Research On Marketing Strategies Of X Media Company

Founded in 2003,X Media Company has developed and operated elevator TV media,elevator frame poster media,cinema screen advertising media and terminal store media in more than 300 cities across the country,forming the largest media network in the city.Today,X Media is faced with rising operating costs,falling profit margins,homogenous media competition in the industry,new media competing for advertiser budgets,a single product structure,and the need for marketing teams to be strengthened.Based on the field research,combined with the situation of domestic advertising industry and X media company,this paper uses modern marketing theory to combine the new marketing strategy for X Media Company and puts forward corresponding implementation safeguard measures.Based on a comprehensive analysis of the current situation of X Media Company,the current situation of marketing and existing problems,based on the basic theory of marketing,this paper adopts PEST analysis method to deal with the political and legal environment,economic environment,technical environment and social and cultural environment of X Media Company.Analyze.The Porter Five Force Model was used to examine the industrial environment of X Media.In the company's internal environment analysis,we identify strengths and weaknesses in terms of media resources,finance,core management and sales teams,customer resources,brand appeal and industry status.Combined with the SWOT analysis method,the core competitiveness of X Media's current media terminal coverage capability,media feature advantage,media sales capability,and media product research and development capabilities are further summarized.On this basis,according to the combination theory of STP and 4P,the target market segmentation,target market and product positioning of X Media Company are proposed and the marketing strategy combination of X Media Company is derived.X Media Co.,Ltd.develops and positions media service providers that are precise,intelligent,data-oriented and professionalized according to the times,from place to place,and on demand.Propose a differentiated layout with competitors and propose new marketing strategies in terms of products,prices,channels,and sales.Finally,the safeguard measures for the implementation of specific marketing strategies are proposed from the aspects of organizational structure construction,marketing team building,corporate branding and cultural construction.In view of the problems existing in the marketing of X Media Company,this paper proposes a series of constructive marketing strategies and safeguard measures.For X Media Company and similar domestic traditional traditional advertising companies to respond to changes in the media environment,improve marketing strategies,and improve the level of income,Has a certain application value and reference significance.At the same time,it helps the relevant enterprises in the advertising industry to respond to changes in internal and external environment,provide a theoretical basis and practical guidance for effectively and effectively establishing their own marketing strategies and improving their comprehensive competitiveness.