Research On Competitive Advantage Of Building Advertising Media Based On Customer Value

With the development of communication techniques and the changing of thecustomer’s consumption habits, the media industry has also changed its disseminationpattern from massification to demassification. In the past ten years, a large number ofnew demassification media have emerged and been integrated into our life, amongwhich the Building Advertising Media has the fastest developing speed, the largestdeveloping scale, the strongest social impact and the best performance. In the first fewyears, the Building Advertising Media has created fabulous business miracles oneafter another. However, due to the US subprime mortgage crisis, all kinds ofeconomic bubbles burst, and the Building Advertising Media was stuck in thedevelopment dilemma. Therefore, to adjust the business strategy so as to maintain itscompetitive advantage has been the Building Advertising media companies’ toppriority.There are two kinds of customers for Building Advertising Media, the advertiserand the advertising audience. Its early success couldn’t be achieved without the greatattention it has paid to the advertisers. But it failed to take the advertising audienceinto account in its later development which has made the dilemma occur. Thus, thepaper from the perspective of customer value research Building Advertising Mediacompetitive advantage. First of all, the article reviews the corporations competitiveadvantage theory and customer value theory, consider corporations should divert theirattention to customer value in the course of building their competitive strategy.Secondly, the article deeply analyzes the market competition situation of buildingadvertising media in our country, analyzed the development of industrial environmentfactor and the current dilemma, the dilemma in four aspects: broadcast content issingle, the lack of information interaction, mandatory problems and potential legalrisk, the main difficulties in these is neglected the advertising audience. Again, thearticle studies the advertisers, advertising audiences and advertising media, the relationship between building advertising media customer value model is constructedand its driving factors, through revealing building advertising media competitiveadvantage based on customer value formation mechanism, building advertising mediahas been gradually established competitive advantage formation model based oncustomer value, and on the basis of the model combined with industry characteristics,put forward from the market selection strategy, strategic support system construction,service, product strategy and customer relationship management from four aspects toachieve a competitive advantage in building advertising media. Finally, focus mediagroup for case analysis, combined with the model of this paper points out the keysuccess factors of focus media and connecting with the problems are proposed for itssolution. This article tries to reflect the reality of Building Advertising Media industrydevelopment in our country, put forward the feasible suggestion, hope can building toprovide some helps to the development of the advertising media industry in ourcountry.