XX广告有限公司直投期刊促销策略研究_市场营销.doc

摘要:当市场正在从大众消费向分众营销转型，产品和市场不断被细分与定义的时候，越来越多的营销者却发现广告通过大众传媒来完成，无法有效区分需要的目标受众。因此，应喻而生的直投期刊广告给广告界带来了新的发展。

　　　大连时空快讯广告公司作为目前大连地区比较专业的发送直投期刊的广告公司，在大连地区已经有了一定的知名度。本论文在分析了大连时空快讯广告公司直投期刊广告业务营销环境的基础上，分析了大连时空快讯广告公司金州分公司的促销活动及目前促销活动的优点和不足，为公司以后的发展提供明确的目标。在此基础上对公司的下一步促销策略做出全面、系统的计划。以达到增加公司在金州地区的美誉度的基本目标，促进公司的发展，最后实现企业价值的最大化。

关键词：直投期刊；促销问题；促销策略

Abstract:When the market is moving away from mass consumption to Focus marketing restructuring, product and market segments and continue to be defined, more and more marketing, they found that advertising through the mass media to complete, can not effectively distinguish between the needs of the target audience. Therefore, Yu and hygiene should be allowed to vote in the advertising industry journal advertising has brought new development.

　　　Dalian Time –Space Alerts Advertising Company as compared to the current Dalian sent straight to the professional journal advertising companies in Dalian have a certain degree of visibility. In this paper, the analysis of space-time alerts Dalian advertising company Direct marketing advertising business journal for the environment on the basis of analysis of the space-time alerts advertising company in Dalian of the state branch of the current promotional activities and promotional activities of the strengths and weaknesses, after the company for the development of Clear objectives. On this basis the company's marketing strategy for the next step to a comprehensive, systematic plan. To achieve an increase in the JinZhou Area's reputation in the basic objective of promoting the development and finally realize the maximization of corporate value.

Key Words：DM Periodical；Promotion；Advertisement

通过对xx分公司的市场环境和现有促销活动的分析，总结出现有的促销方式的优势和缺点，根据企业自身的特点，进一步明确目标市场，并在更详细的目标市场内展开更加全面、系统的促销活动，以达到增加公司在金州地区的美誉度的基本目标，促进公司的发展，最后实现企业价值的最大化。