Study On Marketing Strategies Of Huamei Advertising Co.,Ltd

At present, the operation of domestic TV media remains semi-marketized andadvertising sales are generally achieved according to modern marketized model,whereas the production and distribution of ad products are far from being marketizedand there is a relative shortage of resources for the production of TV advertisingproducts. Under this situation, how to make reasonable use of media effectively andimprove the competitiveness of TV advertising products to gain maximum profitsfrom market most efficiently are practical issues which are more worthy of beingstudied.Huamei Advertising Co., Ltd, as an advertising agency which permanentlyserves as exclusive agent of advertising sales for urban television stations, hasundertaken advertising business of multiple domestic urban television stations, gonethrough the period when Chinese media developed prosperously and made splendidachievements. However, from2008, as the development of economic environmentand media industries went into a precipitous decline, Huamei Advertising Co., Ltdbegan to lose money in business. Previous marketing strategies are not applicable tomodern market circumstances and corporate demands any more.Based on existing media resources and current market circumstances, this paperaims to introduce routine marketing models for consumables and formulateappropriate marketing strategies for TV advertisements. Besides, marketing channelmanagement system is established and improved in combination with the criteria fortarget market segmentation and customer management, so as to intensively study TVadvertising market, maximize earnings and profits. This paper aims at Huamei Advertising Co., Ltd and analyzes the status quo ofits operation in recent years from the perspective of product line management to findout existing problems of business operation. Integrating SWOT analysis, PEST model,it analyzes market circumstances and factors as well to reselect target markets forpositioning. Marketing strategies are composed of product strategies, price strategies,channel strategies and promotion strategies among which product strategies derivefrom product line segmentation and management that are necessary for the brandingof advertisement products and productivization of advertising resources. Furthermore,product line management is helpful for differentiating product attributes,two-dimensional positioning of products&market, and objective product forecasting.Developed through target market segmentation, sales channel strategies arehierarchical management strategies into which the marketing process is divided.Distinctive marketing strategies are established for different target markets, whichplay different roles in marketing and contribute to different market forecasting. Theresults of product and market forecasting can be mutually calibrated and verified torealize objective and reasonable expectation of corporate revenues and develop highlyattainable marketing strategies. Price strategy, devised according to product andmarket strategies, is a portfolio of high-price strategies, low-price strategies, pricingstrategies and discount strategies composed according to product attributes and needsfor target market segmentation. Promotion strategies, originating from industrypractices, are formulated to stimulate market, which focus on target market.Promotion, not equivalent to price reduction, pays more attention to producecombined effects of product attributes. Promotion strategies are carried out in formsof pre-sale promotion, seasonal promotion, industry promotion and flexiblepurchasing.This paper refines the process through which strategies are devised as far aspossible and elaborates the approaches to calculate pre-estimated data, in order that the research processes and methods can be popularized and copied. In marketing, allmethods and theories absolutely originate from practices, which would be of moresignificance through constant application and adjustment in practices.