时空快讯广告有限公司直投期刊促销策略研究

论文编号:GS220  论文字数:14047,页数:24

摘    要
 当市场正在从大众消费向分众营销转型，产品和市场不断被细分与定义的时候，越来越多的营销者却发现广告通过大众传媒来完成，无法有效区分需要的目标受众。因此，应喻而生的直投期刊广告给广告界带来了新的发展。
 大连时空快讯广告公司作为目前大连地区比较专业的发送直投期刊的广告公司，在大连地区已经有了一定的知名度。本论文在分析了大连时空快讯广告公司直投期刊广告业务营销环境的基础上，分析了大连时空快讯广告公司金州分公司的促销活动及目前促销活动的优点和不足，为公司以后的发展提供明确的目标。在此基础上对公司的下一步促销策略做出全面、系统的计划。以达到增加公司在金州地区的美誉度的基本目标，促进公司的发展，最后实现企业价值的最大化。

关键词：直投期刊；促销问题；促销策略

Dalian Time –Space Alerts Advertising Company DM Periodical Promotion Strategy Research

Abstract
 When the market is moving away from mass consumption to Focus marketing restructuring, product and market segments and continue to be defined, more and more marketing, they found that advertising through the mass media to complete, can not effectively distinguish between the needs of the target audience. Therefore, Yu and hygiene should be allowed to vote in the advertising industry journal advertising has brought new development.
 Dalian Time –Space Alerts Advertising Company as compared to the current Dalian sent straight to the professional journal advertising companies in Dalian have a certain degree of visibility. In this paper, the analysis of space-time alerts Dalian advertising company Direct marketing advertising business journal for the environment on the basis of analysis of the space-time alerts advertising company in Dalian of the state branch of the current promotional activities and promotional activities of the strengths and weaknesses, after the company for the development of Clear objectives. On this basis the company's marketing strategy for the next step to a comprehensive, systematic plan. To achieve an increase in the JinZhou Area's reputation in the basic objective of promoting the development and finally realize the maximization of corporate value.

Key Words：DM Periodical；Promotion；Advertisement

目    录
摘    要 I
Abstract II
1 时空快讯广告有限公司业务发展状况 1
2 时空快讯广告有限公司直投广告业务的营销环境分析 3
2.1 外部环境分析 3
2.1.1 经济技术环境 3
2.1.2 政治法规环境 3
2.1.3 地理人口环境 4
2.1.4 竞争者分析 4
2.1.5 消费者 6
2.2 内部环境分析 7
2.2.1 营销能力 7
2.2.2 财务能力 7
2.2.3 管理能力 7
3 时空快讯广告有限公司的促销现状及存在的问题 9
3.1 时空快讯广告有限公司促销现状 9
3.2 时空快讯广告有限公司促销存在的问题 9
3.2.1 针对性差 9
3.2.2 促销手段不够灵活 10
3.2.3 促销方式不够理想 10
3.2.4 价格高于同类竞争者 10
3.2.5 公司的经营体制不够健全 10
3.2.6 质量过剩问题 11
4 时空快讯广告有限公司的促销策略 12
4.1 人员推销策略 12
4.2 营业推广策略 13
4.2.1折价 13
4.2.2 优惠政策 13
4.2.3 现金退款 14
4.2.4 赠品 14
4.2.5 会员 14
4.2.6 时空蓝页业务 14
4.3 广告策略 14
4.4 公关策略 15
4.4.1与政府之间的公关策略 15
4.4.2 与同行业企业之间的公关策略 15
4.2.2 与企业之间的公关策略 15
结    论 17
参 考 文 献 18
致    谢 19

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