A Study On Competitive Strategy Of Wanxiang Advertising Company Of Hunan Province

Currently, the competition in the domestic TV media has entered the white-hot.Some development, some to maintain their livelihood, while others are to survive.And the competition in the TV media concentrated expression in the competition oftelevision advertising.Hunan Province, Vientiane advertising company directly underHunan Provincial Meteorological Bureau, the cause of the nature of advertisingenterprise, exclusive Hunan Province-level weather forecast part of the TV mediaadvertising resources, through years of operation and the operation has certainadvantages in resources and market influence in the province the advertising industry.With the increased competition in the TV advertising industry, coupled with reform ofnational institutions guidance promulgated, especially the TV media in Hunan strongposition in the bargaining negotiations, follow-up to the make Vientiane advertisingcompany faces certain challenges. Therefore, the study and exploration company’sfuture development need to rely on competitive strategy has a very important practicalsignificance.Theoretical results from the international and domestic strategic research,Chandler,a famous American management expert, first creating a precedent for thestudy of corporate strategic issues. Chandler’s book, analysis the interrelationshipbetween environment, strategy and organization,"and put forward the argument of"structure follows strategy. He believes that business strategy should adapt to theenvironment-to meet the market needs, but organizational structure must adapt to thecorporate strategy, and with the change of strategy. The early1980s, the theory ofcompetitive strategy, represented by Michael Porter who was from Harvard BusinessSchool, has made the mainstream of strategic management theory. His competitivestrategy clarified that the manager can choose three strategies, namely cost leadershipstrategy, differentiation strategy and focus strategy. Porter’s theory of competitivestrategy recommended and recognized in the current international and domestic.Wherefore, the competitive strategy formulation of Vientiane advertising company,which is the Porter Theory as the guiding ideology. Through SWOT analysismethod, to analyze the opportunities and threats of Vientiane company, and its ownstrengths and weaknesses. From the nature of the property, advertising resources,personnel structure and operation mechanism of Vientiane company to analyze of the company’s internal capacity; through PEST analysis method to analyze theVientiane company’s external environment; through Porter’s five forces model toanalyze the competitive structure of the TV advertising industry.Through Vientiane company strategic objectives, external environment, internalcapacity to research and analysis to establish business advertising resources on theproduct to the implementation of the competitive strategy of differentiation, and focuson the development of advertising market strategy is feasible. And by taking somemeasures such as strengthen human resources management, institutional reform,actively develop the market, enhance brand image and build corporate culture toensure the company’s competitive strategy successfully implemented.