HX广告公司经营策略研究

发布时间：2018-03-09 14:02

本文选题：广告公司　切入点：经营策略　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：广告行业是随着我国市场经济体制的确立而逐步发展壮大的,为繁荣市场经济做出了较大贡献。广告行业作为文化产业的重要组成部分,很多媒体的主要盈利模式就来自于广告。在文化体制改革的背景下,传统媒体的广告经营也逐步进入市场,以广告公司为专业运营载体进入市场竞争。而随着近两年来,传媒格局的巨大变化,传统媒体形态的传播价值和经营方式都面临重大变革。在这样的市场环境下,依附于传统媒体的国有大型广告公司过去的垄断优势不再,面临来自外来竞争者和自身经营创新的双重压力。HX广告公司作为脱胎于报纸这种传统媒体的广告公司,是比较典型的传媒集团下属的国有大型广告公司,简单的传统媒体广告代理业务已经不能适应的行业发展需要,必须突破自身局限及外部其他各种媒体的竞争,进行经营策略创新才能立足市场、不断发展壮大,实现可持续发展。本文针对上述这种情况,以战略管理研究的基本分析模型与方法,在对华希广告公司业务发展面临的外部环境和内部资源,以及所处的广告行业等进行了系统性的分析,采用SWOT分析方法对HX广告公司的优势、劣势、机遇和挑战等方面进行了系统剖析与总结,提出了经营创新和战略转型的目标和定位,同时制定了创新产品、创新组织机构、创新业务流程、创新价格体系以及创新人才管理制度等五个方面的策略。本文对传统广告企业经营策略制定和实施进行了理论总结与探讨,将对公司的发展起到积极作用,同时对其他传统媒体广告公司也提供了有益的借鉴。
[Abstract]:With the establishment of the market economy system in China, the advertising industry has gradually developed and expanded, which has made a great contribution to the prosperity of the market economy. As an important part of the cultural industry, the advertising industry is an important part of the cultural industry. The main profit model of many media comes from advertising. Under the background of cultural system reform, the advertising management of traditional media has gradually entered the market, with advertising companies as the professional operating carriers to enter the market competition. And with the recent two years, With the great changes in the media pattern, the communication value and management mode of the traditional media form are facing major changes. In such a market environment, the monopoly advantages of the state-owned large advertising companies that depend on the traditional media are no longer available. Faced with the double pressure from outside competitors and from their own business innovation. HX advertising company, as an advertising company born out of the traditional media such as newspaper, is a relatively typical state-owned large advertising company under the media group. Simple traditional media advertising agency business has been unable to adapt to the needs of the industry development, we must break through their own limitations and other external media competition, business strategy innovation can be based on the market, continue to grow, In view of the above situation, this paper uses the basic analysis model and method of strategic management research to analyze the external environment and internal resources that Huaxi Advertising Company faces in its business development. And the advertising industry has carried on the systematic analysis, adopted the SWOT analysis method to the HX advertising company's superiority, the inferiority, the opportunity and the challenge and so on has carried on the systematic analysis and the summary, has carried on the system analysis and the summary to the HX advertising company, The aim and orientation of management innovation and strategic transformation are put forward. At the same time, innovative products, innovative organizations, innovative business processes are formulated. This paper summarizes and discusses the development and implementation of the traditional advertising enterprise management strategy, which will play a positive role in the development of the company. At the same time to other traditional media advertising companies also provide a useful reference.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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