H广告公司发展战略研究

发布时间：2018-05-14 21:19

本文选题：广告公司 + 发展战略　；参考：《黑龙江大学》2013年硕士论文

【摘要】：本文通过阐述H广告公司发展现状，运用PEST、波特“五力”分析模型、SWOT分析模型对广告公司发展的宏观环境、行业环境、内部环境进行分析。并确定H公司的战略目标，即在互动设计营销方面成为黑龙江省广告行业领导者。采用以资源和以竞争为重点的战略思维方式，走差异化战略发展道路，巩固自身在核心行业领域的优势地位，建立网络互动营销团队，实施由品牌战略和组建战略联盟构成的战略组合，，积极适应现代新媒体等行业趋势。为保障战略有效实施，提出从加强组织结构控制、开发人力资源、渗透省外和省内市场、加强企业文化的保障措施。本文研究结果，不仅对H公司的发展有指导意义，对我国其他中小型企业发展战略的制定和实施也有一定的借鉴作用。
[Abstract]:This paper analyzes the macro environment, industry environment and internal environment of advertising company development by using pest and Porter's "five forces" analysis model and SWOT analysis model. The strategic goal of H Company is to become the leader of advertising industry in Heilongjiang Province. Adopting the strategic thinking mode focusing on resources and competition, taking the road of differentiation strategy development, consolidating its dominant position in the core field of industry, establishing the network interactive marketing team, Implement the strategic combination composed of brand strategy and strategic alliance, and actively adapt to the trend of modern new media and other industries. In order to ensure the effective implementation of the strategy, the measures to strengthen the control of organizational structure, to develop human resources, to penetrate the market outside and within the province, and to strengthen the corporate culture are put forward. The results of this paper not only have guiding significance for the development of H Company, but also can be used for reference in the formulation and implementation of the development strategy of other small and medium-sized enterprises in China.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F713.8

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