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TV commercials Lean Marketing Strategies

Author: Zhang
Tutor: ChenLiPing
School: Capital University of Economics
Course: Business management
Keywords: TV ads Lean Marketing Marketing Innovation
CLC: F713.8;G221-F
Type: Master's thesis
Year: 2010
Downloads: 386
Quote: 2
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Abstract


Currently, both the interior and external of TV media ads business environment is changing drastically. Diversification of digitized information technology and spread style requires more of the manufacturing links and ads marketing links of the TV productions. Under the complicated competitive landscape, the most important thing in managing TV media is exploring different-point-ages ads marketing strategies.This article states contents of Optimized Management Theory and evaluation, then explores the basic train of thought that putting the’Lean Management’ of manufacture business into the TV ads marketing area. Besides, this article puts forward the importance for domestic TV media should capture market positioning, try to distinguish and eliminate all non-value enhancement activities in marketing, continue improving every marketing chain, effectively and accurately meet the customers’demand, implement the TV ads marketing changing from extensive management to professional, refined and optimized management under the instructions of ’Lean Thinking’.This article is divided of 5 sections. The first is foreword; the second is the Theory Summary of Optimized Marketing, stating the evaluation from ’Lean Thinking’,’Lean Management’to’Optimized Marketing’; besides, it also analyzes core contents and characteristic of’Lean Thinking’and ’Optimized Marketing’. The third is analysis of TV ads marketing environment, combining the problems between external marketing environment of TV ads marketing and internal marketing strategies, then putting forward the introduction and necessity of optimized marketing strategies. The fourth is main contents of TV ads optimized marketing management, analyzing the TV ads area character, putting forward specific methods of optimized marketing strategies. The last part is the conclusion of this thesis, pointing out that the optimized marketing management is the best way for the current TV media enterprises to keep sustainable competitive advantage.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Organization and management
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