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电视媒介广告竞争的发展已经使媒体经营者越来越清醒地认识到,媒体的根本任务是在于发现并满足广告主的需求。广义地讲,发现并满足广告主需求的工作就是客白服务,它实际上是一个事关媒体兴衰存亡的战略问题:任何忽视广告主需求的广告经营活动都不会成功。现在越来越多的电视媒体一改原有“坐商”形象,转变为“以市场为导向,以服务为中心”来运作,他们的目标不是短暂的客户满意而是建立长期的客声关系。但是要与客户建立长远的战略伙伴关系,并不是一味通过降低和削减产品价格来获取的,而应该通过有效的客户服务来达到这个目的。
The development of television media advertising competition has made media managers increasingly aware that the fundamental task of the media is to find and satisfy the needs of advertisers. Broadly speaking, the job of finding and satisfying advertisers’ needs is Hakka’s service. It is actually a strategic issue concerning the rise and fall of the media. Any advertising operation that neglects the demand of advertisers will not succeed. Now that more and more television media have changed their original image of “business establishment” to “market-oriented and service-oriented”, their goal is not to create short-term customer satisfaction but to build long-term Customer relationship. But to establish a long-term strategic partnership with customers, not by blindly reducing and cutting prices to get, but through effective customer service to achieve this goal.