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Televizijos Kanalo Lnk Prekös Ženklo Išskirtinumo Stiprinimas Bakalauro Baigiamasis Darbas

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Televizijos Kanalo Lnk Prekös Ženklo Išskirtinumo Stiprinimas Bakalauro Baigiamasis Darbas ISM VADYBOS IR EKONOMIKOS UNIVERSITETAS VADYBOS IR VERSLO ADMINISTRAVIMO BAKALAURO STUDIJOS IV kurso student÷ Rūta Želvyt÷ .......................... 2008 05 19 (parašas) TELEVIZIJOS KANALO LNK PREKöS ŽENKLO IŠSKIRTINUMO STIPRINIMAS BAKALAURO BAIGIAMASIS DARBAS Darbo vadovas D÷st. Mindaugas Lapinskas ...................... 2008 05 19 (parašas) VILNIUS, 2008 SANTRAUKA Želvyt÷ R., Televizijos kanalo LNK prek÷s ženklo išskirtinumo stiprinimas: bakalauro baigiamasis darbas: vadyba ir verslo administravimas. Vilnius, ISM Vadybos ir ekonomikos universitetas, 2008. Bakalauro baigiamojo darbo tema – Televizjos kanalo LNK prek÷s ženklo išskirtinumo stiprinimas. Darbo tikslas – pateikti rekomendacijas, kaip sustiprinti LNK prek÷s ženklo išskirtinumą. Šiam tikslui pasiekti, atlikti tokie uždaviniai: išanalizuota Lietuvos televizijų rinka, identifikuoti vartotojai, pagrindiniai konkurentai; išanalizuota įmon÷s rinkodaros komunikacijos strategija bei taktiniai veiksmai, atlikta LNK ir pagrindinio konkurento TV3 palyginamoji analiz÷, identifikuota problema: nepakankamas LNK prek÷s ženklo išskirtinumas. Problemos sprendimui reikalingiems duomenims surinkti atliktas empirinis tyrimas. Naudoti šie tyrimo metodai: fokus grup÷s diskusija, kaip žvalgybinis tyrimas, suteikiantis gaires klausimyno sudarymui, bei struktūrizuota apklausa pagal parengtą klausimyną. Atsižvelgiant į tyrimo rezultatus ir pagal TV prek÷s ženklo įvaizdžio kūrimo modelį pateiktos šios rekomendacijos: suformuluotas pozicionavimas ir poziciją išreiškiantis teiginys, pateikta „Žinių“ laidos išskirtinumo kūrimo programa bei LNK prek÷s ženklo pl÷tros galimyb÷s. Raktiniai žodžiai: Prek÷s ženklas, prek÷s ženklo įvaizdis, pozicionavimas, išskirtinumas, žiniasklaida. SUMMARY Želvyt÷ R., Building LNK brand differentiation: bachelor thesis: management and business administration. Vilnius, ISM University of Management and Economics, 2008. Bachelor thesis topic: Building LNK brand differentiation. The purpose is to give recommendations on building LNK brand differentiation. The tasks performed: analyzed Lithuanian TV market, identified the consumers and key competitors; analyzed LNK marketing communications strategy and tactics, compared the key players – LNK and TV3 – and their brand attributes; identified the main problem: LNK brand is not properly differentiated. To collect the required data, the empirical research was carried out. The methods of the research: focus group discussion and the survey. Using the TV Brand Image model and the data of the research, the following recommendations were given: the positioning guidelines and positioning statement, the program for the Newscast improvement, LNK brand extention strategies. Key words: Brand, brand image, brand positioning, brand differentiation, media. 3 TURINYS Santrauka.............................................................................................................................................................................2 Summary.............................................................................................................................................................................3 Lentelių sąrašas...................................................................................................................................................................5 Paveikslų sąrašas.................................................................................................................................................................6 Įvadas..................................................................................................................................................................................7 1. Situacijos analiz÷.......................................................................................................................................................8 1.1. Išorin÷ analiz÷..................................................................................................................................................8 1.1.1. Rinkos analiz÷ ........................................................................................................................................8 1.1.2. Vartotojų analiz÷ ....................................................................................................................................9 1.1.3. Konkurentų analiz÷.................................................................................................................................9 1.1.4. Aplinkos analiz÷...................................................................................................................................11 1.2. Vidin÷ analiz÷ ................................................................................................................................................12 1.2.1. Bendra informacija apie įmonę.............................................................................................................12 1.2.2. Verslo strategija....................................................................................................................................13 1.2.3. Prek÷s ženklo valdymo strategija.........................................................................................................13 1.2.4. Prek÷s ženklo valdymo taktika.............................................................................................................14 1.3. LNK ir TV3 prekių ženklų palyginamoji analiz÷...........................................................................................18 1.3.1. Prekių ženklų palyginimas ...................................................................................................................18 1.3.2. Auditorijos struktūros palyginimas ......................................................................................................20 1.4. Problemos identifikavimas.............................................................................................................................21 2. Empirinis tyrimas ....................................................................................................................................................22 2.1. Empirinio tyrimo tikslai ir uždaviniai ............................................................................................................22 2.2. Empirinio tyrimo metodų pasirinkimas .........................................................................................................23 2.2.1. Fokus grup÷s diskusija .........................................................................................................................23 2.2.2. Apklausa...............................................................................................................................................23 2.3. Procesas .........................................................................................................................................................23 2.3.1. Fokus grup÷..........................................................................................................................................24 2.3.2. Apklausa...............................................................................................................................................24 2.4. Tyrimo rezultatai............................................................................................................................................25 2.4.1. Fokus grup÷s diskusijos ataskaita.........................................................................................................25 2.4.2. Apklausos rezultatų analiz÷..................................................................................................................27 3. Vadybiniai sprendimai.............................................................................................................................................34 3.1. Tikslų ir prioritetų nustatymas .......................................................................................................................34 3.2. Prek÷s ženklo įvaizdžio kūrimas....................................................................................................................35 3.2.1. Aktualumas...........................................................................................................................................36 3.2.2. Emocijos...............................................................................................................................................37 3.2.3. Nuoseklumas........................................................................................................................................37 3.2.4. Paprastumas..........................................................................................................................................38 3.2.5. Tinkamas pozicionavimas....................................................................................................................38 3.2.6. Pirmumas..............................................................................................................................................39 3.2.7. Pl÷tra.....................................................................................................................................................40 3.3. Rinkodaros komunikacija ..............................................................................................................................41 3.3.1. Vidiniai kanalai ....................................................................................................................................42
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