Business plan of advertising enterprise

Business plan of advertising enterprise

With the development of domestic economy, the advertising industry is constantly improving and growing. The following is the advertising business plan I compiled for you. Welcome to reading.

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 contacting advertising companies. First of all, our advertising company not only provides advertising services to the market, but also provides a practical and operational platform for students who are interested in advertising in Lingling College. We put the contact 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 a liaison advertising company in partnership with other large and medium-sized advertising companies in Hunan to benefit and bear risks together. We will sign a long-term recommendation contract with the cooperative advertising company for advertising talents in Lingling College. What kind of talents and skills does the partnership company need? On this basis, the partnership company helps us to focus on cultivating students' quality and ability in the operation of the contact advertising company, so that our students' quality and ability can meet the requirements of the partnership advertising company. This training process will be completed while students are in school. After graduation, students can directly work in a partnership advertising company.

Contact with the development strategy of advertising companies, on the one hand, enhance our technical strength and create 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 Lingling College.

We will continue to work hard and strive to make the contact advertising company a window image representing the entrepreneurial achievements of Lingling college students.

Chapter II Company Profile

(1) Name of the company

Lingling college contact advertising company

(2) Nature of the company

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

(III) The purpose of the company

It is our mission 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 Lingling college students.

(E) Entrepreneurship concept

At present, contact advertising companies are in the stage of investigation and research, but we have reached a consensus that we should actively explore the development model and direction from the beginning, take a road with our own characteristics, unite or merge other small companies in various ways through effective capital operation, and form a strong advertising group in the local area. Starting from attracting small customers, we will establish a good long-term cooperative partnership with customers with a pragmatic attitude of Excellence, gradually expand our experience and reputation, and divide our "sphere of influence" bit by bit.

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 contact advertising companies.

(v) Corporate services

1, professional advertising service

-Provide detailed and accurate industry consulting services for our customers, including data investigation and analysis conclusions. Therefore, customers' investment is more scientific and reasonable, and they can communicate with consumers in all directions.

-establish internal research institutions, gradually create their own theoretical framework and knowledge system, and establish their own cultural connotations.

-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 will promote and sell advertising media to advertisers in one direction.

2. Personalized business services

—— It is the first company in Yongzhou that has the business of wedding planning and creating wedding atmosphere.

-Providing customers with the planning of opening, festivals, real estate exhibitions, product promotion and large-scale activities, and renting necessary publicity tools for large-scale launch balloons, inflatable arches, cartoons and other activities.

-The broker contacts the etiquette lady needed to hold the event.

3. Provide customers with accurate and scientific market research.

-We don't need customers running around, we provide customers with perfect effect measurement service.

4. Others

-User benefits: Due to our own characteristics, we have an advantage in business costs. It 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 volume exceeded 654.38 billion yuan. According to experts' prediction, the GDP of China will increase by no less than 7% in 2004, reaching more than 12.5 trillion yuan, and the national advertising business will be about110 billion yuan. China advertising market is expected to become one of the three largest advertising markets in the world in the next decade or so. However, compared with the annual turnover figures of large foreign advertising groups disclosed by American advertising authorities, the gap is extremely huge. There is still a big gap between the economy and advertising in the western part of China and the eastern part, and it will not change much in a short time.

Yongzhou is a commodity distribution center adjacent to Guangdong and Guangxi in southern Hunan, with active commodity trading and dense commercial outlets. There are more than 30 wholesale markets, more than 20,000 commercial and catering service outlets and more than 40,000 employees in the city. According to the data of the second national survey of grass-roots units in Yongzhou, there are 4 14 enterprises with more than 0/00 employees, accounting for 9.43%; /kloc-there are 3974 units with less than 0/000 employees, accounting for 90.57%, of which enterprises with less than 30 employees are the main ones, accounting for 67.37% of all enterprises. It can be seen that the main characteristics of Yongzhou's private individual economy are small scale, large quantity and wide distribution. Advertisers in Yongzhou are mostly small and medium-sized enterprises or shopkeepers. Yongzhou modern advertising industry started late and developed rapidly, and the advertising industry will have a broader market prospect in Yongzhou.

(2) Target market

According to the regional characteristics, we divide the initial target market into three categories: the market in Lingling College, the market around Lingling College and the market in Shan Zhi District of Yongzhou City. Long-term target markets are all over Yongzhou, including the market in Lengshuitan District of Yongzhou.

The campus market of Lingling College is mainly manifested in the advertising demand of the college's external publicity, the advertising demand of 33 student associations, and the advertising demand of various activities and competitions held by the college.

The surrounding market of Lingling College is mainly manifested in the advertising demand of shops and shops in Yangzitang Street. It is particularly important to note that the shops and shops near the college update very quickly.

The market in Shan Zhi District of Yongzhou City is mainly manifested in providing small shops with market research, public relations activities planning, advertising services required for holding promotional activities, facade advertising, signboard making and outdoor advertising.

(3) Target customers

The initial target customers are mainly located in Lingling College and the owners of enterprises, shops and production facades in Shan Zhi District of Yongzhou City.

(IV) Construction progress

It is estimated that it will take three months to contact an advertising company from preparation to implementation. In the first two months, we will contact and negotiate with advertising companies all over Hunan Province to establish a preliminary cooperative relationship. Starting from the second month, we will spend two months to build the company from both hardware and software. In the last month, while improving the company's construction, we will contact Yongzhou's business website with some advertising decoration companies and relatively concentrated advertising decoration facades of target customers, and strive to establish business cooperation relations with them.

(V) Market development strategy

Early stage of starting a business (first year)

1, our initial development model can be considered-

Scheme (1): Contact some advertising decoration companies in Shan Zhi District of Yongzhou 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, advantages are complementary, costs are reduced, and risks are shared. Grouping is the inevitable choice for the further development of advertising industry in China. Form a powerful advertising regional group through various means. Through large-scale operation, the advantages complement each other 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 not successful, we can only base ourselves on the periphery of Lingling College and seize all kinds of advertising business nearby. We mainly design and make advertising signs, supplemented by some public relations planning activities with certain scale and influence, and eat up all the scattered businesses that large advertising companies have no time to take care of, and become famous step by step. Expand long-term business in development. Cherish the relationship with customers, establish a good customer relationship, and let today's advertisers become voluntary propagandists who contact advertising companies tomorrow. You can also try to invite customers to become shareholders and develop together.

2. Contact shop and facade owners to promote their contact with advertising companies.

3. Lobbying the college community and contacting the advertising company as the advertising agency of the community.

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

5. Establish friendly links with Yongzhou business website, and contact advertising companies for online publicity and introduction.

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

Entrepreneurial development stage (second and third years)

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

1. Donated outdoor advertisements worth tens of thousands of yuan in the main streets of Shan Zhi District, Yongzhou, and some billboards were used to convey public service information to the public. 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 the mainstream media of Yongzhou, its influence began to cover the whole Shan Zhi District of Yongzhou.

3. Promote the contact advertising company to all parts of Yongzhou, 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. Customer service.

2. Design and production: advertising graphic design. Shop sign making. Advertising inkjet. Product packaging design. Performance production.

3. Enterprise consultation: provide advertising planning for customers. Public relations activity planning.

4. Advertising photography: product photography. Industrial photography. Scientific photography. Location shooting, 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 Internet advertising. In 2004, the number of Internet users in China will exceed 1 100 million, which indicates that the Internet based on new technologies, as a new mainstream media, has entered the economy and life of ordinary China people, and will continue to grow at an unpredictable speed with broad prospects.

2. Vigorously promote and develop outdoor advertising. 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. Strengthening the corporate image, enhancing the visibility, attracting customers, and enhancing the market competitiveness with the help of the image are the basic directions 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 its 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 to expand its business scope.

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

(3) Cost accounting

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 problem in these three links will directly affect the development of the company. The investment is 9 1000 yuan. After competitive selection, the company's personnel are designated as 10- 12. Site area: more than 50 square meters. Commercial barriers

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. The popularity is not high.

(5) 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 problem in these three links will directly affect the development of the company. The initial investment we need is 96,5438+0,000 yuan. After competitive selection, the number of personnel is determined as 12- 13. Site area: about 50 square meters.

Chapter V Company Management

(1) organizational structure

Because the contact advertising company belongs to the intellectual industry where knowledge is more important than capital, its establishment and development need to reasonably mobilize all the superior resources of Lingling College.

Management Department-Lingling College: responsible for internal management, schedule deployment and company development planning.

Technology Department-News Communication Department, Art Department: responsible for advertising graphic design, shop signboard production, advertising inkjet, product packaging design, display production.

Marketing Department-Chinese Language, Literature and News Communication Department: responsible for the company's external advertising and image planning. Improve the company's visibility in society. Market research, analysis and research.

Information Department-Department of Economics, Trade and Management and Department of Computer and Information Science: responsible for contacting information sources outside the market and obtaining advertising business information needed to contact the company. And sign an agreement with it to form a relatively stable company resource. Establish the company's website to lay 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, and 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-Xishan Photography Association of Lingling College: responsible for the company's external advertising photography business.

Human resources department-Lingling College: responsible for improving the personnel system of contacting advertising companies. Train employees within the company.

human resources

Lingling College is a provincial full-time undergraduate college, and its disciplines are literature, law, science, engineering, history, economics, management and teaching. There are 0/6 full-time undergraduate majors/kloc-and 28 full-time specialist majors, which have been enrolled in 25 provinces (autonomous regions). There are 6,225 full-time students and more than 5,000 adult students, with sufficient human resources. The company selects the best students to ensure the quality of human resources.

(3) Risk analysis

(4) Rationality and realizability

Chapter VI Financial Analysis

(1) Source of funds

(2) Plan and return

(3) Investment risk

(4) Planned cost

(5) Company income

(6) Financial statements

Chapter VII Entrepreneurial Team

(A) Introduction to the entrepreneurial team

(b) Description of business plan

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