Plan to set up an advertising company

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The first chapter preface

With the development of domestic economy, the advertising industry is constantly improving and growing. Our advertising company focuses on the innovation of business and management, which is the difference between advertising companies. First of all, our advertising company not only provides advertising services to the market, but also provides a platform for college students who are interested in advertising industry to practice and operate. We put Yinglijun advertising company into commercial operation, but we don't take profit as the sole entrepreneurial purpose. It is our real pursuit to gain something in social practice.

Secondly, we plan to form Yinglijun advertising company in partnership with other large and medium-sized advertising companies in Shanghai, which will benefit * * * and bear the risks. Sign a long-term recommendation contract with the partner advertising company for advertising talents in Southern Vocational College. On this basis, the partnership company will help us to focus on cultivating students' quality and ability in this aspect in the operation of this advertising company. Make our students' quality and ability meet the requirements of the partnership advertising company. We will complete this training process while students are in school. After graduation, students can directly work in a partnership advertising company.

On the one hand, the development strategy of Yinglijun advertising company has strengthened our technical strength and created conditions for realizing market benefits; On the other hand, the company's market behavior can enrich the school's teaching resources, and its social effect will also enhance the visibility of our school to a certain extent, thus forming a good interaction and promoting the development of related disciplines in South Vocational College.

We will continue to work hard to make Yinglijun advertising company a window image representing the entrepreneurial achievements of college students in Southern Vocational College.

Chapter II Company Profile

(1) Company name:

Yinglijun advertising company

(2) Nature of the company:

A media joint venture advertising company integrating production, agency, planning, creativity, investigation and consultation.

(3) The purpose of the company:

It is our responsibility to help customers obtain economic and social benefits, aiming at establishing the best communication channel between customers and the market through the company's scientific, professional and sincere services, making the most economical planning and design for customers' limited funds, and enabling customers to achieve the best communication effect with the lowest advertising cost.

(IV) Company objectives

Create a window image representing the entrepreneurial achievements of college students in Southern Vocational College.

(v) Entrepreneurship concept:

At present, Yinglijun advertising company is in the stage of investigation, research and entrepreneurship, but we have formed a * * * knowledge, that is, actively explore the development mode and direction at the beginning of entrepreneurship, take a road with its own characteristics, and form a strong advertising group in the local area by combining or merging other small companies in various ways through effective capital operation. Starting from attracting small customers, we will establish a good long-term cooperative partnership with customers with a pragmatic attitude of Excellence, and gradually expand our experience and reputation.

We will try our best to integrate meticulous professionalism into every detail, analyze the trends and trends of advertising development through various channels, and provide scientific and professional services to each of our customers from the perspective of studying audiences and markets. Only by constantly improving and constantly surpassing ourselves is the key to the development of this advertising company.

(vi) Corporate services

1. Professional advertising service

? Provide customers with detailed and accurate industry consulting services, including data investigation and analysis conclusions, so as to make customers' investment more scientific and reasonable and communicate with consumers in all directions.

? Establish internal research institutions, gradually create their own theoretical framework and knowledge system, and establish their own cultural connotation.

? Become a strategic partner with the media, act as an agent and completely buy out a lot of advertising space and time in the media. We promote and sell advertising media to advertisers.

2. Personalized business services

? It is the first company in Gaoping District, Nanchong City, Sichuan Province to plan and create a wedding atmosphere.

? To provide customers with opening, festivals, real estate exhibitions, product promotion, planning of large-scale activities, as well as renting necessary publicity tools for large-scale launch balloons, inflatable arches, comics and other activities.

? Acting as an agent to contact the etiquette girls needed for holding activities and various cultural programs.

3. Provide customers with accurate and scientific market research.

? There is no need for customers to run around, we provide customers with perfect effect measurement service.

4. Others

? User benefits: We have advantages in business cost because of our own characteristics. We can minimize the advertising budget required by customers and achieve real high quality and low price.

Chapter III Market Analysis

(1) Market Description:

Advertising is a new industry in China. In 2002, there were 57,434 advertising companies in China. In recent years, the number of companies has been increasing, the turnover and employees have been expanding, and the growth rate is considerable. In 2003, the national advertising business exceeded 654.38 billion yuan. According to experts' prediction, China's GDP will increase by no less than 7% in 2004, reaching 654.38+02. China advertising market is expected to become one of the three largest advertising markets in the world in the future 10. However, compared with the annual turnover figures of large foreign advertising groups disclosed by American advertising authorities, the gap is extremely huge. Compared with the eastern region, the economic and advertising gap in the western region is still very large, and will not change much in a short time.

Since the re-opening of the advertising market in China, the advertising industry has shown great vitality, and the proportion of advertising industry in GDP and the per capita turnover of employees have shown a continuous growth trend. According to the survey, China has surpassed Japan to rank second in the global advertising industry, and in terms of the media structure of advertising revenue, China TV advertisements occupy an absolute dominant position with the ratio of 8 1%. While newspaper advertisements only account for 17%. The remaining 2% is divided up by outdoor advertisements, poster advertisements, mass publication advertisements and Internet advertisements. In * *, the growth rate of China advertising market slowed down, and the overall investment only increased by 9% year-on-year, which was lower than the growth rate of China GDP 1 1.4%, which was the lowest growth rate in recent years. In * * years, due to the influence of the Olympic Games, the advertising fatigue of major industries, the diversion of new media advertisements and other factors, the growth rate of magazine expenses in the traditional media advertising market further shrank, and the total advertising expenses reached 3 12 billion yuan (excluding the Internet and new media). In * * year, the new media force suddenly emerged, and the rapid upgrading of China's consumer market gave us every reason to believe that the advertising market in China would be more exciting in * * year.

* * In 2008, driven by the Olympic economy, the advertising industry in China will undergo earth-shaking changes. Affected by the characteristics of Olympic viewing, the market share of TV advertising will increase rapidly, and the advertising space of print media will be further compressed. Emerging media represented by the Internet and various forms of LCD TV coal will further carve up the cake of traditional media, and traditional media will launch a real market defense war.

The growth rate of online advertising market in China is 50%, accounting for 6.7% of the whole advertising market. Affected by the Beijing Olympic Games, the online advertising market in China will continue to develop, with an annual growth rate of 50%. Despite the rapid expansion of the Internet, the Internet can only rank second in terms of its contribution to the growth of global advertising expenditure. In contrast, TV has a larger audience, especially in the development.

(2) Target market:

Campus market, peripheral market, Nanchong market and long-term target market are all over Chengdu.

The campus market of the college is mainly manifested in the advertising demand of the college for external publicity, various student associations and various activities and competitions organized by the college. The market around the college is mainly manifested in the advertising demand of shops and facades in Huanjie and Renmin Middle Road, with special attention to the rapid update of facades and shops near the college.

The market in Shunqing District is mainly manifested in providing market research, public relations activities planning, advertising services required for holding promotional activities, facade advertising, signboard making, outdoor advertising in small shops, etc.

(3) Target customers:

Initially, the target customers were mainly enterprises, shops and production facade owners located in College and Nanchong.

(4) Construction progress:

It is estimated that Yinglijun advertising company will take three months from preparation to implementation. In the first two months, we will contact and negotiate with the advertising company in Nanchong to establish a preliminary cooperative relationship. Starting from the second month, we will build the company from both hardware and software. In the last month, while improving the company's construction, I contacted some advertising decoration companies and Chengdu business websites with relatively concentrated advertising target customers.

(5) Market development strategy:

Early stage of starting a business (first year)

1. Can we consider the initial development model?

Scheme (1): contact with some advertising decoration companies in Chengdu to seek to establish an advertising consortium. This is because they all have the characteristics of small scale and isolated development. Some companies have media agency advantages, some have customer resources, and some have regional advantages. Through capital operation, horizontal alliance is implemented, resources are integrated, costs are reduced and risks are taken. Grouping is the inevitable choice for the further development of advertising industry in China.

Form a strong advertising regional group through scale operation, complement each other's advantages and reduce operating costs.

This will help to get rid of the repetitive and wandering state of individual development of small companies, thus improving the overall service level.

This is also of great help to the initial development of our company.

Scheme (2): If the alliance is unsuccessful, we can only base ourselves on the periphery of the college and seize all kinds of advertising business nearby at the initial stage. We mainly design and make advertising signs, supplemented by some public relations planning activities with certain scale and influence, and eat up the scattered business that large advertising companies have no time to take care of, and become famous step by step. We will expand our long-term business in development. We will cherish the relationship with customers, establish a good customer relationship, and let today's advertisers become voluntary propagandists of Yinglijun advertising company tomorrow. It is also possible.

2. Lobbying university associations and taking Yinglijun Advertising Company as the advertising agency of the associations.

3. Look for suppliers of advertising production consumables to ensure the service and quality of the purchase channels.

4. Establish a friendship link with Chengdu commercial website, and introduce Yinglijun advertising company online.

Open telephone business consultation, establish company website and provide online consultation service.

Entrepreneurial development stage (second and third years)

Yinglijun advertising company has accumulated considerable experience in the standardized operation in the early stage of development, and has a certain popularity in Nanchong market, which has been recognized by more and more customers. At the same time, the technical level of the company's personnel and production equipment has also reached a higher level with the development, so the goal of this stage is to further establish the brand image of the advertising company, further promote the market, and develop our advertising business objectives to large and medium-sized enterprises.

1. Donate outdoor advertisements worth tens of thousands of yuan in the main streets of Nanchong city, and some of them are used to convey public service information. Invisible, billboards are no longer regarded as "road pollution", but contribute to society. The other part can be used for advertising rental to obtain income.

2. Initially establish a stable customer base. Being able to put advertisements in Nanchong mainstream media, its influence began to cover the whole city.

3. Promote Yinglijun Advertising Company to Nanchong, and the company's profit will tend to be stable.

Chapter IV Company Operation

(1) Company's business

The initial business content can be roughly divided into:

1. Market service: market research and customer service.

Design and production: advertising graphic design, shop signboard production, advertising inkjet, product packaging design, display production.

3. Enterprise consultation: provide customers with advertising planning and public relations activities planning.

Advertising photography: product photography, industrial photography, technology photography, location photography, etc.

5. Customers rent: large-scale launch balloons, inflatable arches, cartoons and other promotional tools for celebration activities.

After the expiration of the business also includes:

1). Develop digital advertising business and develop Internet advertising. In * *, the number of Internet users in China will exceed several hundred million, which indicates that the Internet based on new technologies, as a new mainstream media, has entered the economy and life of ordinary people in China, and will continue to grow at an unpredictable speed with broad prospects.

2) Vigorously promote and develop outdoor advertising and introduce high-tech advertising production projects.

3) wedding planning: wedding planning, creating a wedding atmosphere.

(2) Business strategy

1. Management of the company. Maintaining operating efficiency is the main management topic of the company. Managers need to devote themselves to improving management, integrating business systems and emphasizing comprehensive performance in order to improve operational efficiency.

2. Strengthen the company image, enhance the visibility, attract customers, and at the same time enhance the market competitiveness with the help of the image, which is the basic direction of the strategy, so that consumers can have a sense of identity with convenience stores and improve their satisfaction.

3. Create regional advantages. Its main strategy is to expand the relative scale in the region through regional operation, gain a higher competitive position in the region, seek living space, lay a profit foundation, and then seek the expansion of business scope.

4. Be good at digging hidden profit growth points from investment equipment.

(3) Obstacles in operation

1. Insufficient funds lead to the backward infrastructure of the company.

As a new advertising company, it is very difficult to make a profit because it is in the initial stage of capital investment and market development.

3. The overall strength of the company team needs to be further improved.

4. unknown.

(4) Operating resources

As the saying goes, "Never fight an unprepared battle". Doing all the preparatory work before investment can reduce the probability of unexpected situations in the later operation. Any problems in capital, manpower and site will directly affect the development of the company. The initial investment is 6,543,800 yuan. Personnel will be selected as 12 after competitive recruitment? 13 people. Site area: about 50 square meters.

Chapter V Company Management

(1) organizational structure

Because the advertising company belongs to the intellectual industry whose knowledge is more important than capital, its establishment and development need to reasonably mobilize the superior resources of the whole college.

Management? Responsible for internal management, schedule deployment and company development planning.

Technology department? Department of Journalism and Communication and Department of Fine Arts: responsible for advertising graphic design, shop signboard production, advertising inkjet, product packaging design and display production.

Marketing department? Chinese language, literature and news communication department: responsible for the company's external advertising, image planning, improving the company's visibility in society, market research and analysis.

Information department? Department of Economic and Trade Management and Department of Computer and Information Science: responsible for contacting information sources outside the market to obtain the advertising business information needed by the company, and signing agreements with them to form relatively stable company resources and establish the company website, laying the foundation for the company's online business consulting service and remote communication.

Finance department? Economic and trade management department: responsible for the company's financial expenditure and income business, responsible for planning and establishing a sound financial system.

Training department? Partnership advertising company: responsible for the technical and business training of the company's internal personnel.

Photography department? Responsible for the company's external publicity.

I recommend it carefully.