本文選題：大美資訊 + 服務(wù)營(yíng)銷　； 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：本文主要研究的是大美資訊公司服務(wù)營(yíng)銷策略。大美資訊公司是我國(guó)一家傳統(tǒng)媒體行業(yè)的廣告營(yíng)銷公司,主要涉及的產(chǎn)業(yè)領(lǐng)域是太陽(yáng)能光伏產(chǎn)業(yè)。自從公司建立開(kāi)始,陸續(xù)開(kāi)展了紙媒體廣告業(yè)務(wù)、互聯(lián)網(wǎng)廣告業(yè)務(wù)和展會(huì)組織和廣告業(yè)務(wù)。但是隨著互聯(lián)網(wǎng)經(jīng)濟(jì)的快速發(fā)展和技術(shù)改革,已經(jīng)有越來(lái)越多的客戶改變了傳統(tǒng)媒體廣告投放模式,因此對(duì)大美資訊公司的業(yè)務(wù)造成較大的影響。本文的研究主要是通過(guò)以下幾個(gè)部分完成的:首先,明確了研究背景與意義、研究方法和內(nèi)容,梳理了國(guó)內(nèi)外研究現(xiàn)狀和基礎(chǔ)理論;其次,在分析大美資訊公司的服務(wù)營(yíng)銷現(xiàn)狀,以及外部宏觀環(huán)境、行業(yè)發(fā)展趨勢(shì)、新舊媒體融合的營(yíng)銷環(huán)境之后,進(jìn)行了SWOT分析;再次,在進(jìn)行市場(chǎng)細(xì)分、市場(chǎng)選擇和市場(chǎng)定位的基礎(chǔ)上,從產(chǎn)品、渠道、價(jià)格、促銷、人員、有形展示、過(guò)程七個(gè)維度制定了大美資訊公司服務(wù)營(yíng)銷策略;最后從調(diào)整營(yíng)銷機(jī)構(gòu)、建立營(yíng)銷信息系統(tǒng)等方面制定了大美資訊公司服務(wù)營(yíng)銷策略的保障措施。本文的主要研究意義在于對(duì)傳統(tǒng)傳媒企業(yè)的服務(wù)營(yíng)銷策略開(kāi)展研究,符合當(dāng)下媒體行業(yè)變革期的關(guān)注對(duì)象,也能夠?yàn)槲覈?guó)的互聯(lián)網(wǎng)傳媒公司營(yíng)銷策略制定提供參考。
[Abstract]:This article mainly studies the service marketing strategy of Damei Information Company. Damei Information Co., Ltd. is an advertising marketing company of traditional media industry in China, which is mainly involved in solar photovoltaic industry. Since the establishment of the company, the paper media advertising business, Internet advertising business and exhibition organization and advertising business have been carried out one after another. However, with the rapid development of Internet economy and technological reform, more and more customers have changed the traditional media advertising mode, which has a great impact on the business of Damei Information Company. The research of this paper is mainly completed by the following parts: first, the research background and significance, research methods and content, combing the domestic and foreign research status and basic theory; secondly, After analyzing the current situation of service marketing of Damei Information Company, as well as the external macro environment, the development trend of the industry, and the marketing environment of new and old media integration, the SWOT analysis is carried out; thirdly, the market segmentation is carried out. On the basis of market selection and market positioning, this paper formulates the service marketing strategy of Damei Information Company from the seven dimensions of product, channel, price, promotion, personnel, physical display and process; finally, it adjusts the marketing organization. The establishment of marketing information system and other aspects of the company's service marketing strategy security measures. The main research significance of this paper is to carry out research on the service marketing strategy of traditional media enterprises, which accords with the focus of the current media industry reform period, and can also provide a reference for the formulation of marketing strategies of Internet media companies in China.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206-F;F274

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