Research On The Development Strategy Of NSF Public Relations Company

After30years of development, the public relations industry (short in PR) in China has grown the second largest market following America. PR now is playing an indispensable role in both government actions and business. We can see PR everywhere in big events, propaganda of public opinion and brand publicities. According to "The Annual Research Report of China’s PR Industry (2013)" published by the Chinese International Public Relations Association, the business scale of PR market in China is about34.1billion in2013, with its annual rate of growth12.5%. The PR industry in China has maintained two digit growth, drawing great numbers of international PR companies establish institutions internal. Meanwhile, local PR companies are of limited influence.NSF PR Company is one of the many trials of international PR Companies. After15years development, it has made some achievements on the Olympic Games, the World Expo and some other exhibition business. However, as the domestic economy environment changing, the field which NSF Company has achieved also changes a lot. Not keeping up with the times on business areas and management lever, the company has showed out some operational difficulties.Adopting the research methods such as PEST analysis, Potter’s five forces analysis, SWOT analysis, etc., the thesis makes a comprehensive analysis on the development history, present situation and future trend of NSF Company, especially the business strategies on both fields of public relations and medium, to extend business opportunities of development on advertisement and public relations, and make proposals on survival mode itself.NSF PR Company is a typical representative of many PR companies facing development bottleneck. To domestic PR industry, the corporate strategy of NSF PR Company can provide reference for the redevelopment strategy of PR companies internal. It is of great realistic significance to conduct the research on the corporate strategy of NSF Company.