Strategy Of Development Of Small And Medium Advertising Agencies

In the past20years, with the rapid economic development of China, known as the"economic barometer" of the advertising industry is also showing a trend of rapiddevelopment, State Administration for Industry&Commerce of the People’s of China andlocal governments have introduced policies to encourage the advertising industry andestablished many of cultural and creative industry parks, with the emergence of the "flowers bloom " picture. Beijing also actively created a national demonstration zone ofadvertising industry, attracting many advertising companies located in the industrial park,to cultivate a group of native enterprises comparable to the foreign advertising companies.However, with the slump of global economic growth in2008, the advertising industry hasentered the "Winter" after a rapid development, especially the local medium-sized andsmall companies are stagnant or even collapsing, which is related with our long-term lackof enterprise strategy management experience. As everyone knows, the advertisingindustry is a typical knowledge-intensive, technology-intensive and personnel-intensiveindustry. The advertising industry is extended around a series of related industries. With thelow energy and high growth, it also can solve a lot of employment characteristics. We planto focus on the development of the industry. But many companies’operating mode is single,lack of core competitiveness, influenced by economic fluctuations; It lives in a seriousstate. Based on the above analysis, from the current situation of the development ofadvertising industry, the full analysis of multinational companies and local group ofcompanies to medium-sized and small companies ’ threat, the impact of the new media tomedia as the representative of the traditional media as a breakthrough point, focusing onthe current situation of domestic trouble and foreign invasion, this paper points out theindustry problems. Through the analysis of the core competence, we use the enterprisestrategic management theory to provide references for middle and small advertisingcompany. This paper uses empirical research and comparative analysis of the form, withthe theory of strategic analysis means and the analysis of the macro environment (PESTanalysis), environment (industry and market) environment analysis, five kinds ofcompetitive model analysis, SWOT analysis theory, monographic. Research and refine thestrategic choice for small advertising company development. Namely: the diversificationstrategy, building a strategic alliance and talent strategy. The combined trends as therepresentative of the medium-sized and small companies can proceed from reality tochoose their own path, and actively explore their own piece of heaven and earth in the competition.