Focus Media Business Strategy Analysis

The rapid development of china economy and the growth of per capita GDP have promoted the advertising industry to flourish intensely. At present, the environment of advertising industry is optimizing gradually, the print media policy is relatively loose, radio and television media has access to the market, development opportunity has appeared and high-tech content is becoming higher continuously. In a word, advertising industry is showing a strong industrializing trend step by step.The paper summarizes the market status, characteristics and challenges of china's advertising market, analyzes the existing deficiencies of Focus Media, researches the market status, development trend and competitive trend, then adopts SWOT analytical method to analyze the competitive situation of Focus Media deeply. On the above bases, the article segments the media market, investigates delivery preferences of clients in different city, different areas, different trades, accordingly forecasts scientifically the potential market, points out that future main target is new media with the rapid development of national economy and the improvement of living standard.Focus Media must segment market, adjust product strategy and price strategy, expand market distribution channels and promote well in order to develop potential clients. It also brings forward the corresponding policy for Focus Media to maintain and enlarge the market share. Focus Media has to innovate in market segmentation strategy, diagnose and attach great importance to every contact detail involved in customers, grasp customers' consumption sentiment and trend dynamically, measure clients' comprehensive satisfaction regularly and quantitatively. As the same time, the paper points out that Focus Media should improve network quality, enrich and diversify products brands, then formulate flexible markets strategy scientifically combining brands and services. Finally the thesis expounds that Focus Media should make full use of retails network, establish supervision system to agents and expand distribution channel with the assistance of modern marketing measures.