德高传媒公司营销发展研究

发布时间：2018-12-18 04:25

【摘要】：江西的传媒行业紧跟着一线城市的速度也在飞快的发展当中,越来越多的商家已经发现移动传媒、手机媒体的巨大商业价值。本文从媒体的基本内容开始研究,通过一些传媒和广告营销的基础理论,慢慢把研究引入到手机媒体中来。结合DG公司自身的成立和发展及运营情况分析,文章把手机传媒在江西发展的可能性进行了研究,同时为DG公司的继续发展制定了一系列的计划和战略。最后文章针对DG公司推向江西市场的产品进行了策略分析和产品设计,最终得出以下结论：第一,新媒体、手机媒体已经逐步被社会所接受,手机广告在江西也正正在逐步受到企业的亲睐,通过数据库的深度挖掘,手机广告的投放可以做到只出现在感兴趣的潜在客户面前。所以,手机广告作为全新的广告形式,有着受众目标精准、受众信息真实、信息抵达率高的优势。第二,DG公司与报社的手机彩信杂志合作拥有比较乐观的前景,目前江西的企业都在慢慢对手机彩信杂志产生自己的认知,DG公司与报社的合作可以持续的进行下去。第三,DG公司在初期将采取广告代理的合作模式来运营手机彩信杂志,在南昌市范围内将采取分行业代理的手段,通过分析决定将目标市场选定在房产、汽车和教育领域；江西其它地区将采用区域代理的手段,但是近一年将不做考虑,集中资源突破南昌市场。
[Abstract]:The media industry in Jiangxi is also developing rapidly with the speed of first-tier cities. More and more businesses have discovered the huge commercial value of mobile media and mobile media. This paper begins with the basic content of the media and introduces the research into the mobile media through some basic theories of media and advertising marketing. Based on the analysis of the establishment, development and operation of DG Corporation, this paper studies the possibility of mobile media development in Jiangxi Province, and makes a series of plans and strategies for the continued development of DG Company. Finally, the article analyzes the strategy and product design of DG company's products in Jiangxi market, and finally draws the following conclusions: first, the new media, mobile media has been gradually accepted by the society. Mobile advertising in Jiangxi is also gradually favored by enterprises, through the deep mining of databases, mobile phone advertising can only appear in front of interested potential customers. Therefore, as a new advertising form, mobile advertising has the advantages of accurate target, true information and high information arrival rate. Second, the cooperation between DG company and newspaper MMS magazine has a more optimistic prospect. At present, Jiangxi enterprises are slowly producing their own cognition of MMS magazine, and the cooperation between DG company and newspaper can be carried on continuously. Third, DG will adopt the cooperation mode of advertising agency to operate MMS magazine at the beginning of the year. In Nanchang, it will adopt the means of sub-industry agent, and decide to select the target market in the fields of real estate, automobile and education. Other regions in Jiangxi will adopt the method of regional agency, but in the past year, they will not consider and concentrate their resources to break through the Nanchang market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;G206-F

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