Research On The Competitive Strategy Of BZV Network Advertising Company

Internet advertising is a very critical marketing method in the Internet environment.Due to the rapid progress of mobile Internet technology,many companies’ Internet advertising has begun to develop slowly towards mobile terminals.Using fast communication methods,perfect technology application and rapidly increasing dividends,Internet advertising has made great progress in recent years..However,due to network security issues and the emergence of hackers,as well as the entry of mobile phone manufacturers and Internet companies,the operation of Internet advertising is also facing greater challenges.Therefore,in the "14th Five-Year Plan" stage,the operation and development of Internet advertising companies should be reflected and solved,and the competition strategy of Internet companies should be further analyzed and optimized.This research mainly analyzes the external environment and internal resources of BZV Internet advertising company,constructs the competitive strategy of BZV Internet advertising company according to the analysis results,and proposes strategy implementation and safeguard measures.This paper covers the following contents: First,it expounds the research background,research purpose and research significance of this paper,summarizes the research status at home and abroad,and summarizes the relevant research perspectives of this topic;second,using the theory of corporate strategy and competitive strategy The analysis and PEST,SWOT matrix and other research methods define the theory and method of this research;thirdly,using the research introduction of the evolution history of Internet advertising development,the comprehensive environment,the industrial structure of the Internet advertising industry,and the competition background of Internet advertising formats,It defines the external competition conditions that BZV advertising companies should deal with.Fourth,the basic situation of BZV advertising company is explained,and various internal advantageous resources of BZV advertising company are defined,covering advertising resources,commodity advantages resources,word-of-mouth resources,media and advertiser resources,and financial resources.The next step is to lay the foundation for the determination of the detailed competitive strategy.Fifth,the strategic goal of BZV advertising company is defined by SWOT matrix,and in view of this,a quantitative strategic plan matrix is constructed,and it is concluded that BZV advertising company should choose a centralized strategy.Then,based on the two directions of business layer and cooperation,a detailed strategic optimization plan was designed,and the strategic plan was implemented from the three directions of organizational structure,human resources and financial management,and detailed operational measures were given to solve the problems existing in the company’s current strategic direction.,to enhance the core competitiveness of enterprises from inside to outside.Sixth,from the four aspects of operation management mode,brand,technology development and corporate culture,it puts forward the safeguard measures and plans for the implementation of the enterprise’s competitive strategy.The analysis results of this paper cover the following contents: First,the competitive strategy analysis of BZV advertising companies in this study can provide reference for similar companies;secondly,it further studies the development environment of Internet advertising companies,especially in the internal environment.It studies the main capabilities and resources such as various investment resources,internal product resources,brand resources,media and advertiser resources.Finally,it defines the BZV advertising company’s competitive strategy of individualizing selected products and centralizing resources.