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论文编号：	8167
作者编号：	2220130061
上传时间：	2016/5/28 21:45:42
中文题目：	天津海创广告公司战略定位及成长路径研究
英文题目：	The research about the strategic positioning and growth path for Tianjin Haichuang Advertisement Company
指导老师：	张玉利
中文关键字：	精益管理；广告公司；战略定位；海创广告
英文关键字：	Lean Management；Advertising company；Strategic Positioning；Advertising Co.； Ltd. Tianjin Haichuang
中文摘要：	近年来，随着市场经济的深化发展，尤其是国家大力发展文化产业战略的推进，我国的广告行业进入了空前的活跃期。无论是广告公司的数量，从业人数，还是广告营业额，都呈现迅速增长的态势。中国广告市场，犹如一块大蛋糕，吸引了众多投资者。由于行业门槛低，各类广告公司如雨后春笋般涌现。纵观我国广告公司的发展现状，可谓是良莠不齐，多数公司存在低端同质化竞争，具备现代化管理运营模式的公司仅为少数。据最新数据统计，在天津工商注册的广告公司多达三万多家，实际真正运营的不足一万家。在这有限的运营公司中，普遍存在着、结构单一、同质化经营、现代管理意识缺乏、管理模式落后等诸多的不利因素。这与天津作为直辖市的体量是不相符的，更与天津要打造现代服务业的城市发展目标不相符。作为天津市众多广告公司的经营者之一，作者在八年多企业经营过程中逐渐积累了一些关于中小型广告公司战略定位及成长路径方面的管理经验，探索了一条精益创业的发展道路。本文以天津海创广告有限公司为例，意在通过作者多年经营实践所积累的经验，结合天津中小型广告公司发展现状，重点研究中小型广告公司经营者如何找准自身定位，树立精益化管理思维，在不同的成长阶段在管理上做不同的调整，进而实现公司的发展壮大。本文主要分为四个篇章，第一章主要阐述了本文的研究背景、目的和内容。第二章主要阐述了海创广告基于市场现实的战略定位问题。第三章为重点章节，围绕精益化管理思想，论述了海创广告在发展过程中针对组织结构及绩效管理方面做出的调整。第四章为展望，以海创广告未来发展定位及精益化管理在实现公司发展目标中的重要作用为例，以期对天津市中小型广告公司经营者提供一孔之见，为天津市现代服务业发展尽绵薄之力。
英文摘要：	In recent years, with the deepening development of market economy and the promotion of the cultural industry strategy especially, China's advertising industry has entered an unprecedented active period. Both the number of advertising companies, the number of employees, and the advertising turnover, are showing rapid growth trend. China advertising market, like a big cake that has attracted many investors. Because of the low industry threshold, various types of advertising companies like bamboo shoots after a spring rain spring up. Throughout the development status of advertising company in China, it is uneven in quality, most companies exists low-end homogenization competition but the companies with modern management mode are in the minority. According to the latest statistics in Tianjin, the number of registered advertising company is up to more than 30000, actually the operational ones less than ten thousand. In this limited companies, single structure, homogeneous management, lacking of modern management consciousness and backward management model are common unfavorable factors. It does not match the volume of Tianjin as municipalities directly under the central government it is not consistent of the urban development goal to build a modern service industry . As one of the operators of many advertising companies in Tianjin, the author, in more than eight-year business process, gradually accumulated some experience of small and medium sized advertising companies strategic positioning and the growth path in terms of exploring the road of development of lean entrepreneurship. In this paper, sea Advertising Co., Ltd. of Tianjin, for example, is intended by the author many years of operating experience accumulated in practice, the present situation of small and medium Tianjin advertising company, focusing on small and medium sized advertising agency managers how to identify their own position, and establish lean management thinking in different stages of growth to make different adjustments in the management, so as to realize the company's growth. This paper is divided into four chapters, the first chapter describes the background, purpose and content. The second chapter describes the sea of advertising based on market realities strategic positioning. The third chapter is focused chapters around lean management thinking, discusses Haichuang ad in the development process for the organization and performance management to make adjustments. The fourth chapter outlook to the important role of a sea of ads targeting the future development and lean management in achieving the company's development goals, for example, to small and medium sized advertising company in Tianjin to Tianjin modern service industry do modest means.
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