受益于数字经济的快速发展，数字广告为国内广告业带来了新的增长机遇，但同时， 以提供品牌策略、品牌规划、广告策划、创意、设计、制作等服务为主的传统广告公司 面临淘汰危机。SG股份有限公司是广东省第一家上市的大型综合性广告公司，公司主 营业务是为客户提供整合营销传播服务，主要包括品牌管理、媒介代理和自有媒体三大 类业务。受大数据、人工智能、融媒体等新技术和新发展模式的影响，公司既有业务体 系受到了严峻挑战，如何把握机遇迎接挑战，SG公司正面临一系列新抉择。因此需通 过SWOT战略分析，研究提出了SG公司未来发展定位、发展思路与战略选择，以及战 略实施保障条件和对策措施。 本文在系统阐释SG公司发展经济、政治、社会、技术等宏观环境，以及行业竞争 态势基础上，从经营管理、技术与人才、财务、市场等微观方面，对公司未来发展条件 进行了深入剖析，新业务领域构建企业的核心竞争力，是SG公司未来发展的关键。研 究分析表明，把握全球广告营销产业发展趋势，打造大数据研发及全营销服务。为此， SG公司需要建立平台战略的创新思维，变革传统的营销产业商业模式，激活客户需求， 提升全营销业务协同发展的盈利增长空间，构建多方共赢的数字化全营销产业生态平台， 抢占产业价值链的制高点，创造高于行业平均值的资产回报及盈利增长水平。 这一战略实施，需进一步增强公司上下的战略执行意识，强化SG公司总部战略管 理中心的职能，进一步提升SG公司整体战略管理能力；充分发挥国有上市公司资本运 作平台，通过深度挖掘产业链的核心增长点，找准切入点，推动企业向高价值数据产业 链延伸，进而掌握价值链关键环节的控制权，完成对数字化全营销领域的产业延伸。同 时，根据发展战略要求，完善人力资源规划、岗位管理、人才队伍建设、激励与约束等 机制建设，为企业战略发展与后续运营，提供根本保障。围绕战略发展目标，加强资源 配置与资源共享能力，充分发挥多年积累的数量庞大广告客户群优势，解决广告子公司 和分公司散点化问题，提升运营效能。以SG大数据中心为依托，打造数字化战略平台， 实现由传统广告营销策划公司，向中国数字化全营销价值链的整合者目标进发。 关键词：发展战略；SWOT分析；广告营销；数字化 II ABSTRACT Benefiting from the rapid development of the digital economy, digital advertising has brought new growth opportunities to the domestic advertising industry, but at the same time, traditional advertising companies mainly providing services such as brand strategy, brand planning, advertising planning, creativity, design, production, etc. face Eliminate the crisis. SG Co., Ltd. is the first large-scale comprehensive advertising company listed in Guangdong Province. The company's main business is to provide customers with integrated marketing and communication services, including brand management, media agency and its own media. Affected by new technologies and new development models such as big data, artificial intelligence, new media, and short video, the company's existing business system has been severely challenged. How to seize the opportunities to meet the challenges, SG is facing a series of new choices. Therefore, through SWOT strategic analysis, the research put forward the future development positioning, development ideas and strategic choices of the SG company, as well as the guarantee conditions and countermeasures for the implementation of the strategy. This article systematically interprets the macroeconomic environment of SG company development such as economy, politics, society, technology, and industry competition, and analyzes the company's future development conditions from the micro aspects of management, technology and talent, finance, and market. Building the core competitiveness of enterprises in the business field is the key to the future development of SG. Research analysis shows that grasping the development trend of the global advertising marketing industry, creating big data research and development and full marketing services. To this end, the SG company needs to establish an innovative thinking of platform strategy, transform the traditional marketing industry business model, activate customer demand, enhance the profitable growth space for the coordinated development of the full marketing business, build a multi-win-win digital full marketing industry ecological platform to seize the industry The commanding heights of the value chain create asset return and profit growth levels higher than the industry average. The implementation of this strategy needs to further enhance the strategic execution awareness of the company, strengthen the function of the strategic management center of the SG company headquarters, and further enhance the overall strategic management capabilities of the SG company; give full play to the capital operation platform of the state-owned listed company and dig deep into the core of the industrial chain Growth points, identify the entry point, and promote enterprises to extend to the high-value data industry chain, and then III master the control of key links in the value chain, complete the industrial extension of the digital full marketing field. At the same time, according to the development strategy requirements, improve the human resources planning, job management, talent team building, incentives and constraints and other mechanisms, to provide a fundamental guarantee for the strategic development and subsequent operation of the enterprise. Focusing on strategic development goals, strengthen resource allocation and resource sharing capabilities, give full play to the advantages of the huge number of advertiser groups accumulated over the years, solve the problem of scattered advertising subsidiaries and branch companies, and improve operational efficiency. Relying on the SG big data center, build a digital strategic platform to achieve the goal of being a traditional advertising marketing planning company to the integrator of China's digital full marketing value chain. Keywords: development strategy; SWOT analysis; advertising marketing; digitalization IV 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. 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VI 第一章 绪论 .............................................................................................................................. 1 1.1 选题背景与研究意义 ..................................................................................................... 1 1.2 相关理论基础与研究综述 ............................................................................................. 2 1.2.1研究方法 ................................................................................................................... 2 1.2.2战略管理文献研究 ................................................................................................... 2 1.2.3 广告行业文献综述 .................................................................................................. 3 1.2.4 SWOT分析文献综述............................................................................................... 4 1.3 研究内容与框架 ............................................................................................................. 6 第二章 SG公司发展外部环境分析 ........................................................................................ 8 2.1 政治环境 ......................................................................................................................... 8 2.2 经济环境 ......................................................................................................................... 8 2.3 社会环境 ......................................................................................................................... 9 2.4 技术环境 ....................................................................................................................... 10 2.5 产业环境分析 ............................................................................................................... 11 2.6 竞争对手分析 ...........