CCTV新阶段的广告业务经营战略与实施对策研究

发布时间：2018-03-02 04:23

本文关键词： 企业战略战略实施客户关系管理 CCTV 对策　出处：《武汉工程大学》2013年硕士论文　论文类型：学位论文

【摘要】：经济全球化、技术变革、知识经济发展，让企业战略的重要性更加凸显。这意味着企业管理的一切工作都应纳入战略管理的框架之下。随着内外部环境的变化，，企业需要不断调整自身战略，并制定切实可效的实施对策。通过回顾CCTV广告发展的历程与现状，研究发现了其发展过程中出现和存在的问题。在这样的背景下，CCTV结合其内外部环境提出的要求，调整了自身的发展战略，提出了品牌化、国际化的战略目标。研究从客户关系管理的角度，从系统流程、组织结构和人力资源三个维度，分析了这种战略目标对客户关系管理所提出的新要求。成功实施一个好主意至少和想出一个好主意同等重要。为实施新的广告战略，CCTV广告中心运用了多种工具。具体来看，主要包括产品设计、销售模式、客户管理、营销网络、评估体系、人才引进、品牌提升、多元经营等八个方面。研究通过文献研究法、实证分析法、PEST分析法等研究方法，综合运用管理学、经济学、营销管理等理论，多层面、多角度、宽视野地剖析了CCTV广告战略管理的历史沿革、转型现状、存在不足、改进思路和体系构建，使之成为有一定应用价值的研究成果，为经营管理提供决策支持。研究首次系统剖析CCTV新阶段的广告经营战略。从客户关系管理着眼，从战略目标调整和战略实施对策着手，将研究锁定在中观层面，研究分析了新阶段广告新战略的经验、不足与解决办法；以电视广告传媒业为着眼点，希望最终的研究成果可以为整个行业发展提供思考与借鉴；发掘电视广告业战略转型的特殊性，为CRM理论提供案例支持。
[Abstract]:Economic globalization, technological change and the development of knowledge economy make the importance of enterprise strategy more prominent. This means that all work of enterprise management should be brought under the framework of strategic management. With the change of internal and external environment, Enterprises need to constantly adjust their own strategies and formulate practical and effective implementation countermeasures. By reviewing the history and present situation of CCTV advertising development, the paper finds out the problems in the process of its development. Under this background, it adjusts its own development strategy and puts forward its brand according to the requirements of its internal and external environment. From the perspective of customer relationship management, this paper analyzes the new requirements of customer relationship management from the three dimensions of system flow, organizational structure and human resources. Successful implementation of a good idea is at least as important as coming up with a good idea. A variety of tools have been used to implement the new advertising strategy, CCTV Advertising Center. Specifically, it mainly includes product design, sales patterns, customer management, and marketing networks. Evaluation system, talent introduction, brand promotion, diversified management and other eight aspects. Through literature research, empirical analysis, pest analysis and other research methods, comprehensive use of management, economics, marketing management theory, multi-level, multi-angle, wide-field analysis of the history of CCTV advertising strategy management. In order to provide decision support for operation and management, it is necessary to improve the train of thought and system construction so as to make it a research result with certain application value. This paper analyzes the advertising strategy of CCTV in the new stage for the first time. From the perspective of customer relationship management, starting with the adjustment of strategic objectives and the strategy implementation countermeasures, the study is locked in the meso level, and the experience of new advertising strategy in the new stage is studied and analyzed. Deficiency and solution; TV advertising media industry as the focus, hoping that the final research results for the development of the entire industry can provide reflection and reference; explore the particularity of the strategic transformation of television advertising industry, to provide case support for CRM theory.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F713.8

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