浙江博盛广告传媒有限公司发展战略研究

发布时间：2018-01-05 01:04

本文关键词：浙江博盛广告传媒有限公司发展战略研究　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：浙江博盛广告传媒有限公司是一家位于嘉兴的中小型广告公司,在近几年的不断发展中在嘉兴本土市场逐渐形成了垄断地位,相对市场占有率较高,但是公司的发展也面临一定的发展瓶颈,比如人力资源管理不善和对新兴媒体重视不够等、,造成了公司的发展止步不前,随着市场竞争的激烈,很多外来大型广告公司进入当地市场,公司如何在激烈的竞争中求得生存和发展至关重要。本文就浙江博盛广告传媒有限公司在这样一个大环境下的发展战略模式进行了分析和评价,首先,通过"PEST"分析方法、波特五力模型以及广告传媒行业的生命周期、战略群体分析来对浙江博盛广告传媒有限公司的外部竞争环境,包括政治、经济、社会、技术环境以及竞争对手的情况来进行描述和比较。同时,运用内部资源和能力的分析方法对包括组织结构、人力资源、技术研发、产品生产、营销状况的分析,明晰了企业自身的竞争优势、劣势,最终通过价值链分析得出企业的关键价值因素。其次,结合内外部关键因素的描述,在大战略矩阵上进行企业的定位,从而得出企业所在的象限,并对发展战略的三种模式进行充分比较,从而用排除法得出适合浙江博盛广告传媒有限公司的差异化战略。最后,结合公司实际情况,在媒体开发、成本控制、管理、营销和服务等多个方面进行扩张型的集中化战略和差异化战略的实施,并进行充分的实施保障和风险控制.,使集中化战略和差异化战略的运作更加有效。本文的研究结论如下：浙江博盛广告传媒有限公司可以通过集中化下的差异化战略,来达成公司的成长,以一步步的实现公司的愿景。
[Abstract]:Zhejiang Bosheng Advertising Media Co., Ltd. is a small and medium-sized advertising company located in Jiaxing, in recent years in the continuous development of Jiaxing in the local market gradually formed a monopoly position, relatively high market share. However, the development of the company also faces certain development bottlenecks, such as poor human resources management and insufficient attention to emerging media, resulting in the company's development stalled, with the fierce competition in the market. Many large foreign advertising companies enter the local market, how to survive and develop in the fierce competition is very important. This paper analyzes and evaluates the development strategy model of Zhejiang Bosheng Advertising Media Co., Ltd under such a big environment. First of all, through the method of "PEST" analysis. Porter's five-force model and the life cycle of advertising media industry, strategic group analysis to Zhejiang Bosheng Advertising Media Co., Ltd. external competition environment, including political, economic, social. Technical environment and competitors' situation are described and compared. At the same time, the analysis methods of internal resources and capabilities are used to analyze the organization structure, human resources, technical research and development, product production, marketing situation. Clarify the competitive advantages and disadvantages of the enterprise itself, and finally through the value chain analysis to obtain the key value factors of the enterprise. Secondly, combined with the description of the internal and external key factors, the positioning of the enterprise in the large strategic matrix. In order to get the quadrant where the enterprise, and the development strategy of the three models are fully compared, thus using the exclusion method to get suitable for Zhejiang Bosheng Advertising Media Co., Ltd. differentiation strategy. Finally. Combined with the actual situation of the company, in the media development, cost control, management, marketing and service and other aspects of the expansion of the centralized strategy and the implementation of differentiation strategy. And carries on the full implementation safeguard and the risk control, causes the centralization strategy and the differentiation strategy operation to be more effective. The research conclusions of this paper are as follows: Zhejiang Bosheng Advertising Media Co., Ltd. can achieve the growth of the company through the differentiation strategy under the centralization, and realize the vision of the company step by step.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206-F

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