基于客户关系网络的A广告公司业务转型研究

发布时间：2018-05-01 15:36

本文选题：市场需求 + 电视媒体　；参考：《北京交通大学》2017年硕士论文

【摘要】：近年来,伴随新兴信息技术的快速发展以及市场需求的不断变化,电视媒体行业以及与其相关的文化创意产业经历了前所未有的变革与发展。随着互联网为代表的新媒体不断发展,电视作为传统的信息传播载体,其媒体市场核心地位被打破。本文通过梳理国内外电视媒体产业发展历程,结合我国电视媒体产业发展特点,寻找国内电视媒体业务发展转型的原因,以及业务转型的方向和特点。借助社会网络分析工具对案例公司客户关系网络与业务关系网络一段时期内的变化趋势进行研究,深入考察案例企业客户关系网络与业务关系网络的互动作用,分析电视媒体广告公司业务转型与发展的影响因素。探讨信息技术发展、市场需求变化对传统电视媒体广告公司业务转型的推动作用。本文研究不仅有助于案例公司判断形成正确的业务转型方向,重新打造其市场竞争优势;还有助于相关领域企业顺应技术发展和市场需求的变化趋势,顺利推进战略与业务转型。
[Abstract]:In recent years, with the rapid development of new information technology and the continuous changes of market demand, the television media industry and its related cultural and creative industries have experienced unprecedented changes and development. With the development of the new media represented by the Internet, television, as the traditional carrier of information dissemination, has broken its core position in the media market. By combing the development course of TV media industry at home and abroad and combining the characteristics of TV media industry development in China, this paper seeks the reasons for the transformation of domestic TV media business development, as well as the direction and characteristics of the business transformation. With the help of social network analysis tools, this paper studies the changing trend of customer relationship network and business relationship network in case companies over a period of time, and deeply investigates the interaction between customer relationship network and business relationship network in case enterprises. Analysis of television media advertising company business transformation and development factors. This paper discusses the role of information technology development and market demand in promoting the business transformation of traditional TV media advertising companies. The research in this paper is not only helpful for case companies to judge the correct direction of business transformation, but also for enterprises in related fields to adapt to the changing trend of technology development and market demand. Smooth promotion of strategic and business transformation.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

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