Research On Digital Development Strategy Of Ruide Advertising Company

In the most recent years,accelerated with the latest technologies such as big data,cloud computing and mobile networks,the mode of media information dissemination has changed from one-way broadcast and mass communication to a mode with accurate,interactive and efficient digital media communication.The accuracy and depth of media propagation are improved efficiently,especially when a variety of emerging digital media technology are become gradually mature,while the traditional media agent business has been constantly weakened.It leads to an increasing degree of difficulty in the operation of advertising agency whose major business is to act for the traditional media business.Hangzhou Ruide Advertising Company is an integrated advertising agency,which are mainly operating the traditional media business,such as radio,television and newspapers,and has been provided service to nearly a hundred of SME owners since it was established.As a result,Ruide Advertising Company needs to formulate a development strategy urgently regarding the changes of market environment and communication environment,which in order to improve the service ability of enterprises itself,and also enhance the corporate competitive advantage and the management and performance level.First of all,the paper introduces the development of world’s advertising industry and the current status of Chinese advertising industry.Secondly,it summarized and collected the existing research on the advertising industry and advertising company strategic management from domestic market and overseas,which proposed the core issues that would be discussed in this paper – the development strategy of the traditional media advertising agency.The research is based on the external analysis of Ruide Company’s macro environment,competitive environment as well as the conclusion of its internal resource ability,which puts forward the strategy of digital development based on the "Internet +" technological background by using SWOT analysis method.Finally,the paper will explain the detail of how to implement the digital development strategy and its strategic guarantee system according to the long-term development objectives of the company.