本文關鍵詞：浙江博盛廣告?zhèn)髅接邢薰景l(fā)展戰(zhàn)略研究　出處：《湖南大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 浙江博盛廣告公司 發(fā)展戰(zhàn)略 PEST分析 SWOT分析 價值鏈分析

【摘要】：浙江博盛廣告?zhèn)髅接邢薰臼且患椅挥诩闻d的中小型廣告公司,在近幾年的不斷發(fā)展中在嘉興本土市場逐漸形成了壟斷地位,相對市場占有率較高,但是公司的發(fā)展也面臨一定的發(fā)展瓶頸,比如人力資源管理不善和對新興媒體重視不夠等、,造成了公司的發(fā)展止步不前,隨著市場競爭的激烈,很多外來大型廣告公司進入當地市場,公司如何在激烈的競爭中求得生存和發(fā)展至關重要。 本文就浙江博盛廣告?zhèn)髅接邢薰驹谶@樣一個大環(huán)境下的發(fā)展戰(zhàn)略模式進行了分析和評價,首先,通過"PEST"分析方法、波特五力模型以及廣告?zhèn)髅叫袠I(yè)的生命周期、戰(zhàn)略群體分析來對浙江博盛廣告?zhèn)髅接邢薰镜耐獠扛偁幁h(huán)境,包括政治、經濟、社會、技術環(huán)境以及競爭對手的情況來進行描述和比較。同時,運用內部資源和能力的分析方法對包括組織結構、人力資源、技術研發(fā)、產品生產、營銷狀況的分析,明晰了企業(yè)自身的競爭優(yōu)勢、劣勢,最終通過價值鏈分析得出企業(yè)的關鍵價值因素。其次,結合內外部關鍵因素的描述,在大戰(zhàn)略矩陣上進行企業(yè)的定位,從而得出企業(yè)所在的象限,并對發(fā)展戰(zhàn)略的三種模式進行充分比較,從而用排除法得出適合浙江博盛廣告?zhèn)髅接邢薰镜牟町惢瘧?zhàn)略。最后,結合公司實際情況,在媒體開發(fā)、成本控制、管理、營銷和服務等多個方面進行擴張型的集中化戰(zhàn)略和差異化戰(zhàn)略的實施,并進行充分的實施保障和風險控制.,使集中化戰(zhàn)略和差異化戰(zhàn)略的運作更加有效。 本文的研究結論如下：浙江博盛廣告?zhèn)髅接邢薰究梢酝ㄟ^集中化下的差異化戰(zhàn)略,來達成公司的成長,以一步步的實現公司的愿景。
[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.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G206-F

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