The Development Strategy Research Of GroupM In China

From 1999 to 2011, with China’s rapid economic development, the annual amount of advertising grew to more than 15%. Due to the good development trend, also make GroupM international media agency (4A advertising company) in the domestic business volume is increasing year after year 15%. However, to enter after 2010, the media agency industry presents a competition, variety of chaos frequency, zero or low agent also appeared, leading to GroupM meet enterprise high-speed development since the bottleneck problem.Because of China’s media agency business mainly follows the Europe and the United States the current mode, namely:advertisers commissioned by the media agencies to develop and implement advertising program, and advertising media companies to find advertisers through media agency. The "basis of its execution is a fixed service fee. Advertising media agencies as the main body, its function is to advertisers and media two-way service agent. The international media agencies, major customers are from Europe and Japan and South Korea customers, local customer share ratio less than 15%, how to make the local customers to accept media agency, has become the major agencies need to study the important issue.GroupM as Chinese media agency industry leader, facing the various external and internal challenges, its development also entered the bottleneck period. Therefore, in order to maintain the company’s position in the industry and in the domestic long-term development, must undertake scientific research and analysis on the future development of enterprises strategy. According to this mission, a detailed analysis of GroupM inside and outside environment, using a variety of strategies theory analyzed, combined with China’s current national condition, make the strategic choice of enterprise itself, combined with the special situation, make strategic deployment. Conclusion:the use of Market Penetration Strategy, to play their own advantages, focus on core business "media buying agency", to set up a good brand image and enhance brand awareness, at the same time cannot be ignored in emerging media trend of development and to better integrate into the Chinese national condition, in order to avoid the case the climate does not suit one.I hope this strategy conception to GroupM China future development assistance, and to the same type of 4A large advertising companies in the development of China’s development strategy to be inspired somewhat.