The DX company 's Development Strategy
|School||University of Electronic Science and Technology|
|Keywords||Corporate Life-Cycle Strategy Choice Strategy Implementation|
The form of advertising is well-known by public from the traditional four medias of television, newspapers, magazines, radio to the new medias of outdoor, Internet, mobile phones etc.(Collectively called Above-the-line Advertising or ATL Advertising). And now it has developed in a variety form such as promotional ads, shopping ads, exhibitions, business activities etc. (Collectively called Below-the-Line Advertising or BTL Advertising). Therefore, ATL advertising company is gradually subdivided. BTL advertising usually requires merchandise display or other supporting props as carrier for the advertising experience. BTL advertising production company is constantly changed and gradually subdivided from the traditional decoration company and exhibition company, eventually, there are some companies are specialized in BTL advertising production. However, most domestic and abroad scholars are concentrated in development strategy research of small and medium enterprises or advertisement enterprises. There is no system, in-depth description, market segments to the current advertising industry, especially for Shanghai BTL advertising company’s development strategies and implementation. This study has not yet given adequate attention. In this case, there is no doubt that making comprehensive and objective analysis on Shanghai BTL advertising production company, and formulating the effective development strategy and implementation of it’s great theoretical value and practical significance.This paper, by using the theory of Corporate life-cycle, Michael Porter’s Five Forces Model, Capacity Theory, firstly making a-by-layer carding on Shanghai advertising industry, BLT advertising and BLT advertising production industry overview, then analysis on external environment and enterprise internal environment of BTL advertising production industry, recognizing the corresponding strategy of enterprise in different life cycle. And then regard Shanghai DX company as a main body of research, making analysis of DX company’s overall situation, resources and capacity and difficulties in development. Study on DX company development’s strategy and implementation method, finally propose DX company’s development strategy in it’s infant stage. By above analysis, the paper finally reached the following conclusions: Firstly, Each BTL advertising production company should adopt different development strategy in different stage. Secondly, in infant stage, The DX company’s development and survival are determined by it’s internal environmental factors, also depends on the comprehensive ability and learning ability of the company’s founder. Finally, after establishing the company development’s location,DX company in early-stage should establish correspondingly corporate-level strategy, business-level strategy and functional-level strategy, focusing on the key link in strategic implementation that optimize the organization design, promoting the ability of creative design, developing the quality control and flow control, strictly manage the supplier and cost control, and verify the work of strategy implementation in each company’s stage, then adjust and control the strategy implementation timely and effectively according to the change of company’s internal and external factor.