本文選題：盛世長城廣告公司 + 市場營銷　； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：中國廣告市場總額連續(xù)多年以每年超過10%的速度增長,成為世界最大的廣告市場之一。國外大型跨國廣告公司大舉進(jìn)入中國境內(nèi)并迅速發(fā)展壯大,與中國本土廣告公司形成了激烈的競爭。盛世長城廣告公司作為國際知名廣告公司,目前的市場營銷策略己經(jīng)難以適應(yīng)外部迅速變化的市場環(huán)境,營銷中存在的問題如果得不到根本解決,將會導(dǎo)致公司的發(fā)展逐漸放緩,營業(yè)額停止增長,出現(xiàn)下降的趨勢。 本文運(yùn)用文獻(xiàn)研究法,訪談法,以市場營銷理論為指導(dǎo)對盛世長城廣告公司營銷策略改進(jìn)進(jìn)行了研究。首先,對盛世長城廣告公司的外部營銷環(huán)境、內(nèi)部營銷環(huán)境及競爭環(huán)境進(jìn)行了分析。分析認(rèn)為盛世長城廣告公司面對外部環(huán)境主要有國內(nèi)廣告媒體與廣告公司發(fā)展實(shí)力不均衡、廣告業(yè)缺乏集中式經(jīng)營、國外廣告公司實(shí)力水平勝于我國本土廣告公司實(shí)力、我國東西部地區(qū)廣告業(yè)發(fā)展不平衡、廣告政策不斷完善及國民經(jīng)濟(jì)的穩(wěn)步增長幾個方面；而公司內(nèi)部環(huán)境主要包括廣告公司組織結(jié)構(gòu)、業(yè)務(wù)經(jīng)營、內(nèi)部管理三個方面；此外競爭環(huán)境中除了公司內(nèi)部的競爭外,還有公司外部的客戶競爭、供應(yīng)商競爭以及行業(yè)內(nèi)競爭；接著,再對盛世長城廣告公司市場營銷現(xiàn)狀進(jìn)行分析。從產(chǎn)品沒有形成有效組合、定價(jià)系統(tǒng)不科學(xué)、促銷效果不明顯及營銷人員流動性大等四個方面對盛世長城廣告公司市場營銷存在的問題進(jìn)行了探討；其次,運(yùn)用市場細(xì)分理論,對盛世長城廣告公司的市場進(jìn)行細(xì)分,進(jìn)而評估并選擇了細(xì)分市場,對盛世長城廣告公司所選擇的目標(biāo)市場進(jìn)行定位；再次,對盛世長城廣告公司的市場營銷策略進(jìn)行改進(jìn),主要包括盛世長城廣告公司的產(chǎn)品策略、定價(jià)、渠道及促銷策略；最后,提出了盛世長城廣告公司營銷策略改進(jìn)的保障措施：完善公司客戶關(guān)系管理體系；加強(qiáng)公司人力資源管理；培養(yǎng)公司員工服務(wù)營銷理念；完善知識管理系統(tǒng)。 總之,本文運(yùn)用當(dāng)前企業(yè)營銷管理的先進(jìn)理論對盛世長城廣告公司營銷策略改進(jìn)進(jìn)行了論述,既分析了現(xiàn)狀,明確其營銷改進(jìn)策略,又為其改進(jìn)策略實(shí)施提出了有效、可行的方案。通過本文的研究,希冀為盛世長城廣告公司能更好地在激烈的廣告市場競爭中采取正確的企業(yè)營銷策略,不斷保持優(yōu)勢地位提供了有益的參考。
[Abstract]:China's advertising market has been growing at an annual rate of more than 10% for many years, making it one of the largest advertising markets in the world. Foreign large multinational advertising companies have entered China and developed rapidly, forming fierce competition with local advertising companies. As an international famous advertising company, the current marketing strategy of the Great Wall has been difficult to adapt to the rapidly changing external market environment. If the problems in marketing can not be fundamentally solved, Will cause the company's development to slow down gradually, the turnover stops the growth, appears the downward trend. This paper studies the improvement of the marketing strategy of the Great Wall Advertising Company under the guidance of marketing theory and literature research. Firstly, the paper analyzes the external marketing environment, internal marketing environment and competition environment of Shengshi the Great Wall Advertising Company. In the face of the external environment, the Great Wall Advertising Company mainly has the unbalanced development of domestic advertising media and advertising companies, the lack of centralized management of advertising industry, and the strength of foreign advertising companies is better than the strength of local advertising companies in China. The development of advertising industry in the eastern and western regions of China is unbalanced, the advertising policy is constantly improving and the national economy is growing steadily, while the internal environment of the company mainly includes three aspects: the organizational structure of the advertising company, the business management and the internal management. In addition, in addition to the competition within the company, there are external customer competition, supplier competition and intra-industry competition. Then, the article analyzes the current marketing situation of prosperous the Great Wall advertising company. This paper discusses the problems existing in the marketing of the Great Wall Advertising Company from four aspects, such as the product has not formed an effective combination, the pricing system is not scientific, the promotion effect is not obvious and the marketer mobility is great. Secondly, using the theory of market segmentation, the paper discusses the problems existing in the marketing of the Great Wall Advertising Company. The market of the Great Wall Advertising Company is segmented, then the market segment is evaluated and selected, and the target market of the Great Wall Advertising Company is positioned. Thirdly, the marketing strategy of the Great Wall Advertising Company is improved. It mainly includes the product strategy, pricing, channel and promotion strategy of the Great Wall Advertising Co., Ltd. Finally, it puts forward the guarantee measures to improve the marketing strategy of the Great Wall Advertising Company: perfecting the company's customer relationship management system; Strengthen the company's human resources management; cultivate the company staff service marketing concept; improve the knowledge management system. In a word, this paper discusses the improvement of the marketing strategy of the Great Wall Advertising Company by using the advanced theory of enterprise marketing management at present. It not only analyzes the present situation, defines its marketing improvement strategy, but also puts forward the effective implementation of the improved strategy. A feasible scheme. Through the research of this paper, it is hoped that the advertisement company of prosperous the Great Wall can better adopt the correct marketing strategy in the fierce advertising market competition and keep the advantage position continuously to provide the beneficial reference.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F713.8

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