Development Strategy Of. Taiwan-funded Advertising Companies In The Mainland Market

Since China's reformation in 1978, the fast growing economy has driven the rise of the advertising industry in the country. At the same time, Taiwanese advertising industry has suffered from market saturation and decline. As a result, many Taiwanese advertising agencies have established new business in China for better opportunity and sustainability. This thesis probed into the present management of Taiwanese advertising agencies in China.The research structure herein is as follows:First of all, by analyzing the external environment using the PEST and Five-force theory model, the research looked into the condition of the external environment of advertising industry in China and what the situation Taiwanese advertising agencies are facing.Secondly, by analyzing the internal environment using value chain analysis and the theory view of competitive strategy both created by Michael E. Porter, the research evaluated the Case A.In addition, I used the SWOT analysis matrix to estimate the assessment of competition of Case A.Finally, the research provided the future strategy for the company to increase its competitiveness and gain further growth in the market. My suggestions include: the localization strategy, based on localization in products, marketing, research and development, human resources strategy; the other is expansion strategy, based on professional strategy, horizontal and integrated strategy, and diversification strategy.