Research On Service Marketing Strategy Of Bus Shelter Media For BM Advertising Company

Bus shelters are an important part of outdoor advertising.Because of their wide coverage,high contact frequency,and non-disgusting audiences,they play a unique role in improving brand awareness and promoting the long-term healthy development of brands.They have always been in the media mix of advertisers.a place.BM Advertising Company is the largest media operation company for bus shelters in China,mainly engaged in the media resources of bus shelters in first-and second-tier cities in China.In recent years,the challenge faced by BM advertising company is that advertisers pay more and more attention to refined marketing,and put forward higher requirements for the accuracy of advertising and the effect feedback after advertising.As a result,the mass media represented by bus shelters,It’s getting harder and harder to integrate into advertisers’ new advertising plans.The difficulties encountered by BM advertising companies are universal and typical for traditional outdoor advertising companies.Through the research on the service marketing strategy of BM advertising companies,this thesis sorts out the bus shelter service marketing strategy suitable for the current market environment,which is a good example for the traditional outdoor advertising industry.Provide theoretical basis and practical guidance for formulating service marketing strategies to help and promote the sustainable and healthy development of such enterprises.This thesis uses literature research method,benchmarking comparison method,case study method and other research methods.First,it sorts out the research progress of outdoor advertising marketing strategy and data-enabled outdoor advertising research.It is found that there is no service marketing strategy for bus shelter media.Research,and the mainstream of data empowerment research is still research on digital media and traditional advertising agencies,and there is very little research on data empowerment for outdoor advertising companies.This article will fill this gap.Secondly,this thesis studies the development process of BM advertising company,and summarizes the problems encountered in the current development.The main problem is that the existing products need to be repositioned,the training mechanism is lacking,and the external publicity means is single.On the basis of clear problems,comprehensively analyze the internal and external environment of BM advertising company,and find solutions.First,use the PEST tool to sort out and analyze the macro environment of the outdoor advertising industry,and then use the Porter five forces model to analyze the industrial environment in which BM advertising company is located,and finally use the SWOT analysis model to summarize and analyze.Through the above comprehensive analysis,it is believed that the company-level strategy of BM advertising company should choose the expansion strategy.Then,in the case of clear company-level strategy,using STP positioning theory,design marketing strategy for BM advertising company.The market is segmented in two dimensions:region and client industry,and market segments are evaluated based on indicators such as market size,growth,structural attractiveness,corporate goals,and resource matching,and ultimately reposition BM Advertising’s bus shelter media as "Brand Breaking Media".After repositioning the product,using the 7Ps combination strategy,a set of implementation plans was designed for the BM advertising company.The focus was on redesigning the product,proposing the concept of a blank suit.And by studying the promotion strategies of advanced companies in the industry,design the promotion strategies of BM advertising companies.Finally,in order to ensure the smooth implementation of the marketing strategy,the implementation safeguards are put forward.The CRM system,sales support system,and after-sales system should be upgraded.Among them,the CRM system should enable the salesmen to independently carry out customized delivery to the target group;the sales support system should produce more high-quality cases and provide regular training to the salesmen;the after-sales system should ensure the quality of publications,etc.