Research On The Service Marketing Strategy Of TV Network Company

CBN(whole course: China Radio and Television Network Co.,Ltd.)has existed as a public institution that plays a role as the national "throat" for a long time.As a result of its undivided management system,its understanding of the entire industry and self-positioning have a great deviation.At the same time,because of its function as a service platform has been weakened repeatedly,its market service system and service consciousness become much weaker.In the situation of integration of Internet,telecommunication network and broadcast network,the market competition is extremely fierce.The former monopoly of CBN has been completely broken.The explosive impact of new media enables people to have a enriching material life and a higher spiritual pursuit.More and more people pay attention to the service products.The products provided by CBN are a kind of service products.The answer to the question that “How to carry out the business effectively and ensure the enterprise's prosperity and steady development?” is the essence of the marketing: service marketing.Based on the study and research of service marketing theory,this paper analyzes Company L according to the technical route of "posing problem-analyzing problemsolving problem".This paper use 7Ps marketing theory to analyze the current situation of service marketing of Company L.This paper focus on the specific problems of service marketing of Company L and makes a targeted study.On the other hand,combining PEST analysis method with SWOT analysis method,Porter five-force model analysis method and other enterprise internal and external environment analysis method,this paper makes a research on the service marketing environment of Company L.This paper provides effective service marketing strategy for Company L that can foster strengths and circumvent the weaknesses;find the opportunity in the adversity and deal with the competition from inside and outside the industry.It enables the company to embark on the road of sustainable development.Based on the internal and external environment and diversified market demand,this paper makes a strategic research on the development of Company L.In the end,it concludes that company L is suitable for twisting strategy(WO).This paper provides effective service marketing strategy for Company L and points out the safeguard measures that should be taken to implement the strategy.The following problems was founded exist in the service marketing of Company L: the overall quality of the content of the program is poor;the company use a single-echelon pricing strategy;its customer service is unprofessional;its staff do not have the overall awareness of service marketing;it lacks creative marketing channels;it lacks long-term customer service,it neglects process control;its marketing methods are not attractive and its customer relationship management system is incomplete.According to 7Ps marketing theory,this paper provides solutions to Company L from seven aspects: enrich the content of the basic programs;provide personalized service;lead the customers to choose highdefinition program;promote television applications;improve the value of service;reduce the price of the basic programs;implement personalized and flexible pricing strategy of the value-added interactive programs;expand diversified and individualized marketing channels;increase the number of business halls;improve the customer satisfaction of the online channels;expand market channels by using social resources;encourage all the staff to do the marketing;understand the importance of promotion strategy and make full use of it;improve the staff's service marketing consciousness and professional ability;build up marketing team;train marketing service experts and talents;do not ignore tangible display;make a visual impact on customers by using related facilities;improve the participation of the customers;implement a long-term effective feedback follow-up system.All the above strategies can not be achieved without the support from leaders at all level,management,all staff,advanced technology and funding.This paper provides strategic suggestions that can help Company L enhance its competitiveness.This paper analyzes the problems existing in the marketing process of Company L and provides effective solutions to these problems.To some extent,This paper can be used by other radio and television network companies as a reference to improve the construction of the radio and television network system.On the other hand,this paper provides some help for the development of service marketing research.