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Development Strategy of Taiwan - owned advertising company in the mainland market

Author: CaiYuJie
Tutor: SuYong
School: Fudan University
Course: Business Administration
Keywords: Advertising company Strategy Competitive advantage
CLC: F713.8
Type: Master's thesis
Year: 2008
Downloads: 187
Quote: 0
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Abstract


Since the reform and opening up in 1978 , the bull market of the economy has led to the growth of the advertising industry . Taiwan's advertising industry happens to face a market saturated with recession , to accelerate Taiwan-funded advertising industry to follow its advertisers divergent riding into the mainland in order to be sustainable . This article discussed the status of Taiwan-funded advertising companies operating in the mainland . This paper is structured as follows : First , the theory through the external environment analysis PEST analysis , five forces analysis to understand the situation of the ups and downs of the advertising market environment in China , mainland advertising industry in Taiwan-funded advertising industry in the mainland . Second, analysis of the internal environment , the use of the Michael E.Porter value chain analysis , competitive strategy and traditional SWOT analysis matrix theoretical perspectives for thinking framework to assess the competitive advantage in the continental business long A Taiwan-funded advertising companies . Finally , through the sorting and selection , find out the company's first enhanced strategy to enhance the competitive advantage in the future , the most should be strengthened localization strategy , products and prices first re localization , channel localization , R \u0026 D localization localization and human resources . Dilated strategy , focus on specialization strategy , horizontal integration strategy , diversification strategy . Through which to explore , get some inspiration and suggestions , and provide a reference for the sustainable operation of enterprises .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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