Research On The Development Strategy Planning Of SY Company From The Resource-Based View

In recent years,China's GDP and retail development has slackened,resulting in fluctuations in the development of the domestic advertising industry.The ResourceBased View(RBV)may be used to help interpret the strategic management of a company,and help managers to understand and identify the key resources required for company's success.It has become an important research content to analyze on multiple levels the impact of corporate resources on company performance,and to study the relationship between these resources.Based on the Resource-Based View,an empirical study has been conducted on the cultural and creative industry,which is a higher sector above the advertising industry.Surveys have been made covering 118 listed companies from the ranking lists of China's Cultural Industry Brand Value and China's Cultural Industry Innovative Brand Value.Using a Structural Equation Model,studies have been conducted as to the company input of marketing and management resources on the company performance,and the intermediary role which brand value plays in the process.The results show that for small and medium-sized companies,the input of marketing resources has a higher-priority positive impact on corporate performance and the brand value,while for larger companies,the input of management resources is more important.In addition,the company's brand value demonstrates a positive impact on the company's performance.Brand value and company performance are the main outcome indicators on which entrepreneurs formulate company development strategies.Therefore,it provides significant basis for company development strategy to analyze the impact of various resources inputs on company performance.Finally,a case study has been conducted on SY Company,an advertising planning company.Suggestions have been put forward on the strategic development of advertising companies: marketing means should be used to develop the company's brand value,and when the company develops to a certain size,management resources inputs should be increased to improve the management of the company.The paper also puts forward specific suggestions on the company's brand strategy and human resources strategic planning.