南京鼎华传媒有限公司营销策划
摘要：随着科技的进步和信息化的迅猛 发展，我国传媒业正在步入一个新的发展时期，新的理念、新的业务、新的创造层出不穷。传媒业的体制机制、发展方式、传播手段等都在发生着一场根本性的变革。这场变革将使我国传媒业彻底摆脱旧体制的束缚，跳出条块分割的狭小天地，实现资本市场与传媒产业的互动双赢，运用网络技术及各类新媒体新技术实现新媒 体与传统媒体的共生共荣，进一步推动我国传媒行业的大繁荣和大发展。 本论文以市场营销理论为依据，以伴随着中国传媒业大环境变化而成长起来的南京鼎华传媒公司为研究对象。
关键词：传媒；环境分析；营销策略
Nanjing ding members presents media co., LTD. Sales planning
Abstract: With the rapid development of the progress of science and technology and information technology, the media industry in China is moving into a new period of development, new ideas, new business, new creation emerge in endlessly. Media institutions and mechanisms, development mode, transmission methods such as in a fundamental change. This change will make the media industry in our country thoroughly get rid of the bondage co-prosperity of new media and traditional media, to promote the great prosperity and development i of China's media industry. In this paper based on marketing theory, along with China's media industry environment change and grow up in Nanjing ding China media company as the research object.
Keyword：The media; Analysis of the environment; The marketing strategy
目录
摘要、关键词：.......................................................................................................1
一、企业概况.........................................................................................................1
（一）公司简介.................................................................................................1
（二）鼎华公司主营业务.................................................................................2
二、鼎华公司发展情况.........................................................................................2
（一）鼎华公司营销总体情况.........................................................................2
（二）鼎华公司现行营销策略.........................................................................2
三、鼎华公司现行营销策略存在的问题.............................................................4
（一）营销观念陈日.........................................................................................4
（二）服务与品牌战略意识缺乏 ...................................................................5
（三）创新手段不足.........................................................................................5
（四）价格政策混乱.........................................................................................6
四、鼎华公司营销环境分析.................................................................................6
（一）外部环境分析.........................................................................................6
（二）内部环境分析.........................................................................................6
五、鼎华公司营销新策略.....................................................................................7
（一）市场定位.................................................................................................7
（二）价格策略.................................................................................................7
（三）渠道策略.................................................................................................8
六、建议 ..............................................................................................................8
（一）加大并完善人才培养力度与机制.........................................................8
（二）加强企业文化建设.................................................................................8
（三）加强企业销售人员提前做好计划..........................................................9
参考文献................................................................................................................10
参考文献
[1]叶枫.《重新审视销售的定义》.中国纺织出版社.2011
[2]刘冰.《企业竞争情报基础》.首都经济贸易大学出版社.2010
[3]何晓兵.《销售业务管理》.科学出版社.2011
[4]邓琼芳.《掌握营销100钟手段》.北京工业大学出版社.2010
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