The Study On The Developing Strategy Of The Middle And Small Advertising Company

This paper introduces the strategic theory, strategic content and methods to making strategic plan. And then the paper analyses the environment of advertising companies, provides three basic strategies for middle and small advertising companies through using various strategic tools of PEST, FIVE-FORCE MODEL, SWOT .Based on a large amount of statistics, this paper conclude the main characteristics of advertising in our country, which show that the speed of advertising developing is surprising and private advertising companies are distinguished among all advertising companies, while real estate invest the most in advertising. And the influence and changes on advertising's customers, advertising itself and advertising companies after entering WTO were analyzed in this paper, so the market forecasting can be done partly.Some strategic tools, such as PEST, Porter and SWOT, are used to analyze the environment and try to reach the final aim, planning strategy, in the third part. By those method, police, economy, social culture and technical environment about advertising company are described and the competition between companies also can be drawn.Based on all analyses of the middle and small advertising environment and the practical conditions in our country, the fourth part provides three basic strategies for middle and small advertising companies to carry out according to the real situation. Those are focusing on special aim, distinguished strategy and low whole cost. This part also explains how to carry out those strategies as well as the strategies themselves. At last, the main job about carrying out strategies are showed in order to solve the possible matter during the whole course from planning to carrying out strategies.