安徽影视频道广告客户的忠诚度研究-工商管理专业论文.docxVIP

PAGE PAGE 4 安徽影视频道广告客户的忠诚度研究 摘 要 电视台通过向广告客户出卖广告时段、出卖观众的注意力资源来获取利益， 因此电视台的广告经营是一种特殊的市场营销。目前，中国有 3000 多个电视频 道，上到中央电视台和各省卫视台，下到各个地方的城市台，频道间的广告客 户竞争非常激烈。安徽影视频道作为安徽第一的省级地面媒体，也面临着同样 激烈的竞争压力。 论文综述了广告客户和忠诚度的相关理论；分析了安徽影视频道的优劣势， 并对其广告经营进行了宏观环境分析和竞争环境分析；通过资料查阅和相关人 员的访谈，得出安徽影视频道广告客户的忠诚度的关键影响因素为：收视率因 素、价格因素和营销服务等。在此基础上，给出了提升安徽影视频道广告客户 忠诚度的建议。在频道影响力提高方面，要加大频道自身的推广力度，提高频 道的品质。在合理广告价格系统的建立上，要建立相互支撑的、稳定的和灵活 的价格系统。在广告营销管理方面，对营销人员进行分类管理与培训，具体分 类为：一线广告销售人员、一线辅助服务人员、二线广告营销策划人员和二线 的非营销策划人员；加强服务过程管理，包括内部过程管理和对外服务质量控 制。以安徽职业经理人俱乐部为主要形式，实现多样化的客户增值服务；通过 与客户的充分互动，运用关系营销达到提高客户忠诚度的目的。 关键词：安徽影视频道；广告客户；忠诚度；策略建议 Research on the Advertisement Customer Loyalty of Anhui Movie Channel Abstract Television through the advertisers sell advertising slots, betray the viewers attention resources to gain an advantage, so TV advertising business is a special kind of marketing. At present, China has more than 3,000 television channels, up to CCTV and provinces in each place, Satellite channel under the City channel, channel between advertising clients the competition is fierce. Anhui television channel as anhui provincial ground first media, face the same fierce competition pressure. Paper summarized advertisers and loyalty related theory; Analyses the advantages and disadvantages of film and television channel anhui province of its advertising business, and the macro environment analysis and competitive environment analysis; Through the information access and relevant personnel of interviews, draw the anhui movie channel advertising customer loyalty for: the key factors influencing factors, price factors and ratings marketing service, etc. On this basis, the movie channel is given in anhui ascension customer loyalty advertising proposal. In the channel, to increase the influence to improve the promotion efficiency, channel itself. The quality improving channel In the establishment of a reasonable price system on advertising, to establish mutual support, stable and flexible price system. In a