黑龙江气象广告有限公司发展战略研究

发布时间：2018-04-21 20:16

本文选题：广告公司 + 气象传媒　；参考：《哈尔滨工业大学》2013年硕士论文

【摘要】：气象广告的发展历史悠久，虽然其在广告业中占有的份额很小，但是它在广告宣传中的地位和作用是不容忽视的。改革开放以来，科学技术不断发展，气象预测和节目制作相比从前而言也有了突飞猛进的发展。气象广告的制作经营从电视台逐渐分离出来，做到了专业化的广告运作模式，，为其发展提供了更好的环境和平台。黑龙江气象广告有限公司是独家代理我省市气象节目广告资源的公司，在电视资源上拥有绝对的垄断优势。近年来该公司取得了稳步的发展，但是面对着国内广告业激烈的竞争环境，如何在三网联合的冲击下克服自身的弱势和缺陷，充分发挥气象广告的传统性优势，是该公司发展战略应该解决的重点问题。本文在对气象广告业的发展现状进行全面分析的基础上，对黑龙江气象广告有限公司所处的宏观环境和行业环境进行了整理，分析了该公司在业务质量、品牌营销、客户关系管理及人力资源管理方面存在的问题，并较之其他广告类型和经营方式分析了公司所处的优势和劣势，为公司的发展战略制定提供了科学的建议和借鉴。本文认为该公司应在差异化战略的导向下，从广告品质和特色角度出发，不断完善自身，强化员工培训和激励机制。同时，公司应实施品牌差异化战略，加强品牌形象的建设。除此之外，本文还为其在实施差异化的客户关系管理战略，在维系老客户的基础上不断拓展新的业务领域和客户群方面提供了富有建设性的意见，为该公司服务水平和核心竞争力的提高奠定了坚实的理论基础。
[Abstract]:Meteorological advertising has a long history. Although it occupies a small share in advertising, its position and role in advertising can not be ignored. Since the reform and opening up, science and technology have been developing, meteorological forecast and program production have also developed by leaps and bounds. The production and management of meteorological advertisement is gradually separated from the TV station, and the specialized advertising operation mode is achieved, which provides a better environment and platform for its development. Heilongjiang Meteorological Advertising Co., Ltd. is the sole agent of our province and city meteorological program advertising resources company, in TV resources have absolute monopoly advantage. In recent years, the company has made steady development, but in the face of the fierce competition environment of the domestic advertising industry, how to overcome their own weaknesses and defects under the impact of the three nets, and give full play to the traditional advantages of meteorological advertising. Is the company's development strategy should be addressed key issues. Based on the comprehensive analysis of the present situation of meteorological advertising industry, the macro environment and industry environment of Heilongjiang Meteorological Advertising Co., Ltd. are sorted out, and the business quality and brand marketing of Heilongjiang Meteorological Advertising Co., Ltd are analyzed. The problems in customer relationship management and human resource management are analyzed, and the advantages and disadvantages of the company are analyzed compared with other advertising types and management methods, which provide scientific advice and reference for the formulation of the company's development strategy. Under the guidance of differentiation strategy and from the point of view of advertising quality and characteristics, this paper holds that the company should improve itself and strengthen the staff training and incentive mechanism. At the same time, the company should implement brand differentiation strategy and strengthen brand image construction. In addition, this paper also provides constructive advice for the implementation of differentiated customer relationship management strategy and the continuous expansion of new business areas and customer base on the basis of maintaining old customers. It has laid a solid theoretical foundation for the improvement of service level and core competence of the company.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F713.8

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