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论文编号：	14238
作者编号：	2320200591
上传时间：	2023/12/9 11:24:49
中文题目：	JT公司多元化战略研究
英文题目：	Research on diversification strategy of JT company
指导老师：	田莉
中文关键字：	JT公司； 多元化战略； 广告公司
英文关键字：	JT Company; diversification strategy; advertising agency
中文摘要：	房地产快速发展时期带动了很多附属产业和公司的发展，仅房地产营销就有大量公司依附生存，如房地产代理公司、渠道商、广告全案策划公司、新媒体运营公司、活动公司等等，单单是房地产的市场推广，就存在着大量的公司。随着疫情和房地产下行双重因素影响，很多原先依附于房地产发展起来的公司不得不考虑转型和多元化经营，以求继续生存下去。 论文所介绍的JT公司就是依托于房地产业发展起来的广告公司。大量的数据信息收集和实证分析都是以JT公司为研究对象的多元化战略。论文首先研究公司的外部环境，运用 PEST模型和竞争力模型对JT公司的宏观环境和行业竞争环境进行具体分析，充分地认知公司当前所面临的局面以及公司持续发展所需要的突破口。其次，对于JT公司的内部环境进行分析，运用竞争优势基石分析公司的独特能力和竞争优势，再通过JT公司多元化发展动因和多元化有形关联找到JT公司多元化战略发展的方向和重点。最后，通过组织结构调整、战略控制系统建立、多元化协同效应和组织文化建设，为JT公司实施多元化战略提供保障。 广告公司因其入行门槛低、投资小、见效快等特点，是很多创业者的首选，但也因盲目投资和创业使整个行业的淘汰率较高。希望通过这篇文章的研究，帮助JT公司走出当前困境，明确未来发展方向，也希望通过本文的研究为那些在广告、新媒体等领域创业的公司提供参考和借鉴意义，找到自己的竞争优势和核心竞争力，合理运用多元化战略，规避风险，可持续健康发展。
英文摘要：	The rapid development of real estate has driven the development of affiliated industries and companies a lot. In real estate marketing seperately, there are a large number of companies existending.With the impact of the epidemic and the real estate downturn, many companies that originally developed on real estate have to consider transformation and diversified operation in order to continue to survive. The JT Company, introduced in the paper, is an advertising company developed based on the real estate industry. A large amount of data collection and empirical analysis are focused on the diversified strategy of JT Company. The paper first studies the company's external environment, using PEST model and competitiveness model to specifically analyze the macro environment and industry competition environment of JT Company, so as to fully understand the current situation facing the company and the breakthrough needed for the company's sustainable development. Secondly, this paper analyzes the internal environment of JT Company, using competitive advantage cornerstone to analyze the company's unique ability and competitive advantage, and then finds the direction and focus of JT Company's diversified development through the analysis of diversified development motivation and diversified tangible correlation. Finally, through organizational structure adjustment, establishment of strategic control system, diversified synergies and organizational culture construction, this paper provides guarantees for JT Company to implement diversified strategy. Many entrepreneurs choose advertising companies as their preferred option due to their low barriers to entry, small investment, and quick results. However, the industry has a high turnover rate due to blind investment and entrepreneurship. This article aims to help JT Company out of its current predicament, clarify its future development direction, and provide reference and insights for other companies in the advertising and new media industries to find their competitive advantages and core competencies, apply diversified strategies, avoid risks, and achieve sustainable and healthy development.
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