香港无线电视台TVB的营销策略研究摘要：随着科学技术的迅速发展，电视广播传媒业在人们生活中所起的作用也日
益强大。人们对于电视广播的选择也日渐增多，电视传媒还是信息传播途径中极为重要的一部分，电视剧、综艺节目也是人们生活消遣的最常见方式，老少皆宜。TVB是世界第一大华语商业营运方式的电视台，从开播至今，一直都占领香港电视频道中收视佼佼者的地位，是香港大众传媒文化的重要组成部分。香港无线电视台拥有众多签约的艺员、歌手以及强大的幕后制作团队，对于香港、内地以及世界各地的华人同胞有着一定的影响力、通过对TVB现有营销模式的研究，来探讨企业未来的发展方向。
本论文所选择的课题是对香港电视广播有限公司（TVB）的营销策略进行研究。了解电视、广播这类传媒行业的竞争状况，分析TVB目前所具有的优势和劣势。这样利于发现TVB在营销策略上存在的问题，从而展开改进和规范，克服营销中遇到的瓶颈问题，研究香港电视广播有限公司成功的路径，以此破解香港无线电视台TVB成功的秘诀。
关键词：香港无线电视台 TVB 电视广播业 营销策略
TVB’ s Marketing Strategy
With the rapid development of science and technology, television broadcasting media industry plays in people's life is strong. People for the television broadcasting selection is also increasing, the information sources of news is gradually widely. Of course, the television media of information dissemination way is extremely important part, television dramas, variety shows and people's life is the most common way of pastime, ages. Hongkong Television Broadcasts Limited ( TVB ), is the world's largest Chinese commercial operation way of television, from the November 19, 1967launch date, has always occupied Hongkong TV channel in the ratings leader position, Hongkong is an important part of the culture of mass media. The Hongkong wireless TV has signed numerous artists, singers and powerful behind-the-scenes production team, production of TVB TV play for Hongkong, mainland China and the Chinese people around the world who have a certain influence, charisma. Through the Hongkong Radio Television ( TVB ) the existing mode of marketing, enterprises to explore the development direction in the future.
This paper selected topic is the Hongkong Television Broadcasts Limited ( TVB ) marketing strategy research. Learn about the television, radio and the media competition in the industry, analysis of Hongkong Radio Television ( TVB ) has advantages and disadvantages. This facilitates the discovery of Hongkong Radio Television ( TVB ) in marketing strategy existing problems, thus necessary to improve and standardize, overcome the bottleneck in the marketing, research Hongkong Television Broadcasts Limited path to success, to break the Hongkong radio station TVB the secret of success.
Key Words: TVB , marketing Strategy
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