超级电视网络营销方案的设计与实施硕士毕业论文.doc

专业硕士学位论文 学科专业指导教师摘 要随着1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。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硬件实施效果的评估给出基于，从而为研究相关问题时 关键词：，， Abstract With the advent of the Internet age of 21st century convergence of the three networks, relying on the traditional marketing model of intelligent Terminal hardware is starting to end, 4G of network is for multiple screens of smartphones a new user experience. At present, the smart TV business model is still at the exploratory period of development, marketing models in the context of complex Internet constantly attempts. As a break in the traditional TV industry competition to the Internet thinking model for simple hardware profits, unique and create a weak hardware, vertically integrated platforms + content + Terminal + application eco mode, vertically integrated industrial chain. Paper main through combined Le depending on Enterprise O2O, and (B+B) 2C, marketing programme, to in-depth discussion Internet + background Xia intelligent TV products of marketing strategy, through research intelligent TV industry of development course, and within external environment, from intelligent TV products of development, and hardware and software configuration, and human-computer interaction design, aspects integrated described products of development and the design strategy, from marketing channel, and content strategy, and CP2C user interactive mode discussion brand promotion programme, And final implementation of effectiveness evaluation given depending on company products network marketing strategy and integrated smart TV analysis and recommendations, so as to improve policies and other scholars in the study of issues related to providing reference basis. Key words: LETV, Super TV, Internet, network marketing 目录 第一章 绪论 1 1.1课题背景与意义 1 1.2国内外相关研究的现状分析 1 1.3研究目标和内容 3 1.3.1研究目标 3 1.3.2研究内容 4 1.3.3研究方法 4 1.4组织结构 5 第二章 乐视超级电视营销环境分析 7 2.1 电视行业现状分析 7 2.1.1 三网融合下电视行业现状 7