Research On Marketing Strategy Of A Media Company

This thesis focuses on the research of A media company,based on the classic marketing theory,the analysis of A media company's marketing environment,the selection and positioning of market segments and the formulation of marketing strategy.From the problems of the current marketing situation to the analysis of the causes,from the analysis of the marketing environment to the formulation of the marketing strategy,the final marketing strategy scheme is obtained step by step along the theoretical logic.Firstly,this thesis analyzes the current marketing situation and the causes of the problems of A media company by combining the methods of questionnaire survey and interview,and then analyzes the political environment,economic environment,social environment and technical environment of the company by PEST analysis.Using Porter's five forces model,this thesis studies the industry environment from five aspects: the bargaining power of suppliers,the bargaining power of buyers,the threat of potential entrants,the threat of substitutes and the threat of existing competitors of A media company.Further analyze the company's strengths and weaknesses in combination with SWOT tools.On this basis,according to STP theory and 7PS combination marketing theory,this thesis summarizes the market segmentation,target market and product positioning of A media company,and derives the marketing strategy combination of A media company.Develop and position A media company as a professional community access control media service provider.Focusing on the current marketing situation of the A media company,The marketing strategy of A Media Company is formulated from seven aspects: product,price,place and promotion.In terms of products,adhere to community door media,improve product quality,to provide customers with personalized service,and realize the conversion rate of advertising effect;In terms of price,by analyzing the factors affecting the price of media products,it is concluded that the implementation of differentiated pricing,price discount and other strategies;In terms of channels,combined with the understanding of the market,it puts forward the direction of giving priority to direct sales channels and supplemented by agency channels;In terms of promotion,by analyzing the market demand,it mainly starts from business promotion and personnel promotion;In terms of personnel,do a good job in staff training and improve training management and incentive system;In terms of service process,strengthen personnel training,create point selection system,increase customer after-sales feedback and collect business process;In terms of tangible display,increase product display and production of exhibition materials in the office,and strengthen the tangible display in the sales process.Finally,it puts forward the safeguard measures for the implementation of specific marketing strategies from the aspects of system construction,human resources construction,customer relationship management and financial system management.Although the A media company grows rapidly,it also encounters growth bottlenecks.How to formulate marketing strategies to achieve long-term and sustainable development is the main problem this thesis wants to explore.