纷创营销科技有限公司发展战略研究

发布时间：2018-06-05 13:16

本文选题：战略思维 + 环境分析　；参考：《上海交通大学》2006年硕士论文

【摘要】： 网络广告的巨大发展前景预示着巨大的市场机会,但日渐激烈的市场竞争又表明了进入者面临着巨大威胁。本文通过运用创新型的战略思维,对企业内外环境进行研究,制定纷创营销科技有限公司的发展战略,进而制定一系列的战略实施策略,以指导公司的运营。其战略思维和战略制定方法对中小企业战略制定有所帮助,其创新性的网络营销模式对中国网络广告业的快速健康发展有一定的借鉴意义。首先,回顾了企业战略管理理论的发展,对战略思维进行了论述并对其进行比较,接着论述了现在具有代表性的企业战略管理理论流派及其特征。战略思维和战略管理思想将指导企业制定自己的战略。其次,运用有效的战略管理分析方法,如PEST、五力模型、SWOT分析,对企业面临的宏观环境、行业和竞争环境以及企业的优劣势进行分析,这些因素有助于企业制定自己的发展战略。第三,通过几种方案比选,纷创营销科技有限公司发展战略选择了标新立异的竞争战略。在对现有网络广告的优劣势进行分析,剖析了其前提假设后,将蓝海战略引入网络广告,从边界突破、产业突破、价值创新的角度寻求一种新的网络营销模式,提出了互动设计网络营销模式,从而获得企业的竞争优势。最后,对纷创营销科技有限公司进行目标市场定位,并制定了互动设计技术实现方案、营销策略和财务等实施方案,指导公司的运营。
[Abstract]:The huge development prospect of online advertising indicates a great market opportunity, but the increasingly fierce market competition shows that the entrants are facing a great threat. Through the use of innovative strategic thinking, this paper studies the internal and external environment of the enterprise, formulates the development strategy of Fanchang Marketing Technology Co., Ltd, and then formulates a series of strategy implementation strategies to guide the operation of the company. Its strategic thinking and strategy formulation method are helpful to the strategy formulation of small and medium-sized enterprises, and its innovative network marketing mode has certain reference significance for the rapid and healthy development of China's network advertising industry. Firstly, it reviews the development of the enterprise strategic management theory, discusses and compares the strategic thinking, and then discusses the representative school of enterprise strategic management theory and its characteristics. Strategic thinking and strategic management ideas will guide enterprises to formulate their own strategies. Secondly, by using effective strategic management analysis methods, such as pest and SWOT analysis, this paper analyzes the macro environment, industry and competition environment, and the advantages and disadvantages of enterprises. These factors are helpful for enterprises to formulate their own development strategies. Thirdly, through the comparison of several schemes, Fanchang Marketing Technology Co., Ltd. has chosen its innovative competitive strategy. After analyzing the advantages and disadvantages of the existing network advertisement and analyzing its premise hypothesis, the blue sea strategy is introduced into the network advertisement to seek a new network marketing mode from the angle of border breakthrough, industry breakthrough and value innovation. Put forward the interactive design network marketing mode, thus obtain the competitive advantage of the enterprise. Finally, the target market positioning of Fanchang Marketing Technology Co., Ltd. is carried out, and the implementation scheme of interactive design technology, marketing strategy and finance are worked out to guide the operation of the company.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.8

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