z频道广告产品的营销策略研究工商管理专业论文.docxVIP

广东工业大学硕士学位论文Abstract 广东工业大学硕士学位论文 Abstract In 2008the global economic crisis spread，the Chinese economy has been affected to some extent，Chinas economic growth from the hi曲speed growth，the slow adjustment．The real economy in the doldrums，advertising market is shrinking． The rapid development of the Intemet，the rise of new media,the advertising market is limited to seize，the status of traditional TV media hegemony is gradually eroded． In the face of such fierce competition environment，the traditional TV media advertising market to maintain favorable competitive position，how to improve the marketing strategy in the industry,the influence，how to change，is the key of the competition。 The article combines the author in the operation state of channel Z，marketing strategy for its products to make effective feasible advertising．First of all，this paper uses PEST tool to analyze the macro environment，then use the SWOT tool to Z channel the investigation and Analysis on the environment of industry,as traditional TV media Z channel is in jam of the situation，but there are still advantages of its own development and to find out the current the opportunity and、threat of the ground channel Z channel．combined with the Z channel’S own advantages and NY advertising company internal weaknesses，summed up the problems currently encountered：advertising resource utilization rate drops，advertising revenue drops， brand advertisers loss．Furthermore use STP tool to Z channel of the market re segmentation，to determine a suitable target market of Z channel development，and combining with the method of combination of 4P marketing strategy and optimize the brand strategy,formulated in accordance with the Z channel advertising products in The marketing as the theoretical basis，to Z channel as the research object， through actual encountered summary and Analysis on the problems，propose solutions to deal with，on the Z channel advertising products marketing strategy,and Z channel where the influen