传媒公司服务营销策略分析

题目：传媒公司服务营销策略分析

－以南昌轩逸文化传播有限公司为例

二〇一一年六月

摘要

随着我国市场经济的强力渗透和逐渐繁荣，媒介产业化渐入正轨；随着媒体越来越多地以企业行为介入市场，使得传媒公司的竞争日益加剧，南昌轩逸文化传播有限公司经验营销已经难以适应外部迅速变化的市场环境，服务营销管理粗放，营销中存在的问题得不到根本解决，导致公司的发展逐渐放缓，营业额也开始停止增长，并出现下降的趋势。针对这一情况本文主要以服务营销的思想为指导，在参考诸多资料的基础上，对南昌轩逸文化传播有限公司服务市场营销策略进行了深入研究。全文的研究内容首先，对南昌轩逸文化传播有限公司所处的传媒行业市场环境分析及传媒行业服务营销的重要性进行了概况。其次，对南昌轩逸文化传播有限公司服务营销现状及存在的问题进行了分析。再次，依据其存在的问题进行研究，相应的提出了南昌轩逸文化传播有限公司实施服务营销策略的建议。本文希望通过制定南昌轩逸文化传播有限公司完整的服务营销策略对改善公司营销中存在的问题，提高公司的市场竞争力，起到积极的促进作用，同时为同行业传媒公司起到抛砖引玉的作用。

关键词：传媒公司；南昌轩逸文化传播有限公司；服务营销；营销策略

ABSTRACT

With strong penetration of market economy and gradually prospered, the media industry getting back on track; as the media act more and more involved in the enterprise market, so increasing competition, Nanchang Xuanyi Culture Communication Co., Ltd. has been difficult to adapt marketing experience rapidly changing external market environment, service marketing, extensive management, marketing problems are not fundamentally resolved, resulting in slowing down the development of the company, turnover began to stop growing, and the downward trend. In this paper, for the situation to serve the marketing thinking, a lot of information in the reference, based on the Xuanyi Culture Communication Co., Ltd Nanchang, marketing strategy services, conducted in-depth research. The full text of research first, Nanchang Xuanyi Culture Communication Co., Ltd. in which the media industry market analysis and marketing services, the importance of the media industry had profiles. Secondly, the Xuanyi Culture Communication Co., Ltd. Nanchang service marketing situation and problems were analyzed. Again, according to study the problem of its existence, the corresponding proposed Xuanyi Culture Communication Co., Ltd Nanchang, the implementation of service marketing strategy recommendations. This paper aims to develop Xuanyi Culture Communication Co., Ltd Nanchang, full service marketing strategy to improve the problems of marketing, improve the company's market competitiveness and play a positive role in promoting, as well as better ideas with the industry's role in media company .

Key words：Media Companies; Nanchang Xuanyi Culture Communication Co., Ltd.;

Service marketing; Marketing strategy