Market Environment Faced By Local Advertising Companies And Strategic Research

Along with the fast growth of Chinese market-oriented economy, advertising industry has made lots of significant achievements. But as the competition becomes more and more severe, local advertising companies have to compete with international advertising giants. How to survive and develop our own strategies and core competitive advantages to outperform international competitors? With the analysis and strategic suggestions of this thesis, I sincerely hope it will help our local ad companies to grow stronger and go further.This thesis is divided into 5 parts. The first part is the advertising industry analysis. Through the brief analysis of industry's growth path and the detailed digging into the economic factors, it gives an overall description about the advertising industry, which is the intermediary environment for local advertising companies. The second part deals with the main competitors' analysis, focusing on those internationally renowned companies. By analyzing these companies' current status, their localized strategies, and their influences upon Chinese advertising industry, this part presents the strategic positioning and possible future trends of these companies. The following third part is focused on the SWOT analysis of local advertising companies. And based on it, the fourth part gives strategic suggestions for large-sized and medium-small sized local advertising companies respectively in terns of their specific conditions. Case studies are used to strengthen the strategic analysis. The final part refers to the strategies used to build up the competitive advantages of local advertising companies, including CI design, HR strategy, capital strategy, internal business flow system and customer management, and evaluation system of advertising results.