这也使得广告市场中的企业数量也越来越多，竞争愈演愈烈，每年倒闭的广告公司成千
上万。在这一形势下，企业发展战略的制定，并适时、客观、高效地对其发展战略进行
评价调整，成为广告公司赢得市场竞争的决定性因素之一
本论文以 XY 广告公司为例，对其发展战略问题展开了详细分析。并在对其发展环
境分析的基础上为其构建了新的发展战略框架，并提出了相应的保障措施
首先对企业战略管理的内涵、企业发展战略制定的基本流程等研究过程中所涉及的
基本概念和理论进行了概述，并对当前国内外战略管理的相关研究和各项研究成果进行
了总结，为全文的研究工作的开展奠定了理论基础和重要依据。然后，以 XY 广告公司
为具体的研究对象，对其现有发展战略进行了详细叙述，并指出了其现行发展战略存在
的问题：缺乏全局竞争意识和相应的发展战略规划、单一的战略规划，只是关注于当前
企业的发展。接着，借助 SWOT 分析方法对该 XY 广告公司发展过程中所面临的优势、
劣势、机遇与威胁进行了详细分析，为后续其发展战略的制定提供了分析依据。最后，
本文针对当前XY广告公司的发展现状和市场环境，为其制定了如下发展战略规划思路：
成长战略：市场拓展范围、业务发展方向；合作战略：纵向一体化战略、生产能力扩展
战略、进入新业务领域战略
关键词：XY 广告公司；发展战略；战略规划东北石油大学 MBA 学位论文
III
Research on Development Strategy for XY Enterprise Co. ,Ltd
ABSTRACT
Along with our country, since the third plenary session of the deepening of reform and
opening up, our country&39;s economy obtained the unprecedented development, the
advertisement from the original is not favored by people, it&39;s been penetration in many aspects
of society, has been in the process of China&39;s economic development has played an important
role. However, with the development of market economy in our country level of ascension,
commodity supply is becoming more and more rich, many companies poured money into
advertising, sets up the brand, so as to make the advertisement demand is bigger and bigger. It
also makes the number of enterprises in the advertising market is also more and more,
competition intensified, the collapse of thousands of advertising enterprises every year. In this
situation, the enterprise development strategy formulation, and timely, objective and
effectively to evaluate its development strategy adjustment, become one advertising company
win the market competition, the bureau of qualitative factors.
With XY advertising company as an example, this paper carried out detailed analysis of
its development strategy problem. And on the basis of the analysis on its developing
environment for the development strategy of building a new framework, and proposed the
corresponding guarantee measures.
First of all, the connotation of enterprise strategy management, and explore the basic
process of enterprise development strategy formulation involved in the process of the basic
concepts and theories were summarized, and the current strategic management research and
the research results at home and abroad are summarized, for full text research work laid a
theoretical foundation and the important basis. Then, using the SWOT model, on the XY
advertising company&39;s macro environment and industry environment are analyzed in detail,
and provides analysis basis for its development strategy. Through the analysis we can see that
the current XY advertising company during the period of strategic planning is the main
problem is: the lack of global competitiveness and the corresponding strategic planning for
the development of strategic planning, single, just focus on the current development of
enterprise. Finally, this article in view of the current XY advertising company development
present situation and market environment, set the following development strategy plan for its
ideas: Growth strategy: the scope of market development, business development direction;
Cooperative strategy: vertical integration strategy, production capacity expansion strategy,东北石油大学 MBA 学位论文
IV
into new areas of business strategy.
Key words: XY advertising company; Development strategy; Strategic planning东北石油大学 MBA 学位论文
V
目 录
摘要.... II
ABSTRACT ...... III
第 1 章 绪 论...1
1.1 研究背景、目的及意义.......... 1
1.1.1 研究背景........... 1
1.1.2 研究目的........... 1
1.1.3 研究意义........... 2
1.2 国内外相关研究综述.. 2
1.2.1 国外相关研究综述....... 2
1.2.2 国内相关研究综述....... 3
1.2.3 国内外相关研究评价... 4
1.3 研究内容与方法.......... 4
1.3.1 研究内容........... 4
1.3.2 研究方法........... 5
第 2 章 企业发展战略相关概念及理论概述...6
2.1 基本概念.......... 6
2.1.1 企业发展战略管理的内涵....... 6
2.1.2 企业发展战略管理的层级....... 7
2.2 企业发展战略制定的基本流程.......... 7
2.2.1 界定企业任务与使命... 8
2.2.2 企业内外部环境分析... 8
2.2.3 确定企业发展战略目标........... 9
2.2.4 选择企业发展战略....... 9
2.2.5 制定营销计划方案..... 10
2.2.6 企业发展战略的执行与反馈. 10
第 3 章 XY 广告公司发展战略现状及问题分析......11
3.1 XY
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