文从整合营销传播角度切入，目的在于探索研究地方电视台 的电视广告在整合营销传播方面的实施策略。 第一章为绪论部分，主要是说邯郸广播电视台在电视广告方面实施整合营销 传播研究的相关背景、研究意义以及国内外研究现状。第二章是从理论方面概述 整合营销传播理论的概念和沟通过程。第三章是分析目前邯郸广播电视台的电视 广告现状。第四章主要分析整合营销传播可以在电视台推广应用的环境条件以及 电视广告本身的优势、劣势、机会及威胁。第五章是结合电视广告的行业特点和 整合营销传播的特点制定一些相应的营销策略。 关键词：电视广告；整合营销传播；主流媒体Abstract II Abstract The production and style of news have produced an unprecedented situation. The boundaries between the media are gradually fading, "everyone is the media". The diversification of production themes and communication channels is more complicated than in any previous era. In order to improve the guiding power, communication power, influence and credibility of TV media, many TV stations have begun to transform and merge. This paper mainly analyzes the environmental conditions under which integrated marketing communication can be popularized and applied in TV stations and the advantages, disadvantages, opportunities and threats of TV advertising itself. The fifth chapter is to formulate some corresponding marketing strategies based on the characteristics of TV advertising industry and integrated marketing communication. At present, the development of TV advertising must adjust its development direction and thinking in time according to the changes in the communication environment. Under the general trend of industrial transformation in the media field, radio and TV media must have a thorough understanding of the needs of the market and the audience, and the coexistence of innovation and integration capabilities, so as to be in an invincible position in the market competition. Keywords: television advertising; integrated marketing communication; mainstream media目 录 I 目 录 摘要................................................................................................................................ I ABSTRACT.................................................................................................................. II 第 1 章 绪论..................................................................................................................1 1.1 选题背景和研究意义 ·······························································1 1.1.1 选题背景..................................................................................................1 1.1.2 研究意义..................................................................................................1 1.2 国内外研究现状 ·····································································2 1.2.1 国外研究现状..........................................................................................2 1.2.2 国内研究现状..........................................................................................3 1.3 研究方法和重点 ·····································································5 1.3.1 研究方法..................................................................................................5 1.3.2 研究重点..................................................................................................5 1.3.3 本文的创新点..........................................................................................5 第 2 章 整合营销传播理论概述..................................................................................6 2.1 整合营销传播的概念界定 ·························································6 2.2 整合营销传播的沟通过程 ·························································7 第 3 章 电视广告营销现状分析................................................................................13 3.1 常见电视广告优劣.......................................................................................13 3.2 广告成本高昂...............................................................................................15 3.3 电视观众流失...............................................................................................16 3.4 观众严重分散...............................................................................................16 3.5 栏目缺乏核心竞争力...................................................................................16 第 4 章 电视广告开展整合营销传播的条件分析....................................................17 4.1 电视广告开展整合营销传播 PEST 分析 ...................................................17 4.1.1 政治环境分析（POLITICAL）...........................................................17 4.1.2 经济环境分析（ECONOMIC） ..........................................................18 4.1.3 社会环境分析（SOCIAL） .................................................................19 4.1.4 技术环境分析（TECHNOLOGICAL）..............................................20 4.2 电视广告开展整合营销传播 SWOT 分析 .................................................20 4.2.1 优势分析（STRENGTH）...................................................................20目 录 II 4.2.2 劣势分析（WEAKNESS）..................................................................24 4.2.3 机会分析（OPPOTUNITY） ..............................................................26 4.2.4 威胁分析（THREAT） ........................................................................26 第 5 章 电视广告开展整合营销传播的策略............................................................29 5.1 回顾营销计划...............................................................................................30 5.1.1 竞争分析................................................................................................30 5.1.2 顾客数据库分析....................................................................................31 5.2 分析营销方案形势.......................................................................................32 5.2.1 部门执行分析........................................................................................32 5.2.2 消费者行为分析....................................................................................33 5.2.3 目标市场定位分析................................................................................34 5.3 制定整合营销传播方案...............................................................................35 5.3.1 广告策略................................................................................................35 5.3.2 媒体策略................................................................................................36 5.3.3 品牌建设策略........................................................................................37 5.3.4 直销策略................................................................................................38 5.3.5 公关策略................................................................................................39 5.4 电视广告整合营销传播的执行...................................................................40 5.4.1 制定合理的媒体排期............................................................................40 5.4.2 掌握充足的顾客数据............................................................................42 5.4.3 组建强大的营销团队............................................................................43 5.4.4 知晓多样的收视偏好............................................................................44 第 6 章 结论................................................................................................................49 6.1 本研究的主要结论.......................................................................................49 6.2 本研究的局限性...........................................................................................49