Shanghai ZhenLi Advertisement Company Study On Development Strategy

At present, with the development of market economy, products made in China are marketed all over the world, and foreign brand products are prevailed in domestic market. Faced with the fierce market competition, domestic advertisers have come to see advertisement in a new light with impressing demands, which lead to the fast expansion of the advertisement industry. As a result of the flexible policy, which allows foreign advertisement company to set up wholly-owned subsidiaries in China, multinational companies begin to enter China’s advertisement industry. The competition for advertiser resources between the domestic advertisement company and the foreign comer, whose advantages including mature experience, tremendous capital, excellent talents and advanced operation and management, brought intense pressure and threat to domestic advertisement company, which has weak competitive ability due to late start, disorganized operation and uneven human resources. Therefore, how to speed up the development of domestic advertisement company has become a significant problem.In this paper, the connotation of strategy and the significance of strategy formulation were reviewed in the first place and then the advantages and significance of swot and value chain analytical method are illustrated. Moreover, swot was used to analyze the current business circumstance of the company and value chain analytical method was adopted to analyze its customers and suppliers respectively. The background, significance, thought and main idea of this study were introduced. This paper aims to figure out the difficulties and problems facing ZhenLi Advertisement Company at present by studying the current development trend of advertisement industry, and generates a series of strategies which are in accordance with the requirements of the times and have a bright future, including development strategy, customer relationship strategy and internal management strategy. It is convinced that the conclusion will be helpful to company’s administration, brand recognition and economic performance.There are numerous advertisement companies similar to ZhenLi Advertisement Company in China. The conclusion from this research may provide valuable references for other advertisement companies and small enterprises in other fields.