Research On Customer Satisfaction Oriented Marketing Management Of International Broadcasting Group International

Since the 90s of last century, the rapid development of China’s media market, the media increasingly competitive, with the broadcasting reform progresses, more and more radio and television media embarked on a group, industrialization and internationalization of the restructuring and development of the road. Founded in 2004, A Media Group International Channel, shouldering the political mission of outreach, but also because of the particularity of external communication, a prominent market facing pressure to survive, its media products, advertising, pricing, broadcast channels, and promotional and advertising such situation is not satisfactory, there are also marketing management such as:lack of market power and innovation, casual pricing to advertisers, decoupling sales, marketing, lack of energy, and decreased customer satisfaction issues.In this paper, customer satisfaction theory,4Ps marketing strategies based on research into 4Cs marketing strategy mix, product, channel, pricing, promotion, four research directions, by integrating theory with practice, the formation of audiences and advertisers oriented products strategy to support the advertisers cost-oriented pricing strategy, in order to facilitate customer-oriented channel strategy, in order to communicate promotional strategies oriented marketing strategy portfolio and operational management according to the channel status, targeted marketing management optimization proposed enhance the implementation of the point, we must first strengthen the concept of marketing strategy, marketing strategy and channel strategy will be a high degree of match, the establishment of long-term scientific marketing management mechanism, scientific understanding of the market environment at the same time transform, through scientific analysis, the use of integrated marketing, such as different means to adapt to the market environment for domestic and foreign media transformation, followed by marketing organization and establish a rational framework for agencies to set clear and reasonable and efficient, to avoid overlap of business, a clear responsibility and authority staff to develop measurable, achievable marketing goals effectively and establish a fair reasonable salary structure and promotion mechanisms, and ultimately establish the audience first, quality first TV channel brand culture, adhere to the responsibility to shape the brand, quality achievements of the future-oriented culture, enhance the value of the audience, so that A Media Group International Channel Marketing Management Group, together with the growth of and embarked on a virtuous cycle of development.