乐视超级电视网络营销方案的设计与实施分析研究 市场营销专业VIP专享VIP免费

乐视超级电视网络营销方案的设计与实施摘要随着21世纪三网融合的互联网时代的到来，依靠硬件的传统智能终端的营销模式已经开始走向穷途末路，4G网络的普及更是为多屏合一的智能终端带来全新的用户体验。目前，智能电视的商业模式仍处于探索发展时期，营销模式也在复杂的互联网背景下被不断尝试中。乐视作为在传统电视行业竞争中以互联网思维打破单纯利用硬件盈利的典范，独特的开创了弱硬件、垂直整合的“平台+内容+终端+应用”的生态模式，垂直整合了产业链。本文主要通过结合乐视企业O2O、(B+B)2C等营销方案，来深入探讨互联网+背景下智能电视产品的营销策略，通过研究智能电视行业的发展历程、内外部环境，从智能电视产品的研发、软硬件配置、用户需求等方面综合阐述产品的研发及设计策略，从O2O营销渠道、内容策略、CP2C用户互动模式探讨品牌推广方案，并通过最终的实施效果的评估给出基于乐视公司智能电视产品网络营销策略的综合分析和建议，从而为企业改善策略以及其他学者在研究相关问题时提供可参考性依据。关键词：乐视，超级电视，互联网，网络营销AbstractWiththeadventoftheInternetageof21stcenturyconvergenceofthethreenetworks,relyingonthetraditionalmarketingmodelofintelligentTerminalhardwareisstartingtoend,4Gofnetworkisformultiplescreensofsmartphonesanewuserexperience.Atpresent,thesmartTVbusinessmodelisstillattheexploratoryperiodofdevelopment,marketingmodelsinthecontextofcomplexInternetconstantlyattempts.AsabreakinthetraditionalTVindustrycompetitiontotheInternetthinkingmodelforsimplehardwareprofits,uniqueandcreateaweakhardware,verticallyintegrated"platforms+content+Terminal+application"ecomode,verticallyintegratedindustrialchain.PapermainthroughcombinedLedependingonEnterpriseO2O,and(B+B)2C,marketingprogramme,toin-depthdiscussionInternet+backgroundXiaintelligentTVproductsofmarketingstrategy,throughresearchintelligentTVindustryofdevelopmentcourse,andwithinexternalenvironment,fromintelligentTVproductsofdevelopment,andhardwareandsoftwareconfiguration,andhuman-computerinteractiondesign,aspectsintegrateddescribedproductsofdevelopmentandthedesignstrategy,frommarketingchannel,andcontentstrategy,andCP2Cuserinteractivemodediscussionbrandpromotionprogramme,AndfinalimplementationofeffectivenessevaluationgivendependingoncompanyproductsnetworkmarketingstrategyandintegratedsmartTVanalysisandrecommendations,soastoimprovepoliciesandotherscholarsinthestudyofissuesrelatedtoprovidingreferencebasis.Keywords:LETV,SuperTV,Internet,networkmarketing目录第一章绪论....................................................................................................................11.1课题背景与意义................................................................................................11.2国内外相关研究的现状分析............................................................................11.3研究目标和内容................................................................................................31.3.1研究目标.................................................................................................................31.3.2研究内容.................................................................................................................41.3.3研究方法.................................................................................................................41.4组织结构............................................................................................................5第二章乐视超级电视营销环境分析............................................