Research On The Management Of Advertising Major Clients In Xiaoxiang Morning News Department

News media focused on the issue of market competition and advertising market, and newspaper advertising revenue in the modern media’s share of turnover is growing. News media advertising market competition in the final analysis is to compete for advertising resources caused by large customers, develop a large customer resource is the media reported operating income and profits growing major security and breakthrough. Large customers should be the most profitable customer base is in the advertising business management practice, Xiaoxiang Morning Herald Group rely on the market can not meet the natural growth of the newspaper need long-term competitive advantage, growth in the market under its own power shortage, the need to management of large customers, the proposed strategy, take the initiative to look for incremental, guide and stimulate market growth, in order to continuously improve the comparative advantage with competitors.With this question, analyze and solve problems with the principles of case analysis, comparative study of law and literature study method, in the full study account management theory and practice of media, account management, based on the advertising department of Xiaoxiang Morning management of customer management strategies for in-depth analysis, and make their own independent views.This paper is divided into five chapters, the first chapter of introduction, discussion of this article describes the background, the theoretical value and practical significance, as well as ideas and methods of this study:chapter Ⅱ, the theory of large customer management organization analysis, management of large customers theory and media practice are described; third chapter is the Department of Xiaoxiang Morning News advertising account management background and current situation analysis, the object of this study was to explore a whole, including advertising on the Xiaoxiang Morning competitive suppliers and buyers who’s bargaining power, the threat of potential entrants, threat of substitutes, and competition among the media industry with Porter’s five forces model analysis and system for account management Xiaoxiang Morning SWOT analysis; Chapter is Xiaoxiang Morning Department of Advertising Account Management planning and management of the proposed ideas, and Xiaoxiang Morning advertisers Account Management Department provide some of the responses; this chapter is the conclusion and outlook, in concluding remarks, noted that the shortcomings of this study Department and the future need to work together.