联系我们

论文查询结果	返回搜索

论文编号：	144
作者编号：	2120051923
上传时间：	2007/6/27 23:27:47
中文题目：	电视媒体广告客户价值研究
英文题目：	Research on Customer Value of
指导老师：	白长虹
中文关键字：	电视媒体 顾客价值 服务质量 顾<
英文关键字：	TV media Customer value Serv
中文摘要：	中国媒体的竞争环境正在不断地发生着深刻的变化，由于省级卫视频道加入市场的竞争，竞争格局有从单极寡头独大转向多极市场的趋势。竞争的压力迫使各个电视媒体企业，不断进行市场化运作的尝试，电视媒体的经营逐渐开始转向以市场为导向，以广告客户的价值需求为导向，如何为广告客户提供优异的顾客价值成为电视媒体越来越关注的问题。 本研究从顾客价值理论入手，回顾和分析了顾客价值的定义和内涵，探讨了评价和分析顾客价值的理论工具，在此基础上，提出了顾客价值的动态管理过程。对顾客价值的管理始于调查顾客的价值需求，并得到他们有关目前价值现状的评价。然后可以通过顾客价值分析的理论工具，来直观地了解目前企业的价值表现。根据顾客的期望和企业的现状，思考该如何改善企业的经营现状，为顾客创造价值。与此同时，本文分析了中国电视媒体的经营环境和广告客户的需求现状，总结了广告客户在服务水平、数据支持、个性化产品等方面的价值需求，结合顾客价值概念的内容，提出了电视媒体广告客户顾客价值要素的几个构面。 本研究随后对CCTV的广告客户的顾客价值展开了实证研究，旨在得到他们对价值要素重要性水平和CCTV目前价值现状的评价。首先通过焦点小组的方法，识别出了电视媒体广告客户的顾客价值要素。其次展开了预测试和问卷调查，对得到的数据进行描述性统计和因子分析，最终得到了电视媒体顾客价值的五个构面，分别是产品及必要服务、增值服务、有形界面、服务人员以及长期关系，共16个指标。 在本文中，用实证说明了该如何应用顾客价值曲线以及价值分析图对顾客价值进行分析，通过这两种研究工具，直观地观察和分析电视媒体广告客户的顾客价值，动态地监测广告客户顾客价值的变化，对电视媒体提出管理建议，帮助电视媒体明确自身定位和服务策略调整。
英文摘要：	The competition environment among China's media industry is undergoing a remarkable change. With the entry of provincial media enterprises, the trend of market competition has witnessed a transition from unipolarization to multipolarization. Confronted by the huge pressure derived from such fierce competition, those media enterprises have been trying various market-oriented operation and management approaches, in order to make decisions based on market variation and customer expectation. The media enterprises are now focusing on providing their advertiser clients great customer value. Through the theoretical analysis, this research first proposed the definition of customer value, and then explored the theoretical tools of evaluating and analyzing customer value. Based on these findings, it proposed the dynamic process of managing customer value, which starts from identifying customers’ needs for values, then collecting their evaluation on the current value performance. With drawing the customer value curves, it directly got the picture of the level of value performance. In comparison of customer expectation on values and perception of actual value performance, companies can conclude how to improve the current operation process, products and service, in order to create values for customers. At the mean time, this paper analyzed the competing environment and advertiser clients’ needs, which can be summarized as service quality, data support customized products etc. Subsequently, we studied customer values among clients from CCTV, aiming at obtaining their appraisal on how crucial the elements of such values are and on the status quo of CCTV's values. Firstly through focus group this research get the initial value elements of advertiser clients, and then with the process of pretest and questionnaire research, followed by statistic analysis, it finally get the 5 dimensions of advertiser clients’ values, which are products and necessary service, value-added service, physical evidence, people and relationship, with 16 index in them. This paper illustrates how to use the customer value curve and value analysis picture to analyze customer value. Through these too analysis tools, media enterprises can observe and analyze the customer values of advertiser clients, monitor the change of their values dynamically, so that they can position their products and service strategically, and improve their service process constantly.
查看全文：	预览  下载(下载需要进行登录)