盛世长城广告公司营销策略改进研究

发布时间：2018-05-03 16:23

本文选题：盛世长城广告公司 + 市场营销　；参考：《湖南大学》2013年硕士论文

【摘要】：中国广告市场总额连续多年以每年超过10%的速度增长,成为世界最大的广告市场之一。国外大型跨国广告公司大举进入中国境内并迅速发展壮大,与中国本土广告公司形成了激烈的竞争。盛世长城广告公司作为国际知名广告公司,目前的市场营销策略己经难以适应外部迅速变化的市场环境,营销中存在的问题如果得不到根本解决,将会导致公司的发展逐渐放缓,营业额停止增长,出现下降的趋势。本文运用文献研究法,访谈法,以市场营销理论为指导对盛世长城广告公司营销策略改进进行了研究。首先,对盛世长城广告公司的外部营销环境、内部营销环境及竞争环境进行了分析。分析认为盛世长城广告公司面对外部环境主要有国内广告媒体与广告公司发展实力不均衡、广告业缺乏集中式经营、国外广告公司实力水平胜于我国本土广告公司实力、我国东西部地区广告业发展不平衡、广告政策不断完善及国民经济的稳步增长几个方面；而公司内部环境主要包括广告公司组织结构、业务经营、内部管理三个方面；此外竞争环境中除了公司内部的竞争外,还有公司外部的客户竞争、供应商竞争以及行业内竞争；接着,再对盛世长城广告公司市场营销现状进行分析。从产品没有形成有效组合、定价系统不科学、促销效果不明显及营销人员流动性大等四个方面对盛世长城广告公司市场营销存在的问题进行了探讨；其次,运用市场细分理论,对盛世长城广告公司的市场进行细分,进而评估并选择了细分市场,对盛世长城广告公司所选择的目标市场进行定位；再次,对盛世长城广告公司的市场营销策略进行改进,主要包括盛世长城广告公司的产品策略、定价、渠道及促销策略；最后,提出了盛世长城广告公司营销策略改进的保障措施：完善公司客户关系管理体系；加强公司人力资源管理；培养公司员工服务营销理念；完善知识管理系统。总之,本文运用当前企业营销管理的先进理论对盛世长城广告公司营销策略改进进行了论述,既分析了现状,明确其营销改进策略,又为其改进策略实施提出了有效、可行的方案。通过本文的研究,希冀为盛世长城广告公司能更好地在激烈的广告市场竞争中采取正确的企业营销策略,不断保持优势地位提供了有益的参考。
[Abstract]:China's advertising market has been growing at an annual rate of more than 10% for many years, making it one of the largest advertising markets in the world. Foreign large multinational advertising companies have entered China and developed rapidly, forming fierce competition with local advertising companies. As an international famous advertising company, the current marketing strategy of the Great Wall has been difficult to adapt to the rapidly changing external market environment. If the problems in marketing can not be fundamentally solved, Will cause the company's development to slow down gradually, the turnover stops the growth, appears the downward trend. This paper studies the improvement of the marketing strategy of the Great Wall Advertising Company under the guidance of marketing theory and literature research. Firstly, the paper analyzes the external marketing environment, internal marketing environment and competition environment of Shengshi the Great Wall Advertising Company. In the face of the external environment, the Great Wall Advertising Company mainly has the unbalanced development of domestic advertising media and advertising companies, the lack of centralized management of advertising industry, and the strength of foreign advertising companies is better than the strength of local advertising companies in China. The development of advertising industry in the eastern and western regions of China is unbalanced, the advertising policy is constantly improving and the national economy is growing steadily, while the internal environment of the company mainly includes three aspects: the organizational structure of the advertising company, the business management and the internal management. In addition, in addition to the competition within the company, there are external customer competition, supplier competition and intra-industry competition. Then, the article analyzes the current marketing situation of prosperous the Great Wall advertising company. This paper discusses the problems existing in the marketing of the Great Wall Advertising Company from four aspects, such as the product has not formed an effective combination, the pricing system is not scientific, the promotion effect is not obvious and the marketer mobility is great. Secondly, using the theory of market segmentation, the paper discusses the problems existing in the marketing of the Great Wall Advertising Company. The market of the Great Wall Advertising Company is segmented, then the market segment is evaluated and selected, and the target market of the Great Wall Advertising Company is positioned. Thirdly, the marketing strategy of the Great Wall Advertising Company is improved. It mainly includes the product strategy, pricing, channel and promotion strategy of the Great Wall Advertising Co., Ltd. Finally, it puts forward the guarantee measures to improve the marketing strategy of the Great Wall Advertising Company: perfecting the company's customer relationship management system; Strengthen the company's human resources management; cultivate the company staff service marketing concept; improve the knowledge management system. In a word, this paper discusses the improvement of the marketing strategy of the Great Wall Advertising Company by using the advanced theory of enterprise marketing management at present. It not only analyzes the present situation, defines its marketing improvement strategy, but also puts forward the effective implementation of the improved strategy. A feasible scheme. Through the research of this paper, it is hoped that the advertisement company of prosperous the Great Wall can better adopt the correct marketing strategy in the fierce advertising market competition and keep the advantage position continuously to provide the beneficial reference.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F713.8

【参考文献】