考拉fm项目营销策略分析-marketing strategy analysis of koala fm project.docxVIP

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考拉fm项目营销策略分析-marketing strategy analysis of koala fm project.docx

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考拉fm项目营销策略分析-marketing strategy analysis of koala fm project

现实意义。关键词：考拉FM移动互联网电台营销策略STPAbstractAtpresent,withthediversifieddevelopmentofmediachannels,thetraditionalradioreradiatenewvitality.Atthesametime,meansofdisseminationdevelopmentalsoledtomorenewformofradioproducts,suchasmobileInternetradio.MobileInternetradiooperationpracticeisthroughtheInternettoprovideradioprogramcontenttoformaradiointelligentterminalusers,itisnotlikethetraditionalradioprogramsmustuseterminaltospeciallistening,sousingintelligentterminalofthisinformationtoreplacethetraditionalinformationreceivingterminal,notonlycanimprovetheefficiencyofworkinthemedia,andtocreatemoresocialvalue.Atpresent,themobileInternetradioismainlyintheformofnontraditionalradio,alsobymoreandmoreaudiencetoaccept,butmobileInternetradioasaderivativeproductoftraditionalradiostationsintheprogressivedevelopmentandcognitionofaudienceacceptanceprocessisalsopresentedtheirowndevelopmentproblems.InthekoalaFMprojectastheresearchobject,thispaperfocusesontheFMprojectofthemarketingstrategy,andstudythekoalaFMinthemobileInternetera,howtoandtheotherdomesticcompetitionstationgame,howsuccessfulmarketingandbecomethemostpopularmobileradio.Inthispaper,firstly,introducestherelatedtheory,mainlyintroducesthetheoryanddevelopmentofmarketing,marketingenvironmenttheory,STPtheory,marketingtheory,andreferringtothemarketing,management,communication,advertisingandothertheories,thetheoryandapplicationofthemanagementmode,acomparativestudyofthemobilestationoperationmode.Secondly,analysisofpestandPottersfiveforcesmodelbasedonthedevelopmentandthedevelopmentenvironment,andthroughthekoalaFMSTPanalysisoftheprojectthekoala,koalaFMmarketsegmentation,targetmarket,marketpositioningisdetermined,therebycontributingtothekoalaFMmarketingstrategy.FinallysummedupthekoalaFMprojectfinedifferentiationofproductdifferentiationstrategy,pricestrategy,diversificationstrategyofsaleschannel.AndfromthepositivetoexpandOTOmarketingmode,strengthentheimplementationofconstructionandmanagement,marketingteamstrategyeffecttrackingthreeaspectsofsecurity