摘要
本文通过对湖南卫视近年来的营销轨迹进行梳理，揭示媒体竞争第一阶段中湖南卫视如何凭借“创新整合营销系统”成为业内佼佼者的奥秘；更希望进一步探讨新媒介环境中，处于业内领先地位的湖南卫视如何进行营销的革命性突破，打造芒果生态圈，变媒体为渠道，变受众为用户。
By investigating and analyzing the case Hunan TV, the paper reveals how Hunan TV becomes a leader of the TV industry depending on ＂Innovation and Integration of marketing system＂ in first stage of Media competition. This paper also hopes to explore further that how Hunan TV would make marketing＇s revolutionary breakthrough in new media circumstance. Thus, Hunan TV would make mango ecosystem, transform the media to paltform and finally change the audiences to customers.
出处
《现代广告》
2015年第6期62-64,共3页
Modern Advertising
关键词
湖南卫视
营销
Hunan TV
Marketing
