Research On The Development Strategy Of Zhejiang Boosn Advertising Media Co., Ltd

Zhejiang Boosn advertising media Co., Ltd. is a small and medium-sized advertising company which located in Jiaxing. In recent years, the continuous development of Boosn in Jiaxing local market gradually formed a monopoly, and the company’s market share is higher than other companies in Jiaxing. But the company is also facing bottlenecks in the rapid development, such as insufficient recognition of human resource management and the emerging media, etc., which have hindered the further development of the company. However in the wake of intense competition in the market, some foreign large advertising companies are entering into the local market, how to survive and develop in the fierce competition is very important to the company.In this paper, the author analyzed and evaluated the development strategy in such an environment. Firstly, the author use PEST method, Michael Porter’s Five Forces Model, the life cycle of advertising media industry, strategic group analysis as the macro environment, to analyze the external competitive environment, such as political, economic, social technology environment and competitors. In the meantime, by using analysis method of internal resources and capabilities, the author gave an description of organization structure,human resources, technology research, production and marketing situation. Then there is a clear understanding of the advantages and disadvantages, opportunities and threats to develop the company’s development strategy. So through the value chain analysis the author got the key factors of its value. Secondly, through the combination of internal and external key factors, the author positioned the enterprise in the grand strategy matrix, further determined the enterprise’s quadrant. At the same time, the author gave a fully comparison of three development strategy modes. The process of elimination said that differentiation strategy is the most suitable to Boosn. Finally, in combination with the practical situation of the company, Boosn taken growth strategy and differentiation strategy, which include media development, cost control, management, marketing and services aspects. In order to guarantee the smooth implementation of the development strategy, the author carried out risk control management.This article research conclusion is as follows:Boosn can achieve rapid growth through the differentiation strategy. Step by step, Boosn can achieve the company’s VlSlon..