【摘要】： 本文從廣告行業(yè)的發(fā)展?fàn)顩r入手,概述了國內(nèi)外廣告行業(yè)歷史發(fā)展過程,分析了我國廣告行業(yè)發(fā)展現(xiàn)狀及吉林省廣告行業(yè)現(xiàn)狀,進(jìn)而分析吉林省國視傳媒廣告有限公司營銷現(xiàn)狀及存在的問題。先從公司概況開始,然后分析了公司的營銷環(huán)境并從公司內(nèi)部的優(yōu)勢、劣勢,外部環(huán)境的機會、威脅四個方面進(jìn)行了SWOT分析,得出了公司以產(chǎn)品與價格為營銷策略存在的問題。發(fā)現(xiàn)一成不變地堅持原有以產(chǎn)品、價格等營銷策略為指導(dǎo)的策略已經(jīng)不能適應(yīng)營銷環(huán)境的變化,公司需要根據(jù)自身的特點,轉(zhuǎn)而引入和應(yīng)用新的以客戶為中心的營銷策略。新的營銷策略主要從四個方面制定:以客戶為本的策略;減少客戶成本的策略;方便客戶的策略;充分與客戶溝通的策略。每一個策略都有具體方法進(jìn)行說明和完善,這些營銷策略對公司業(yè)務(wù)開展起著重要的指導(dǎo)作用。經(jīng)過一年多來以客戶為中心的營銷策略的應(yīng)用,公司的經(jīng)營狀況已明顯改善,公司經(jīng)營面貌煥然一新,公司員工凝聚力空前增強,客戶滿意度增加,新老客戶的業(yè)務(wù)量已開始明顯回升,公司營業(yè)總額有了很大增長,以客戶為中心的營銷策略已在吉林省國視傳媒廣告有限公司成功顯示了其先進(jìn)性。由衷地希望新的營銷策略能將公司發(fā)展成為一家在策略支持下的集創(chuàng)意、策劃、設(shè)計、媒介發(fā)布、廣告效果研究為一體的全面服務(wù)型廣告公司。
[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.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

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本文編號：2200125