Competitive Advantage Of China's Outdoor Media Advertising

Since the recovery of the advertising industry in 1979, Outdoor media advertising company has passed first step and entered into a stage with keen competition. How to become a winner has become a key subject to each company.The thesis made a research on the approach to set up and retain outdoor media advertising company's competitive advantage through the comparison between two listed Companies. The main contention is as follows:1. Based on the analyzing the key successful factors of these two companies(such as Macro-circumstance, industry-circumstance and company's ascendant).It is only a phased success that a company has been approved to IPO. Once these ascendants are copied, the company has no more advantage. So a listed company can not be conformist. This sort of Company can go up constantly only by restructuring its new competitive advantage.2. A Corporation loses its competitive power while its resources are wasted. The company 's wealth is extravagant when its strategy is absent or very indistinct or swung. Therefore, M Company has made not only bad assets amounted to RMB180 million, but also the bad enterprise culture and decreased output. On the contrary, W Company has established the competitive advantage by focusing its resources on the increment service that all clients need urgently.3. The success of effective strategy depends on the superexcellent implement. Timeworn company's chart and complicated workflow resulted in rotten communication and plenty bureaucracy. Furthermore, it brought on the failure ofthe execution of its strategy. Accordingly, Only scientific structure and easy workflow can help a Company link the value chain between its suppliers and clients.4. Sufficient communication is a pledge to make internal system reform successful. The case of M company 's transformation accounted for that enough communication between the top management and other employees , understanding of new policy as well as adequate self-adjustment period left to the staff are very important to preserve the organization internal balance . So that the reform object could be c achieved.5. Marketing strategy matching the conditions of different time is the key to improving a company's competitive capability. The sales revenue of M Company has declined rapidly as its marketing strategy focused on media scale. Today's scaled media has not received warm welcome as much as 1990s'. W Company has surpassed M Company based on its marketing strategy concentrating on service. Actually, To attract and cultivate loyal clients require the timely marketing strategy and clever original marketing ways and means.6. Replacing the president of the company timely help to keep the tree of company's fate evergreen. It cannot change the president's decisive influence to a Company that the thinking formulary of a periodic president and the institution investors with limited controllable rights as well as the unsubstantial governing system of a listed company along with feeble medium organizations. The culture of seeking large sum of profit within a short time and information asymmetry bring the more and more CEO moral venture. So replacing the company's president timely is a good way without an exception.