Chapter 193: CCTV’s Key Account Strategy

Early the next morning, Fan Wubing and Fan Ting brought the new boss of Chundu Factory, the two vice presidents of Boss Wang, as well as the head of Fan Investment Group, Davis, Shen Manhua, and assistants, and many others who came here. When we arrived at the Media Center, we formally met with the person in charge of CCTV and several leaders of the Propaganda Department.

The other party did not expect Fan Wubing to pull out such a strong lineup. The meeting room was full all of a sudden. Ding Chunqiu, the head of the Propaganda Department, looked at the representatives of the Fan Investment Group who were present. It is majestic and full of bullshit, and I can't help but be shocked. It is not for nothing that Xindao Fan Investment Group can have such a large influence. It is enough for this group of people alone to pull anyone out. Let ministerial leaders meet alone.

"It's a great honor to have so many leaders and good friends together today." Director Yang of CCTV said enthusiastically after introducing the two parties.

"Thank you very much for taking the time out of your busy schedule to meet with the leaders. Our colleagues in the Fan Investment Group feel very honored." He did the job of answering the call.

Among the group of people he brought, Fan Ting's woman, although she has been dealing with the upper class for a long time, only attends some important events in public, and rarely meets alone at ordinary times. Naturally, she doesn't like these hypocritical things Eye.

Although Boss Wang is also a well-known business overlord, it is a pity that Fan Wubing is in front, so he can't get out. The other two vice presidents are naturally not high enough. These tricks really don't touch the situation. Shen Manhua is a female liar who is good at dealing with it, but if she wants to fool these senior leaders, her level of self-consciousness is still not enough.

In terms of deception ability, it is impossible for her, a liar who has become a monk halfway, to win against these big figures whose profession is public opinion propaganda.

The relationship between Fan Wubing and CCTV is quite deep, and even several leaders of the Propaganda Department have long been deeply impressed by Fan Wubing. This is not only because Fan's Investment Group is now a behemoth involving many industries, but also It is also because Fan Wubing himself has a wide range of contacts. Most of the important people in the important political fields in the country have personal relationships with him, and even high-level leaders have a close relationship with him, and they can meet at any time, let alone Fan Wubing. The sick father has now become a new star in the domestic political arena. It seems that the future is promising, and it is very likely that he will go further from the position of ministerial level.

In this case, everyone can't afford to put on any leadership airs, and this discussion seems to be just casually making homework.

The leadership structure of CCTV is somewhat special. In the earliest days, it was called Beijing TV Station. But the leaders in the station have always been relatively low-key. Everyone is more familiar with the hosts of various columns, but they have never heard of the executive leaders. Knowing that earlier this year,

A yearbook was published in the station, and the outgoing director was announced for the first time.

At the beginning, the leader of CCTV was called the director, and the administrative level was at the director level, which was not high. It was not until 1982 that the administrative level of the director of CCTV was elevated to the bureau level, which was a further step forward. It was not until this year that CCTV's administrative level was officially promoted to vice-ministerial level.

And this upgrade level is required. It was Director Yang, who just took over as the director of CCTV this year, who proposed it to the Ministry of Radio, Film and Television above. He himself also serves as the director of CCTV as the vice minister of the Ministry of Radio, Film and Television.

Fan Wubing looked at the director. I think it looks a little connotative. CCTV has been in his hands for eight years. It came to be known as the Golden Eight Years. It is conceivable that this is not just the era that has created the glory of CCTV. The ability of the leader also played a big role in it.

should say. This person still has a lot of energy.

basically. The directors of CCTV are all promoted by this system. There was only one paratrooper during the Cultural Revolution. The military control committee took over the power of CCTV. The others are not people cultivated by Taili himself. It is the leadership of the Ministry of Radio and Television.

The leadership of the Propaganda Department has a high position and weight. It still looks a little reserved. Speaking up. They have supervisory power over CCTV. According to Lao Chen, he complained to Fan Wubing privately. It seems that CCTV has to report to the Propaganda Department to buy a pack of toilet paper. Although this is a bit too much. But it can also reflect the difference in strength between the two units from the side.

Minister Ding looked at Fan Wubing and smiled. "By the way. Seeing you, Mr. Fan, I remembered something. Panshi seems to have been promoted to a sub-provincial city. It seems that the follow-up of this propaganda work is not fast enough. Should we send some elite soldiers over there? A strong general?"

Fan Wubing immediately cleared his mind, "Don't ask me about this matter, I'm just here to earn some hard money, and I don't have the right to talk about national affairs."

Although everyone knows the relationship between Fan Heng, Fan Wubing and Fan Ting, when talking about it in public, it still needs to be discussed.

All of a sudden, Ding Chunqiu said that, it means that there is no gap between everyone] But Fan Wubing naturally can't just say that he has any influence on the old man, in that case, it seems too immature.

"The influence of Fan's Investment Group is international. Mr. Fan is too modest to say that. Now that our CCTV is in a critical period of reform, we still need Mr. Fan's strong support." Director Yang interjected.

When Fan Wubing heard this, he immediately understood why there was this meeting. He took a look at Lao Chen and did not attend, and then thought about what Lao Chen told him about applying for retirement. Don't know about CCTV's concerns?

When a new official takes office, he always needs to come out to pay respects to the pier. The head of the station has just taken office, and he met the veteran of CCTV, Chen Jiliu, who retired bravely. It excites a lot of people, but it also annoys a lot of people.

What Master Yang is most concerned about at this time is obviously whether Lao Chen's personal relationship will be affected by this? Big customers like Fan Wubing who have a huge demand for advertising resources cannot be ignored in his strategic decision-making.

CCTV has always been adhering to the strategy of big clients. There is no doubt about it. It is like the relationship between Lao Chen and Fan Wubing. Although it is a good personal relationship, this kind of personal relationship is also based on the cooperation between the two parties' advertising needs. of.

Ever since Fan Wubing started sponsoring the CCTV Spring Festival Gala, later he advertised on a large scale on CCTV, and now he is cooperating with CCTV on important programs such as "Same Song" and "Starry Sky Shopping", all of which have truly created benefits for CCTV. A huge income project, so Director Yang had to think about whether the tacit cooperative relationship between Fan Wubing and CCTV would be affected after Lao Chen left his job?

CCTV has established a keen market awareness long ago, and the leaders of the TV station have always paid great attention to the coverage rate in the whole country. Due to the monopoly resources of CCTV itself, their customers are mainly large state-owned enterprises. However, recently, the development momentum of local TV stations has been very strong, and the power of TV stations in various places has been advancing by leaps and bounds. The threat to CCTV is great.

Under such circumstances, CCTV needs to consider adjusting its strategy to avoid customer loss.

In order to achieve this goal, a key account department has been specially set up in the station to provide value-added services for key customers, so as to effectively develop and maintain these key customers.

For example, CCTV is planning to regularly organize some business exchange activities, such as marketing summits. These business communication activities are not only learning opportunities for customers, but also a platform for business communication. They can not only help customers solve confusion and provide new ideas, but also help CCTV find its target customers and business opportunities on such a business platform. .

The other is to carry out extensive market research activities. In China, many business leaders like to make decisions based on their heads, while Western business leaders like to make decisions based on data. In fact, although business intuition is important, if it is completely separated from market data, it may contain huge risks in itself. Although many leaders are aware of this, many business leaders make decisions based more on business intuition because they may not understand marketing well, or because they do not trust market data. If the decision is wrong, I don't know where it is wrong, and I often make mistakes again and again. If the decision is correct, you don't know where it is right, so you can't precipitate and replicate successful experience.

In order to help customers solve difficult problems in decision-making, CCTV is trying to provide a large number of market research services for some key customers, such as audience viewing habits, consumption characteristics, etc. These services can not only help customers save research costs, but also appear more professional. The result It is also more credible and very popular with customers.

In addition, CCTV is also engaged in marketing planning to help customers better enter the market or increase market share.

But the key to all this is how to attract these big customers so that they will not be lost. With the support of a big client like Fan Wubing, the advertising revenue of more than 100 million yuan is enough for him to carry out his new policy without any scruples.

Now that Lao Chen is leaving, the station has to reconsider the relationship with Fan Wubing's Fan Investment Group. If this close cooperative relationship cannot be maintained, if any mistakes occur, CCTV will suffer losses. Both will be huge.

After all, in this period, there are very few advertisers as big as Fan's Investment Group, and if you miss it, it will be difficult to meet again.

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