传统媒体广告市场运营战略浅析--基于GXD传媒集团的案例分析

摘要

The study takes GXD media group as an example.Through in-depth interviews,ques-tionnaires and other research methods,using quantitative and qualitative analysis,this paper analyzes the operation of the advertising market from several dimensions,such as organization structure,mar-keting,customer relationship management.It also,by using collaborative theory,builds advertising market operation strategies based on customer-oriented,market-centered,and advertisement-cen-tered core platform,and proposes some carry-out suggestions.It’s purposed to provide reference for the market operation of China’s traditional media.%文章以 GXD传媒集团为范本，通过深度访谈、调查问卷等研究方式，并运用定量和定性分析方法，从组织结构、市场营销、客户关系管理等维度对该集团广告市场运营情况进行了深度剖析，借助战略协同理论，构建了以客户为导向、以市场为中心、以广告中心为核心平台的广告市场运营战略并提出了实施建议，以期为我国传统媒体的市场运营提供借鉴。