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论文编号：	584
作者编号：	2120061992
上传时间：	2008/6/19 23:25:54
中文题目：	电视媒体广告客户服务组合研究
英文题目：	Research on TV media AD custom
指导老师：	白长虹教授
中文关键字：	服务组合;服务质量;电视媒体广告
英文关键字：	Service package;Service qualit
中文摘要：	随着电视媒体行业的竞争日趋激烈，广告客户对于媒体的选择越来越广泛，对电视媒体的选择更加理性。中国加入WTO之后，广告客户的结构和需求都发生了很大的变化。在电视节目同质化日趋严重的情况下，电视媒体的整体服务质量越来越成为广告客户进行选择时的重要衡量标准。电视媒体广告组织提供给广告客户的不仅仅是广告播出的时段，而是一个整体的服务组合，包括核心服务、便利服务、支持服务、服务的可获性、服务的顾客互动性和服务的顾客参与性等多个方面。服务组合中所有要素的感知质量总和构成了电视媒体广告客户对媒体的感知质量。 本研究首先对服务质量和服务组合的相关理论、电视媒体广告经营的相关理论进行了理论梳理与总结；之后针对电视媒体广告客户的现状特征以及现阶段的服务需求进行了归纳与分析；之后进入本研究的核心部分，以服务营销、服务组合理论为研究基础，以电视媒体行业作为研究的行业背景，对针对电视媒体广告客户提供的服务组合做了分解的、详细的剖析和探讨。另外，在核心研究部分中，本研究采选国内某电视媒体广告部客户服务研究项目作为案例，根据这家电视媒体广告部的客户服务问卷调查的数据，对其服务组合中包含的各个方面做了单独的分析与比较，从而进一步指明了服务组合中的哪一部分是着重改进的方向。这一国内电视媒体广告部客户服务案例的加入使本文的研究更具现实意义。 通过以上几个部分的分析，本研究得出了电视媒体广告服务的服务组合研究模型，对模型中的每一部分做了详细的阐述分析；并且通过国内某电视媒体广告部客户服务研究的案例分析，指出了提高该电视媒体广告部客户服务整体服务组合服务质量的关键路径。通过本研究希望能够为中国电视媒体行业的广告服务与经营提供可参考的改进方案和建议。
英文摘要：	Along with the competition of TV media industry becoming severer, AD customers have much more choices to launch TV advertisement. The AD customers are becoming more rational to make decision. The structures and needs of the AD customers both have changed a lot after China joining WTO. In the situation of TV program homogeneity, quality of the whole service TV media supplied gradually turn into the important measure standard foe AD customers to make the choice. TV media provides not only the period of AD time, but a united service package. The package includes core service, convenient service, supportive service, obtained character of service, customer interactive character of service, and customer attendance character of service. The summation of perceived quality of each factors constitute the perceived quality of AD customers. This research review and conclude the theories of service quality，service package and the relative theories of TV media AD operation firstly. Then the research introduces and analyzes the status and service needs of AD customers at present. In the base of the theory review and the industry background analysis, the core section of the research particularly probe into the service package TV media provides. In addition, the research selects one TV media AD department customers’ service investigation project to be a typical case. In this part, the research analyzes each part of this TV media AD service package separately based on the questionnaire data the project provided, and point out the improving direction of the service package accordingly. The analysis of the case increases the realism sense of the research. According to the analysis of all the sections, the research educe the research model of TV media AD customers’ service package and the explanation to each part of the model. The research indicates the key route to improve the quality of the whole service package through the case study. The research expects to provide suggestion and scheme for the reference of TV media industry service management of China.
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