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案例编号: MKT-0477
被浏览次数: 206 次
案例名称: 新媒体时代下,洲际广告全面升级以应对生存挑战
译名: Intercontinental Media upgraded to meet the challenge of survival under the new media age
案例作者: 金玉芳,张倩毓,邹学莉
作者单位: 大连理工大学
指导者:
译者:
背景单位名称: 沈阳洲际广告有限责任公司
行业: 服务业
规模: 中型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 21 页
案例类型: 描述型
中文关键词: 洲际广告;新媒体;传统媒体;双边市场
英文关键词: Intercontinental Media;New Media; Traditional Media;Bilateral Market
中文摘要: 在信息技术时代,广告公司身处更为复杂多变的环境,新媒体营销模式已显露出巨大的商机,这对传统广告行业来说,无疑面临着创新与竞争发展的全新课题。本案例介绍了洲际广告,工业品行业中一家经营传统媒体的广告公司,在新媒体时代所面临的挑战,讲述了洲际广告总经理和两位部门经理商讨并决定采取的公司整合营销策略升级方案。引导学生思考双边市场特征对于整合营销传播策略制定的影响,同时,在三位经理的分析的基础之上,启发学习者思考洲际广告如何进融合发展传统媒体和新兴媒体,怎样谋求市场营销模式与服务模式的创新。
英文摘要: In the information technology age, advertising companies are in a more complex and volatile environment and new media marketing model has revealed a huge business opportunity. The traditional advertising industry is facing a new topic of innovation and competition. This case introduces the challenges of" Intercontinental Media", an advertising company, in the new media age. Through discussion between the general manager and two department managers, Intercontinental Media has formulated a new upgrade plan for integrated marketing communication strategy. Guide students to think about the impact of bilateral market characteristics on the formulation of integrated marketing communications strategy. Simultaneously, Based on the analysis of three managers, We inspire learners to think how to integrate the development of traditional media and emerging media, and how to seek marketing and service model innovation.
适用对象: 本科生,硕士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2017
案例入库时间: 2018-05
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