摘 要

随着经济全球化和科学技术的迅猛发展,我国广告市场总额获得了快速增长,从

全世界的范围来看,一些国际大型的广告公司拥有丰富的人才资源和先进技术,管理

水平的理念也相对科学,所以,自从他们在80年代进入我国广告市场以来,很快就

获得了飞速发展。近年来,我国的本土广告公司与之展开了激烈的竞争,长城梅地亚

文化传播有限公司就是我国本土广告公司的典型代表。目前,以长城梅地亚文化传播

有限公司为代表的我国本土广告企业面临着广告产业转型、外资广告企业的竞争等各

方面挑战,随着科学技术和社会经济的发展,经营压力越来越大。在这种情况下,我

国广告企业急需在自身品牌建设方面认清形势,详细分析,摸索出一套行之有效的品

牌营销战略模式。

本文以市场营销、战略管理、品牌管理的相关理论为指导,就国内外广告行业的

发展及现状进行分析,结合山东长城梅地亚文化传播有限公司的实际情况,提出了本

土广告公司在品牌营销方面所面临的实际问题,并结合企业具体情况,提出了以品牌

营销战略为核心的策略建议。为完善公司的品牌建设,本文尝试性地提出品牌营销提

升相应的建议:(1)立体化、整体化对品牌形象进行传播;(2)保证产品和服务质量,

在彰显专业实力的同时,获得客户的长久信任;(3)有效进行客户管理。希望本文

的研究能对本土民营广告公司的品牌营销战略建设起到一定的借鉴作用。

关键词:品牌营销战略;品牌维护;品牌提升

山东人学硕丨.学位论文

Abstract

With the rapid development of economic globalization and science & technology,

total market share of advertisement in China grows rapidly. From global market, supported

by rich human resources, advanced technology and scientific management, several major

international advertising companies entered into Chinese market from 1980s obtain rapid

growth. In recent years, there has been severe competition between Chinese local

advertising companies and international ones. Currently, Chinese local advertising

enterprises, represented by Great Wall Media (Shandong) Culture Communication Co., Ltd,

have been facing risks about advertisement industry transformation and severe competition

from foreign advertisement enterprises. Under such circumstance, local advertising

enterprises in China need to recognize their brand building, analyze detailed status and

grope a set of brand marketing strategies.

On basis of relevant theories concerning marketing, strategy and brand management,

this thesis makes analysis on the status quo and development of advertisement industry

both at home and abroad. By example in Great Wall Media (Shandong) Culture

Communication Co., Ltd, the writer put forward real problems concerning brand marketing

that local advertising enterprises and propose suggestion and strategy for brand marketing

promotion. In order to improve brand building, this paper tries to put forward proposals for

brand marketing promotion as follow: (1) brand image propagation integrated and

dimensional. (2) While developing profession, it is advisable to guarantee product quality

and obtain customers' long-term trust. (3) Manage customers effectively. All in all, the

writer hopes this paper can play a reference role for local private advertising enterprises in

terms of building a set of marketing strategy.

Key words: Brand marketing strategy; Brand maintenance; Brand promotion

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