| With China's accession to the WTO, China's advertising market is completely open to foreign advertising companies, advertising in an increasingly competitive industry. As the inland provinces of Jilin, the advertising industry will face an unusual cross-border advertising companies a tremendous impact, in the face of the new competitive environment, many advertising companies in the enterprise's marketing strategy resulted in confusion. Enterprises in the end how to make the next step? Not as long as the enterprises are to achieve the purpose of profit can be had? This confusion led to a lot of ads in our province of the decline in business performance, and some even desperate. Advertisement enterprises in our province of the urgent need for science and practice of marketing theory to guide the development and implementation of the right marketing strategy, the advertising industry in Jilin Province improve core competitiveness, survival and development of space to win.Advertisement industry of Jilin Province, Jilin Province the development of the overall development of the economy has a special significance, but the current downturn in our province and the development of ads, at least half of the companies struggling at the edge of life and death. The emergence of such a situation, both China's accession to the WTO after the advertisement industry, the results of further competition, but also with the advertisement industry in our province a wide range of science and the corresponding lack of guidance on the marketing strategy. Gosh media in Jilin Province, as the ads are in our province Ltd., a business ads, the company is also in development with the environment at the beginning of the development of the initial success achieved, but the operation and management of the company has developed to a certain scale, it was found uniformly adhere to the original product marketing strategy and price strategy has been guided by the changes in the environment can not meet the marketing, the company required in accordance with its own characteristics, instead of the introduction and application of new customer-centric marketing strategy. And how to implement the application of new marketing strategy is related to the company's future survival and development, operation and management of the company. This is the most important job, but also the main purpose of this article. This article is for the advertisement of Jilin Province Gosh Ltd., as the media to the new customer-centric marketing strategy analysis of the specific efforts, but other ads in our province's management of general reference value.Advertisement thesis from the first part of the development of the industry starting with an overview of the situation, combined with the history of domestic and international advertising industry, the status quo of China's advertising industry and advertising industry in Jilin Province to conduct an analysis of the status quo. Summed up China's advertising market is like a big cake, split the public to come and eat at home, so that business units and employees in ads rapid development of the mixed staff, the expertise to understand the less, the many small businesses, senior professionals, managers as a lack of ads bottlenecks in the normal development of the industry, advertising professionals have been far from my country can not meet the needs of the development of advertising, which is the current level of China's advertising industry is not an important reason for the high. All along, our country there is a"strong medium and weak company"the basic market, media ads at the special status of the industry, resulting in a strong capacity of the media advertising company agent at the development of the best placed to make a number of small and medium-sized advertising agency move the development difficult.The part of the second part of the former on the basis of the analysis, pointing out that the advertisement of Jilin Province Gosh Ltd. , as the media marketing of the current situation and problems. First of all, the introduction of Jilin Province Gosh. Ltd. , as an overview of the media ads, the company great success at the time also faced with new challenges. For instance, advertising industry, increased competitive pressures, with the industry level, the level of design services are continuously improved. With China's accession to the WTO, the Mainland market ads start enterprises to foreign investment and opening up, foreign advertising companies and the mainland in the face of local advertising companies, especially small and medium-sized private advertising companies to compete, whether in the operation scale, design or media operating practices, obviously have an overwhelming advantage. Face the reality, should be a comprehensive analysis of the company's marketing environment, including macro-marketing environment and industry environment. Only for enterprise analysis of internal and external conditions in order to clear the company's main strengths and weaknesses, as well as the opportunities and threats facing to the marketing strategy of the company made a reasonable and appropriate assessment to determine the direction of the company's future development. Secondly, as pointed out in Jilin Province Gosh Ltd. media ads to products and prices of the characteristics of marketing strategy and the existence problem. The original marketing strategy should not have been required to meet the company's development, there is an urgent require the company to develop the company's future development needs in line with the new marketing strategy.The third part is about Jilin Province Gosh as the media advertisement Ltd. customer-centric marketing strategy. By the end of 2007, Jilin Province, the Gosh Ltd. as the media ads carefully and. careful investigation and research, combined with the development of business, results of operations both at home and abroad, as well as the development of advertisement industry, decided at the company's overall marketing strategy to make significant adjustments, the introduction of more advanced customer-centric marketing strategy to guide the concept of the company's operating and management. First of all, is client-oriented strategy to customer-based customer-centric is the key to marketing strategy. Businesses must first understand and study the client, according to the needs of customers to provide products and services. An advertisement for any company, time, energy and business capacity are limited, should not give up all the advertising world provide customers products and services ads. Therefore, advertising companies and research should be fully aware that advertisers, who refuse inappropriate for their customers, who select the appropriate and necessary to their products and services. Specific approach is a two-way customer selection; of the original business process improvements. The second strategy is to reduce customer costs. Customers to reduce purchase costs, product pricing means that the ideal situation, that is, below the psychological price of customers, but also be able to be profitable enterprises. Customers not only purchase cost, including its monetary expenditure, but also by its cost time, effort and risk purchase. For advertisers, the activity in the whole process of advertising, advertising investigate the cost and running costs of the media are the two biggest, but in practice it is not easy to control. Therefore, effectively reduce the customers and the media investigate the ads generated by running the ads to ensure that companies are spending their own profits, while reducing the cost of the best way to customers. Once again the strategy is to facilitate customers. Customer-centric marketing strategy emphasis in the provision of products and services, it is necessary to give more consideration to the convenience of customers, rather than the convenience of their own enterprises. To facilitate the customers are an integral part of the value. But in fact, the majority of advertising agencies in the provision of products and services to customers, the more easily accustomed to the use of their own ways and means to communicate. However, because of the background knowledge of both the exchange of language differences, advertisers often do not understand the design intent of the company's ads, ads in Services generated considerable distress and inconvenience. Proposals through the use of planning and attention to book ads to achieve. Finally, there is full communication with the customer strategy. Enterprises should be actively and effectively with customers of the two-way communication, the establishment of a new type of benefits based on common business and customer relationship. And good communication with customers, build mutual trust and cooperation of the customer relationship management are advertising company in question needs to be considered important. However, most advertising agencies in dealing with the relationship between the client, in practice this is often overlooked, but also tend to maintain a short-term rather than long-term development. However, only fully communicate with the client, set up long-term development and customer relations improve, the company can provide customer satisfaction with products and services to obtain long-term stability of the operating profit.The fourth part is about Jilin Province Gosh as the media advertisement Ltd. implementation of marketing strategy. Companies to establish customer-centric marketing strategy at the company's business processes and even the details of such operations are carried out the transformation. At present, after nearly a year of customer-focused marketing strategies, the operating conditions of enterprises has been a marked improvement in business is brand new, unprecedented cohesion employees, increase customer satisfaction, new and old customers of the business has started to rise significantly , business has total turnover growth, customer-centric marketing strategy, as has the media in Jilin Province Gosh Ltd. Successful ads show its nature. |
PDF Full Text Request