Study On Development Strategy Of Qingmei Shengxing Spread Company

Along with the healthy development of the macro economy, Chinese advertising industry has been a certain scale, and made remarkable achievement.But,Under the acceleration of globalization, the advertising industry is facing with some new problems and challenges.This paper comprehensively use kinds of strategic analysis method and theory to analyze and study the development strategy of Qingmei Shengxing Spread Qingmei Shengxing Spread Company. In the analysis of external environment, it found that the cultural industry is the sunrise industry in China and Government is supportting the development of culture industry. Creative advertising consuming consciousness is gradually forming and the demand of City Marketing is very large. In the internal environment analysis, it founds many problems in Qingmei Shengxing. It has advantages in profitability and investment in the fixed assets. But its top managers lose of crisis consciousness and their management ability is weak, its organization structure is not perfect, financial management is loose, enterprise culture is not perfect, the product marketing ability is not strong, technical personnel is in harmonious proportions, and many other problems. On the basis of inner and outer environment, it confirmed the prevalence of enterprise mission and goals, made clear its market position,chose all levels of strategies, and put forward the steps of strategy implementation. City Marketing business should choose a single growth strategy, tobacco innovation design business should choose stable strategy, ordinary enterprise packaging and brand design business should turn to City Marketing business.It should be three steps to realizing the strategy. In the first step, it should focus on rising business management ability and explorating the expansion mode of City marketing business.In the second step, it should set up a City marketing network which is covering the whole country. In the third step,it should lay itself as a supremacy in City Marketing industry. At last,it put forward some supporting measures which facilitate strategy implementation.