吉林省国视传媒广告有限公司以客户为中心的营销策略研究
发布时间：2018-08-24 07:49
【摘要】： 本文从广告行业的发展状况入手,概述了国内外广告行业历史发展过程,分析了我国广告行业发展现状及吉林省广告行业现状,进而分析吉林省国视传媒广告有限公司营销现状及存在的问题。先从公司概况开始,然后分析了公司的营销环境并从公司内部的优势、劣势,外部环境的机会、威胁四个方面进行了SWOT分析,得出了公司以产品与价格为营销策略存在的问题。发现一成不变地坚持原有以产品、价格等营销策略为指导的策略已经不能适应营销环境的变化,公司需要根据自身的特点,转而引入和应用新的以客户为中心的营销策略。新的营销策略主要从四个方面制定:以客户为本的策略;减少客户成本的策略;方便客户的策略;充分与客户沟通的策略。每一个策略都有具体方法进行说明和完善,这些营销策略对公司业务开展起着重要的指导作用。经过一年多来以客户为中心的营销策略的应用,公司的经营状况已明显改善,公司经营面貌焕然一新,公司员工凝聚力空前增强,客户满意度增加,新老客户的业务量已开始明显回升,公司营业总额有了很大增长,以客户为中心的营销策略已在吉林省国视传媒广告有限公司成功显示了其先进性。由衷地希望新的营销策略能将公司发展成为一家在策略支持下的集创意、策划、设计、媒介发布、广告效果研究为一体的全面服务型广告公司。
[Abstract]:This paper begins with the development of advertising industry, summarizes the historical development process of advertising industry at home and abroad, analyzes the present situation of advertising industry in China and the present situation of advertising industry in Jilin Province. Then it analyzes the current marketing situation and existing problems of Jilin National TV Media Advertising Co., Ltd. This paper begins with the general situation of the company, then analyzes the marketing environment of the company and analyzes the problems existing in the marketing strategy of the company from the four aspects of the company's internal strengths, weaknesses, opportunities and threats of the external environment, and draws a conclusion that the company takes the product and price as the marketing strategy. It is found that the original marketing strategy guided by product and price can not adapt to the change of marketing environment, and the company needs to introduce and apply new customer-centered marketing strategy according to its own characteristics. The new marketing strategy is mainly formulated from four aspects: a customer-oriented strategy; a strategy to reduce customer costs; a strategy to facilitate customers; and a strategy to communicate fully with customers. Each strategy has a specific method to explain and perfect, these marketing strategies play an important guiding role in the business development of the company. After more than a year of application of the customer-centric marketing strategy, the company's operating situation has improved significantly, the company's business face has been completely renewed, the cohesion of its employees has been enhanced unprecedented, and customer satisfaction has increased. The business volume of new and old customers has begun to pick up obviously, the total business volume of the company has greatly increased, and the customer-centered marketing strategy has successfully demonstrated its advanced nature in Jilin Province National Television Media Advertising Co., Ltd. I sincerely hope that the new marketing strategy will develop the company into a comprehensive service advertising company with the support of strategy, including creativity, planning, design, media publishing and advertising effect research.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
本文编号：2200125
[Abstract]:This paper begins with the development of advertising industry, summarizes the historical development process of advertising industry at home and abroad, analyzes the present situation of advertising industry in China and the present situation of advertising industry in Jilin Province. Then it analyzes the current marketing situation and existing problems of Jilin National TV Media Advertising Co., Ltd. This paper begins with the general situation of the company, then analyzes the marketing environment of the company and analyzes the problems existing in the marketing strategy of the company from the four aspects of the company's internal strengths, weaknesses, opportunities and threats of the external environment, and draws a conclusion that the company takes the product and price as the marketing strategy. It is found that the original marketing strategy guided by product and price can not adapt to the change of marketing environment, and the company needs to introduce and apply new customer-centered marketing strategy according to its own characteristics. The new marketing strategy is mainly formulated from four aspects: a customer-oriented strategy; a strategy to reduce customer costs; a strategy to facilitate customers; and a strategy to communicate fully with customers. Each strategy has a specific method to explain and perfect, these marketing strategies play an important guiding role in the business development of the company. After more than a year of application of the customer-centric marketing strategy, the company's operating situation has improved significantly, the company's business face has been completely renewed, the cohesion of its employees has been enhanced unprecedented, and customer satisfaction has increased. The business volume of new and old customers has begun to pick up obviously, the total business volume of the company has greatly increased, and the customer-centered marketing strategy has successfully demonstrated its advanced nature in Jilin Province National Television Media Advertising Co., Ltd. I sincerely hope that the new marketing strategy will develop the company into a comprehensive service advertising company with the support of strategy, including creativity, planning, design, media publishing and advertising effect research.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
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，本文编号：2200125
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