Air Thai Advertising 4c's Marketing Strategy Research

The competition in the advertising industry has signif cantly grownthroughout the years. Fore igncapitat enterprises and various overseas groupshave traditionally monopolized the advertising market. "These foreigncompanies continue to maintain a stronghold on the top-ten advertisingcorporations within China. The devel opment of the domestic economy and itsagreement with multinational corporations coincides with the development ofthe national advertisement industry. While at least half of the internaladvertisement enterprises are on the fringe of death, the Nanjing HangtaiAdvertising Company, a native small-medium size company, has developed to meetits ever-changing consumer demand.This thesis dissects the transfer of marketing theory to find thecountermeasure against competition for the native small to medium sizedadvertising companies. Using the particular characteristics of the NanjingHangtai Advertising Company, this paper analyzes the marketing surroundingsas well as the strengths and weaknesses of the internal enterprise in lightof SWOT (Strength, Weakness, Opportunity and Threat). Then it did researchon the former sales of products, price, promotion and place, also known asthe 4P's. Finally, it analyzed the replacement of it the traditional 4P'sstrategy with the more modern Consumer, Cost, Convenience and Communication,or the 4C's marketing strategy.The emphasis of this thesis is the new design of the Nanjing HangtaiAdvertising Company and the practice of the 4C's marketing strategy. Althoughit specifically looks at the research of the Nanjing Hangtai AdvertisementCompany and their 4C's oriented marketing strategy, this thesis, and the ideaspresented are useful for many companies; especially for the local small tomedium-size ones who are looking to take countermeasures against relentlesscompetition.