| Phoenix Satellite TV, as the most influential Chinese media overseas, since the launch of it, for the idea to reduce the distance to the world of Global Chinese and say the voice of Chinese philosophy, it has set up a effective communication bridge between the two Coast three areas and the global Chinese. Phoenix Satellite TV has become the satellite television industry leader emerge through a series of brilliant programs established unique secondary transmission Sanming and the implementation of the strategy in just 10 years. However, facing the fierce competition in the market for complex environment, Phoenix Satellite TV, how to make the target advertising market positioning more accurately and improve the marketing, has become the important issues which should be considered and resolved of the advertising business sales institutions.This article based on the advertising industry market marketing related theory, in discusses the domestic and foreign related advertisements marketing fundamental research present situation and in the application present situation foundation, first has carried on Phoenix Satellite TV the advertisement service macroscopic environment and the industrial environment analysis, has obtained Phoenix Satellite TV the exterior opportunity and the threat; Next has carried on Phoenix Satellite TV the advertisement service marketing interior resources condition and the competitive ability appraised that, has obtained its main superiority and the inferiority; Rests on the present overall advertising industry once more the market condition, seeks Phoenix Satellite TV the goal market, and has carried on Phoenix Satellite TV the advertisement service market localization; Finally carried on Phoenix Satellite TV the advertisement product marketing strategy using the 4P strategy to conduct the research: In the product strategy, this article mainly arranged two aspects from Phoenix Satellite TV the advertisement product design as well as the advertisement product to carry on the elaboration, in the price strategy, this article in analyzed Phoenix Satellite TV the advertisement product price influence factor in the foundation, proposed suited Phoenix Satellite TV the advertisement product the fixed price way, in the channel strategy, how did this article as well as maintain the channel on Phoenix Satellite TV the advertisement service like river establishment channel to conduct the research, in the promotion strategy, this article in analyzed Phoenix Satellite TV the existing promotion strategy in the foundation, mainly planned, the promotion brand from promotion plans as well as the promotion preferential benefit reward plans three aspects to conduct the research; In order to above guarantee the marketing strategy plan effective implementation, this article proposed the establishment advertisement service achievements inspection mechanism, promotes the OEC type dynamic management, the development relations marketing and so on several aspects brand-new marketing mentalities. |
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