The Research Of Internet Marketing Strategy Of GDAD

As one of the China’s first batch of established advertising companies,GDAD wasfounded in1979, also it’s one of the largest integrated local advertising companies whichhas been known as the vanguard of local advertising industry.Internet marketing is a kind of new marketing approach of using digital information andinteractive online media to assist enterprises to achieve the purpose of marketing which issignificantly different from the old ways. Consumers and enterprises currently come to realizeits revolutionary impact for it’s significant characteristics.In case of such rapid development and the pressure of4A agencies, what kind of InternetMarketing Strategy should be developed with local characteristics by local advertisingagencies?It means a lot to GDAD.SWOT analysis help us get a deeper understanding of ourselves andmake better judgmentStrengths:1.GDAD is a Listed Companies.2.GDAD has got a rich amount of clients andgreat comprehensive understanding of their Internet marketing needs.3.GDAD has nowfocused on the chain integration of advertising industry,which is able to provide integratedInternet Marketing strategies and services.Weaknesses:1.Due to the much too large-scale of traditional advertising business model,adjusting the business&profit model for GDAD is far from easy.2.The special cultural geneof GDAD as a local enterprise with typical SOE characteristics is difficult to attract moreoutstanding professionals in the Internet Marketing field.3.For not based in the core area oflocal Internet resources, It is difficult for GDAD to approach the latest trends or informationsin Internet Marketing field.Opportunities:1.As the interactive marketing has become more and more popular andimportant, a large number of clients are in urgent need of transformation in the enterprisemarketing mode2.At present,not only the agencies but also the clients have got a clearawareness of the basic mode of interactive marketing,so failures of marketing strategy willnot occur frequently.3.The developments of interaction network continuesunceasingly,we’ll get chances.Threats:1.A lot of advertising companies continue to grab lacal market share.2.GDADhas not yet formed a clear advantage in the field of Internet Marketing.3.Interactive marketingdevelops so rapidly that can hardly be followedThrough the analysis above,GDAD should implement the specific Internet Marketing Strategy from three perspectives below.1.transform of the service spirit:more open-minded\more flexible\more efficient\morepioneering2.transform of the mechanism: adjust the internal structure\organizationalprocesses\innovation model\performance management to adapt to the rapid developments ofInternet Marketing trends.3.transform of the service contents: Breakthrough in traditionalservice modes as well as rapid development of innovative service modes.