Researchon Marketing Strategy Of Yangzhou Radio And Televison Networks Service Co.ltd

Internet era of accelerated telecommunications networks, radio networks, the Internet "triple play" speed, major carriers increasingly fierce competition for the development of radio and television networks, it is not only an opportunity but also a challenge. Faced with the development and changes in customer demand in emerging networks, and how to improve their market competitiveness, and maximize the company’s marketing service level is very important.In this paper, the theory of service marketing research foundation, follow the "Ask a question- analysis of the problem- to solve the problem," the idea for analysis.The use of its service marketing status 4P’s of marketing theory to Yangzhou Radio and Television Network Limited(hereinafter referred to as "Yangzhou Radio") is analyzed, and the use of interviews to use 7P’s of marketing theory Yangzhou broadcasting service problems finishing. Then, analyze the Yangzhou Broadcasting Network services marketing environment, SWOT analysis, Porter’s five forces model analysis, etc., from their own internal and external environment as well as market demand point of development of radio and television networks Yangzhou conducted a comprehensive analysis of determine Yangzhou broadcasting service marketing strategy chosen to reverse strategy(WO). Finally, Yangzhou broadcasting service marketing strategies and safeguards, etc. depending on the selected strategy and the actual Yangzhou broadcasting.This study shows that Yangzhou broadcasting service marketing problems, in:Yangzhou broadcasting portfolio flawed relatively high quality of the products;pricing strategy is relatively simple, does not have the flexibility; poor customer service professional, service is not timely; right customers after signing a long-term lack of feedback and tracking service, not enough emphasis on the process control management; marketing channels for a single, new channels fatigue; customer classification unscientific, and other similar industries obvious differences, lack of competitiveness; still using the traditional marketing tool, not a marketing program toattract sex; Yangzhou employee service broadcasting weak marketing awareness,service quality is not high. Yangzhou broadcasting service marketing strategy from product, price, place, promotion, personnel management, physical evidence and process control seven aspects of the development, as follows: product diversification strategy requires the program and be able to achieve the conversion of HD products consumption, improve product service value, and be able to provide product feedback channels, timely product innovation; basic program requirements to ensure a competitive and flexible pricing program to ensure that pay as much as possible to change the pricing model on the pricing strategy; while the implementation of multi-channel marketing communications strategy, change the image of the traditional operating room, increasing APP service, making customer service more liberalization and strengthen the effective use of telephone services, improve customer service staff of professional competence, with corporate channels to achieve strategic cooperation, and increase self-media applications such as; full use advantage of promotional strategies, marketing strategies of the original upgrade, full use of the mobile phone development resources; focus on training their staff awareness and quality of service, as far as possible the formation of their professional services marketing team; effective tangible show, the entire process effective and reasonable control. Multi-faceted support Yangzhou broadcasting service marketing strategy ultimately realize the need for management, staff, funding, etc. to be realized.This study to enhance the competitiveness of Yangzhou Radio has some value,but also for being the formation of China Radio and Television Network Limited established nationwide service marketing strategy to provide strategic guidance, but also for related broadcast television network’s development provide a reference.