深圳 YM广告公司发展战略研究
Study on Development Strategy of Shenzhen YM Advertising Company
Abstract
Since the reform and opening up, my country's policy support, economic transformation,
and the rapid development of Internet + big data technology have provided a broad
development space for the vigorous development of the advertising industry. The rapid
development of new Internet media, the rise of a large number of emerging advertising
companies, and the mergers and acquisitions of large and medium-sized advertising
companies have gradually swallowed the market share of traditional advertising companies.
After initial exploration and entrepreneurship, small and medium advertising companies are
now gradually developing and growing; large advertising companies have taken advantage of
their own advantages to occupy most of the market, and competition in the industry has
intensified. How to ensure the survival and development of companies in the current market
environment has become a problem that most traditional small and medium advertising
companies must think about.
This thesis takes Shenzhen YM Advertising Company as the research object. Study
its development strategy. This article firstly reads the relevant literature of domestic and
foreign advertising industry, understands the research results of domestic and foreign
advertising industry and summarizes it; also learns the relevant theories of corporate strategic
management, and lays a solid theoretical basis for the writing of the thesis. Then, collected
and sorted out some relevant information and data of YM advertising company, analyzed the
development status of the company and its operating conditions, and elaborated on some of
the problems and reasons. Third, in view of the problems faced by the company, conduct a
comprehensive and in-depth analysis from the macro environment, industry environment,
competitors, and internal environment of the company to find out the external opportunities,
threats, and internal strengths and weaknesses faced by YM advertising companies.
Through the establishment of SWOT model, four alternative strategies are generated; in order
to ensure the accuracy of the company’s strategic choice, the company’s internal and external
factor matrix analysis (EFE and IFE) is performed on it, and the SO development strategy is
finally selected for the company’s existing The problem is supplemented by a WO
development strategy. The short-term goals are respectively formulated to focus on talent
introduction, organizational adjustment, and resource integration; the medium-term goals are
mainly business structure adjustment, brand building, new media market development and
integrated business market development; long-term goals adopt horizontal and vertical
integration Development strategy. Finally, safeguard measures are put forward from the
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大连理工大学专业学位硕士学位论文
aspects of corporate culture construction, human resource system, financial guarantee, etc., to
ensure the smooth implementation of YM advertising company's development strategy.
The research results of this article, on the one hand, formulate a strategy suitable for
YM advertising company's development, and it is very important to realize the company's
profit and development and maintain its competitive position in the market. At the same
time, it also provides a reference for the development of small and medium-sized advertising
companies in the same industry, which has greater reference value.
Key Words：Advertising company；Development strategy；Environmental analysis
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深圳 YM广告公司发展战略研究
目录
摘 要............................................................................................................................I
Abstract ............................................................................................................................II
1 绪论..............................................................................................................................1
1.1 研究背景...........................................................................................................1
1.2 研究的意义与目的...........................................................................................2
1.2.1 研究的目的............................................................................................2
1.2.2 研究的意义............................................................................................2
1.3 文献综述...........................................................................................................2
1.3.1 国外研究现状........................................................................................2
1.3.2 国内研究现状........................................................................................3
1.4 研究方法内容与路线.......................................................................................5
1.4.1 研究方法................................................................................................5
1.4.2 研究内容................................................................................................5
1.4.3 研究路线................................................................................................6
2 相关理论基础..............................................................................................................8
2.1 企业战略管理理论基础...................................................................................8
2.1.1 企业战略................................................................................................8
2.1.2 企业发展战略........................................................................................9
2.1.3 企业战略管理过程................................................................................9
2.2 战略制定分析工具.........................................................................................10
3 YM广告公司发展现状及问题分析...........................................................................12
3.1 公司概况.........................................................................................................12
3.1.1 公司简介..............................................................................................12
3.1.2 公司经营情况......................................................................................15
3.2 公司现存问题.................................................................................................18
3.2.2 营收停滞拓客迟缓..............................................................................18
3.2.3 运营管理模式落后..............................................................................19
3.3 现存问题成因分析.........................................................................................21
3.3.1 战略目标的盲目性..............................................................................21
3.3.2 业务与市场主流脱节..........................................................................21
3.3.3 战略决策层面的缺失..........................................................................22
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