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Research on Improving the Marketing Strategy of the Saatchi&Saatchi Great Wall Advertising Agency

Author: HuangZuo
Tutor: WangZhong
School: Hunan University
Course: Business Administration
Keywords: Saatchi&Saatchi Great Wall Advertising Agency marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 116
Quote: 0
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Abstract


The total advertising market in China for many years to more than10%per year rate of growth is to become one of the world’s largest advertising market. Large foreign multinational advertising companies is seeking to enter the Chinese territory and has expanded rapidly, and fierce competition with local advertising. Saatchi&Saatchi Great Wall Advertising Agency experience in marketing has been difficult to adapt to the external environment of rapidly changing markets, extensive management, marketing, marketing problems are not fundamentally resolved, leading to a gradual slowdown in the development of the company’s turnover, stop growth, and the emergence of a downward trend.In this paper, literature research, interviews, Saatchi&Saatchi Great Wall Advertising Agency marketing strategy improved the guidance of the theory of marketing. First, the Saatchi&Saatchi Great Wall Advertising Agency’s external marketing environment, internal marketing environment and competitive bad environment. Analysts believe that the Saatchi&Saatchi Great Wall Advertising Agency to face the external environment, domestic advertising media and advertising company uneven development strength, the advertising industry, the lack of centralized management, the foreign advertising company strength level is better than the strength of the local advertising companies in China, eastern and western regions in China’s advertising industry uneven development, advertising the policy constantly improve and the steady growth of the national economy; internal environment includes advertising company organizational structure, operations, internal management of the three aspects; addition, the competitive environment, in addition to internal competition compete with the company’s external customers, supplier competition and industry competition; Then, on the basis of the analysis of the Saatchi&Saatchi Great Wall Advertising Agency marketing status is not formed from the effective combination of products, the pricing system is unscientific, ineffective promotion and marketing staff mobility and large four aspects of the problems of the Saatchi&Saatchi Great Wall Advertising Agency marketing are discussed; Secondly, the use of market segmentation theory, Saatchi&Saatchi Great Wall Advertising Agency market segmentation, and then evaluate and select market segments, to locate the target market selected by Saatchi&Saatchi Great Wall Advertising Agency. Again, the formulation of the Saatchi&Saatchi Great Wall Advertising Agency marketing strategy, including Saatchi&Saatchi Great Wall Advertising Agency’s product strategy, pricing, channel and promotional strategies; Saatchi&Saatchi Great Wall Advertising Agency marketing strategy improved security measures:improving the company customer relationship management system; strengthen the company’s human resources management; training employees service marketing concepts; improve the knowledge management system.In conclusion, the use of advanced enterprise marketing management theory discussed improvements to Saatchi&Saatchi Great Wall Advertising Agency, both the analysis of the current situation, to clear its marketing improvement strategies, and its improvement strategies to implement effective, feasible solutions. Through this research, in the hope that better for the Saatchi&Saatchi advertising agency in the fierce competition in the advertising market take the right corporate marketing strategy, continue to maintain a superior position to provide a useful reference.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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