基于路径依赖的传媒营销管理创新研究

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1、东北师范大学硕士学位论文基于路径依赖的传媒营销管理创新研究姓名：子[？^佩璐申请学位级别：硕士专业：广播E[i视艺术学指导教师：王敏20080501AbstractDuringthecommercializationofChinesemediaindustry,sustaininginnovationisthepre-requisiteforthemediaindustrytobecomeandremaincompetitive.Itiswellrecognizedthattheinnovationofmediaindustrydoesnotonlyincludetheconten

2、tandformofprograms,butalsomarketingandmanagementstrategiesmarketresearch,programplanning,advertisingandpromotion.Itshouldnotsimplybeunderstoodastheadvanceofhardwareortechnicalparameters.Inthisarticle,wewillrefertoallaspectsofthisintegratedprocessas'technique'andtheinnovationoftheprocessas'tech

3、nicalinnovation'.Technicalinnovationiscloselyrelatedtotheevolutionoftechnicalpath.Atdifferentstagesoftheevolutionprocesstechnicalinnovationhasdifferentcontent,keyissuesandwaysofimplementation.Thereforetechnicalinnovationisacomplicatedprocessthatisfullofriskanduncertainty.Amongallinnovationproj

4、ectsonlyalimitednumberaresuccessful.Inordertoreducetherisk,themediaindustryhastomasterthenativelogicandgenerallawsofsuchinnovationsothatitcandesignreasonableimplementationplansandstrategiesandutilizesuchinnovationtocreateopportunitiesforthesurvivinganddevelopmentofthemediaindustry.Andfinallyac

5、hievethegoalofsustainingtechnicalinnovationandsustainablecompetitiveadvantage.ThisarticlecombinestheeconomicstheoryofpathdependenceandmediamarketingmanagementtoinvestigatethepathdependencephenomenainChinesemediamarketingmanagement.Itthoroughlyanalyzesthedisadvantageswhicharecausedbypathdepende

6、nceandhencerevealsthelagsinmarketresearch,programplanning,advertizingandpromotion.Largeamountofquantitativedataandgraphs(suchasaudienceratingoftelevision,radioandadvertizingincome)areinputtedtoaseriesofquantitativemodelsinordertoanalyzeanddescribeatypicalmediamarket.Andthenthearticlediscussest

7、hetheoreticalreasoningandoperationsystem.BasingontheanalysisaboveandcombiningthecurrentconditionsintheChinesemediaindustry,thisarticlecracksthepathdependencethatareobservedinmediamarketingmanagementandgivessuggestionstoinnovationstrateg