大美资讯公司服务营销策略研究

发布时间：2018-05-26 19:44

本文选题：大美资讯 + 服务营销　；参考：《兰州理工大学》2017年硕士论文

【摘要】：本文主要研究的是大美资讯公司服务营销策略。大美资讯公司是我国一家传统媒体行业的广告营销公司,主要涉及的产业领域是太阳能光伏产业。自从公司建立开始,陆续开展了纸媒体广告业务、互联网广告业务和展会组织和广告业务。但是随着互联网经济的快速发展和技术改革,已经有越来越多的客户改变了传统媒体广告投放模式,因此对大美资讯公司的业务造成较大的影响。本文的研究主要是通过以下几个部分完成的:首先,明确了研究背景与意义、研究方法和内容,梳理了国内外研究现状和基础理论;其次,在分析大美资讯公司的服务营销现状,以及外部宏观环境、行业发展趋势、新旧媒体融合的营销环境之后,进行了SWOT分析;再次,在进行市场细分、市场选择和市场定位的基础上,从产品、渠道、价格、促销、人员、有形展示、过程七个维度制定了大美资讯公司服务营销策略;最后从调整营销机构、建立营销信息系统等方面制定了大美资讯公司服务营销策略的保障措施。本文的主要研究意义在于对传统传媒企业的服务营销策略开展研究,符合当下媒体行业变革期的关注对象,也能够为我国的互联网传媒公司营销策略制定提供参考。
[Abstract]:This article mainly studies the service marketing strategy of Damei Information Company. Damei Information Co., Ltd. is an advertising marketing company of traditional media industry in China, which is mainly involved in solar photovoltaic industry. Since the establishment of the company, the paper media advertising business, Internet advertising business and exhibition organization and advertising business have been carried out one after another. However, with the rapid development of Internet economy and technological reform, more and more customers have changed the traditional media advertising mode, which has a great impact on the business of Damei Information Company. The research of this paper is mainly completed by the following parts: first, the research background and significance, research methods and content, combing the domestic and foreign research status and basic theory; secondly, After analyzing the current situation of service marketing of Damei Information Company, as well as the external macro environment, the development trend of the industry, and the marketing environment of new and old media integration, the SWOT analysis is carried out; thirdly, the market segmentation is carried out. On the basis of market selection and market positioning, this paper formulates the service marketing strategy of Damei Information Company from the seven dimensions of product, channel, price, promotion, personnel, physical display and process; finally, it adjusts the marketing organization. The establishment of marketing information system and other aspects of the company's service marketing strategy security measures. The main research significance of this paper is to carry out research on the service marketing strategy of traditional media enterprises, which accords with the focus of the current media industry reform period, and can also provide a reference for the formulation of marketing strategies of Internet media companies in China.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F;F274

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