| Advertisement is a bridge between enterprises and consumers. As an important partof enterprise marketing, it is also an effectives means for promoting competitive force ofthe enterprise. A good advertising scheme will promote the competitive advantageeffectively in the market. Corporate advertising strategy includes the subdivision and theimplementation of enterprise advertising activities, which is a specific method to realizethe objectives of business advertising. Market positioning, consumer groups, degree ofmarket competition, and product sales strategy are different for vary enterprises, soadvertising strategy is also differ in thousands of ways. Reasonable corporate advertisingstrategy which related to the enterprise is an important guarantee for the enterprise corecompetitive advantage and long-term strategic objectives to be achieved.By using the theory of marketing and advertising, this thesis analyzes the advertisingstrategies of Changli Machinery Manufacturing Co., Ltd. Firstly, this thesis introduces thebasic theory that including marketing theory, Potter’s competitive strategy, competitiveadvantage theory, advertising theory, and system engineering theory and method. Then,this thesis analyzes the internal and external environment of Changli MachineryManufacturing Co., Ltd, which including the current situation, development of concretemachinery industry trend, activities of the competitor advertising, and the characteristicsof the media and customer behavior. This thesis studies the current situation of ChangliMachinery Manufacturing Co., Ltd, and points out the opportunities and threats of thiscompany as well as the competitive advantages and weaknesses. Thirdly, the thesisdesigns advertising strategies of this company from different points of view, such as, thetarget, theme, audience, media, and effect formulation. At last, the thesis put forward someavailable suggestions to ensure the implementation of the above strategies. |
PDF Full Text Request