Research On Marketing Strategy Optimization Of XY Advertising Company

Since our country became the world’s second largest economy in 2010,the consumption ability of our residents has been improving along with the improvement of living standards.To meet the personalized and diversified consumer demand,advertising enterprises provid more and more products,the variety is also increasingly rich.The size of our country’s advertising market has exceeded trillion yuan in 2021,an increase of 11.01% year-on-year,of which the size of the internet advertising market is 543.5 billion yuan,an increase of 9.32% year-on-year,and showing an increasing trend year by year,digital technology innovation makes the development of digital economy rapid,advertising industry is expected to fully implement the digital transformation and upgrading,to achieve leapfrog development.In the Internet era,internet advertising has a bright future,and many advertising companies are competing to use novel media presentation forms.In this context,in order to occupy a favorable position in the fierce market competition,it is very important for small and medium-sized advertising companies to optimize and innovate their marketing strategies to meet the new demands of advertisers for advertising products,such companies need to focus on flexible marketing strategies to improve their market share.This paper focuses on the marketing strategy of XY advertising company,first combs the relevant academic achievements at home and abroad,on this basis,uses the7 P theory of service marketing to summarize the present situation of XY advertising company’s marketing business in terms of products,prices,channels,promotions,people,service processes and physical displays,followed by a large sample of Customer satisfaction surveys,this paper analyzes on the problems and causes of the marketing strategy of the company,and analyzes on the macro-environment,the competitive environment and the internal environment of the company at present,this paper analyzes the marketing advantages,disadvantages,opportunities and threats of XY advertising company by using SWOT analysis method,and determines the marketing strategy of XY advertising company,put forward the strategy optimization countermeasure suggestion,and formulates the corresponding safeguard measure,helps the company to promote the profession competitiveness comprehensively.The results of this study will help XY to improve its marketing strategy,further enhance the company’s overall performance,build core business competitiveness,so that the company can continue to profit and achieve significant development.At the same time,the research results of this paper can be used for reference to the same type of small and medium-sized advertising companies,so that they can improve their own marketing strategies and stands out in the fierce market competition.