Research On Marketing Strategy Of Z Advertising Company In New Media Environment

In the Internet,digital,large data driven by the rapid rise of new media,with a flexible interactive,diverse forms of expression,free from space and time constraints and so on.New forms of communication are unknowingly changing people's communication and lifestyle,consumer-centric marketing strategy in many industries in the rapid spread.Advertising companies as a link to the brand and media intermediaries,the road of development is full of opportunities and challenges.On the one hand,competition among enterprises is increasing,advertisers are eager to seek breakout,transformation,trying to find a new marketing breakthrough,more and more advertisers to abandon the advertising agency,and directly face the media platform.On the other hand,the rise of new media,the success of the audience to the new media,while people's lifestyles and consumption habits have also been affected,user experience and satisfaction more and more attention,the traditional marketing model is no longer adapt to the new media environment.Z advertising company was established in 2002,mainly in the television media for the promotion of the terminal,involving television(including CCTV and some TV)buyout operations,advertising agency,advertising film planning,shooting,production and public relations activities.In the new media environment,the media to control the flow,the customer's demand is increasingly difficult to be met,making Z's business experienced unprecedented resistance.The current marketing strategy is clearly no longer adapt to changes in the environment,Z advertising companies show a lack of creativity,pricing,no competitive advantage,profits continue to decline and so on.Therefore,it is necessary to analyze the implementation of the marketing strategy of the company,and put forward the suggestions of improving the marketing strategy in the new media environment so as to enhance the efficiency of the company,enhance the market competitiveness and achieve the planned strategic objectives.This paper studies the problems in the marketing strategy of Z advertising company in the new media environment by investigating the implementation of the marketing strategy of Z advertising company.Based on the theory and method of service marketing,this paper draws lessons from the advanced experience at home and abroad,puts forward the solution and improvement Program to facilitate the company to improve the existing operating conditions.This chapter is divided into six chapters: the first chapter is the introduction,the background of this study,the significance of the study,the content of the study and the research methods are summarized;the second chapter is the relevant theory and practice of service marketing and advertising marketing;Chapter 3 is the analysis of the current marketing strategy of Z advertising company,and summarizes the current situation and marketing situation of the company.The fourth chapter analyzes the impact of the new media environment on the marketing strategy of Z advertising company,including the problems and causes of the marketing process.The fifth chapter puts forward the improvement scheme of Z advertising company's marketing strategy in the new media environment,including the improvement of product and channel.Chapter 6 is the conclusion and research prospect.At the same time,hope that this article for other advertising companies in improving marketing strategies to provide constructive advice in marketing decision-making can provide valuable reference recommendations.