郑州博通广告有限公司发展战略分析

发布时间：2018-07-13 18:27

【摘要】：本文的研究对象为郑州博通广告有限公司,博通公司为一家广告材料销售(代理3M公司的广告材料产品,主要是商业标识和交通标识类)和广告制作公司,借助于3M产品在行业中的领先地位,博通公司利用8个月时间,迅速为河南省广告制作行业所熟悉,并在销售额上节节高升。但公司也面临诸多的内部和外部问题,需要利用战略管理理论来分析环境现状,制定公司未来的发展战略。文章首先简单介绍了博通公司的概况,接着重点分析了博通公司面临的宏观环境、行业环境和河南省市场的竞争态势,进而归纳总结了公司的优势(Strength).弱势(Weakness),以及面临的机会(Opportunity)、威胁(Threat),优势包括3M品牌、产品种类齐全、广告制作质量可靠、比竞争对手更积极拥抱互联网；弱势包括公司规模较小、规章制度不完善、运营成本高、销售力量薄弱等；面临的机会包括潜在市场规模巨大、利用互联网提高品牌的可见度、3M产品符合低碳环保要求等；威胁包括产品和服务同质化严重、新劳动法使得人力成本有所提高、经济危机的硝烟还没有散去等等,这些为后面制定公司的战略目标提供了数据支撑。考虑到博通公司的能力和行业环境,公司决定采用重点集中战略,瞄准高端市场；同时要塑造“博通”这一品牌的市场形象,为公司日后的进一步发展打下坚实的基础；以及组建战略联盟,以弥补自身不足和渗透更广阔的市场。为了实施上述的战略,博通公司需要培养和提升核心能力,这些核心能力主要包括3M品牌、博通品牌、富有创意的集成服务、销售渠道等；同时拟定战略联盟实施计划、市场营销计划,并制定企业文化建设的基本目标和路径。
[Abstract]:The research object of this paper is Zhengzhou Botong Advertising Co., Ltd., which sells advertising materials (acting 3M Company's advertising material products, mainly commercial logo and traffic logo) and advertising production company. With the help of 3M products in the leading position in the industry, Botong Company used 8 months to quickly become familiar with the advertising production industry in Henan Province, and the sales volume is rising. But the company also faces a lot of internal and external problems, need to use the strategic management theory to analyze the current situation of the environment and formulate the company's future development strategy. This paper first introduces the general situation of Botong Company, then analyzes the macro environment, the industry environment and the competitive situation of Henan Province market, and then summarizes the company's advantages (Strength). Weakness, as well as opportunities, threats, advantages including a 3M brand, a wide range of products, reliable advertising production, and a more aggressive embrace of the Internet than competitors; weaknesses include small companies, imperfect regulations, high operating costs, The opportunities include the potential market size, the use of the Internet to increase the visibility of the brand and 3M products that meet low-carbon environmental requirements; threats include a serious homogenization of products and services. The new labor laws have raised labour costs, and the smoke of the economic crisis has not dissipated, providing the data for setting the company's strategic goals. Considering the company's ability and industry environment, the company decided to focus on the strategy, aiming at the high-end market, at the same time, to mold the market image of "Botong" brand, and lay a solid foundation for the further development of the company in the future. And the formation of strategic alliances to make up for their own shortcomings and penetration of the broader market. In order to implement the above strategy, the company needs to cultivate and enhance its core competencies, which mainly include the 3M brand, the Botong brand, creative integrated services, sales channels, etc. At the same time, it has drawn up a strategic alliance implementation plan. Marketing planning, and the establishment of corporate culture construction of the basic objectives and paths.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8

【共引文献】