论音乐之声FM94.3长春地区广告招商营销策略-毕业论文设计.docVIP

毕 业 设 计（论 文） 论音乐之声FM94.3长春地区广告招商营销策略 姓 名 系 别 专 业 市场营销 班 级 指导教师 2011 年 5 月 27 日 摘 要 在广播专业频道市场日益细分的今天,播节目试图“全面丰收、处处开花”变得越来越艰难且越来越可行。音乐广播因其娱乐休闲的功能成为广大青少年乃至中年听众的首要选择，因此建立真正专业的音乐广播频道并集中其优势进行宣传达到招商的目的是本文研究的重点。本文对中央人民广播电台音乐之声频道长春地区作为研究对象,再结合国内目前做的比较好的音乐之声来分析专业化音乐频道招商的必然性及可行性。 本文以市场营销理论对中央人品广播电台音乐之声招商营销策略进行研究，有目的、有计划、系统地搜集有关数据。分析了中央人品广播电台音乐之声在我国广播传媒飞速发展过程中的市场格局，探讨了中央人品广播电台音乐之声在广告经营上的优势、劣势、机会与威胁，结合市场营销基本理论，研究和探讨了中央人品广播电台音乐之声在各方面的招商营销策略，即运用何种方式能将音乐之声的招商工作恰到好处的落到好处。 关键字：广播 音乐之声 FM94.3 广告招商 Abstract In radio broadcast into narrow professional channel times, radio broadcast market segment today, trying to overall harvest programs, everywhere blooms becomes more and more difficult and more and more feasible. Music radio because its entertainment recreational function to become broad teenagers and the primary choice of middle-aged listeners, thereby establishing a true professional music radio channel and focus on the advantages of publicity achieve the purpose of this investment is the key. This article to the central peoples broadcasting station the sound of music channel changchun area as the research object, combined with domestic currently do better the sound of music to analyze the inevitability of professional music channel investment promotion and feasibility. Based on the theory of the central character in marketing the sound of music radio station, investment promotion marketing strategy with targts, plans and systematically collect relevant data. Analysis the central character the sound of music radio broadcast media in China in the process of rapid development, and probes into the market structure of the central character radio music sound in advertising business on the strengths, weaknesses, opportunities and threats, combined with marketing basic theory, research and discusses the central character radio sound of music in all aspects of marketing strategies, i.e. investment by what way can the sound of music of the merchants inviting