Research On The Development Strategy Of DG Internet Advertising Company

Internet advertising is an important marketing tool in the Internet era.With the rapid popularization and development of mobile Internet,more and more Internet advertisements are gradually infiltrating into mobile terminals.Internet advertisements have developed rapidly in the past five years with the help of fast delivery methods,mature technology applications and high-speed growth dividends.However,with the emergence of network security problems and black production,the operation of Internet advertising is also facing certain challenges.Therefore,during the fourteenth Five Year Plan period,the operation and development of Internet advertising companies need to be re examined,and more in-depth research is needed in the development strategy.In this paper,DG Internet advertising company as the research object,through the company's development strategy research formed a research case of Internet advertising company development strategy.The research atmosphere of this paper is as follows:firstly,it introduces the research background,purpose and significance of this paper,and clarifies the research perspective of this paper through the current situation of domestic and foreign literature;secondly,it determines the theory and method support of this paper through the research of strategic theory and the research of pest,Porter's five forces model and SWOT analysis;thirdly,it defines the theory and method support of this paper through the research of DG Internet advertising company Development status,macro environment(PEST method),industry competition environment(Porter five forces model)and internal environment analysis(media and advertiser resources,brand resources,financial ability,human resource ability,R&D,product service ability)are used to analyze the environment of DG Internet advertising company.Fourthly,based on SWOT analysis,so strategy is defined The general development strategy,business level strategy and function level strategy of DG advertising company are formulated,and the strategic implementation tasks of 2020-2025 are formulated around "becoming the leading mobile advertising service platform in China".Finally,through the organization guarantee,the fund guarantee and the cultural guarantee,the guarantee measures are formed.The research results of this paper include the following parts:first,this paper discusses the development strategy of DG Internet advertising company,which can provide reference for similar enterprises;second,it deeply analyzes the development environment of Internet advertising company,especially in the internal environment,it focuses on the core capabilities and resources such as media and advertiser resources,brand resources,R&D capabilities,product service capabilities,etc Thirdly,the business level strategy of DG Internet advertising company should focus on service differentiation,product differentiation and marketing channel differentiation.