Studies On CCTV Advertising Management Strategies And Countermeasures In The New Era

The importance of corporate strategy is more and more prominent accompanyingwith the economic globalization, technological revolution and knowledge economydevelopment, which mean that all the work in a corporation, should be under theframework of strategy management. And the strategy needs to be constantly adjusted tothe external and internal environment changes, besides of well-implementation.By reviewing the current situation of CCTV (China Central Television) advertising,it appears some problems in the course of development. In the above context, combinedwith the environmental requirements, CCTV puts forward its newbrand-and-internationalization-centered strategy that is. From the view of customerrelationship management (CRM), we analyze its system processes, organizationalstructure and human resources requested by the strategic objectives.Implementation is at least as important as generation to an idea. Leaders in CCTVneed to adopt a lot of tools to reach the end, here including product design, sales model,customer management, marketing, evaluation system, talent introduction, brandenhancement, diversified businesses, and etc..This study uses the methods of documentary research, empirical analysis and PESTanalysis, integrates the theory of management, economy and marketing, and analyzes thehistory, transformation, inadequacies, improvements and structures, which makes itcertain-valued to application and decision-making.For the first time, CCTV’s advertising strategies in its new stage are systematicallyanalyzed. This is a meso study focused on the layer of strategy adjustment andcountermeasures from the point of CRM, aiming at providing some cases and thinkingsfor advertising industry and CRM theory.