国内媒体资产管理服务的困境与营销策略创新

Dilemma of National Media Assets Management Service and Marketing Strategy Innovation

媒体资产管理在中国兴起并得到推广利用,本文从媒体资产管理服务营销的概念入手,总结国内媒体资产管理缺乏营销策略规划,专业人才培养力度不够和品牌策略失当这三方面的不足,并希望从分类细化目标客户,丰富产品结构,打造专业媒资服务团队这三个方面探寻媒体资产管理服务营销策略的创新方法。

Media assets management is prevailing and being applied in China.This paper starts from the concept of media assets management service marketing and comes the conclusion that the marketing is lack of the plan of strategy,the insufficient training for specialized personnel and the improper branding strategy,and explores the innovation method for strategy of media assets management service marketing from three aspects which are classification and refinement of target customers,richness of product structure and set-up of professional media assets team.