The Evolution Of The Business Mode Of Media Agency Under The Convergence Background

In the new media technology, media convergence has become the historical trend, in which everything is affected by this, the advertising industry is no exception. Media convergence greatly influenced the development of the advertising industry in two aspects:, which are fragments and fine. The former is a division of potential, while the latter is split after a integration. In this period, advertising agents between the advertising media and advertisers are also facing the new environment, exploring media agency business model evolution is of great significance.The study starts from China’s media agent management modes and evolution about it, a full understanding of media advertising agency, on the basis, analyse the influence from media convergence on the media agents manage modes. According to this logic, the article explains media convergence, then analyzes the history of the media agency business modes and influence influence from media convergence on the media agents manage modes. According to those, the paper explores the kinds of media agent management and tries to build the new modes of it. Those are the two most important parts. In order to elaborate on it, the paper do the researches to verify some issues. Base on the cases, the paper analyses the changes of the media agent management in media convergence and the obstruction of it. In the end, this paper concludes that the combination of "intensive" and "value-added services" is new media agent management mode and makes the prospection on the development.This article refers to the media agent as an advertising service. Its subject is the advertising agency and it serves to Medias and bussiness. Its main characteristic is aimed to media serveice, selling the advertising time and page to bussiness. The media agent management modes experienced the birth period, the explore period and the development period. It concludes resouces-monopolized exclusive agent mode, bussiness-oriented cross media agent mode and cross-medias loose cooperation media agency mode. Media convergence influence the advertising carriers, idea, tactic, mode and combination and also influences the resource arrangemnet, managments strategy and operations modes, eventually influences the media agent management modes.In media convergence, the evelutions of the media agent management modes have two main points:evelution of the remaining modes and the new medias. As for the evelution of the remaining modes, there are cross medias combination bussiness modes, cross-area management modes, cross-group management modes. The new modes includes the management modes based on "intensive" and "value-added services". The paper studies the obstruction to the evolutions of the media agent management modes, basically it lies in medias, customers, mass, supervisors and agents. The paper analyses the influence of media convergence on the advertising, such as resource arrangemnet, managments strategy, combination approach, management development and proliferation of services, all those povide the support for influence of media convergence on media agents.Through empirical analysis, this paper argues that the" intensive" and" value-added services" business model will be the best mode in media convergence era. Because it is the deepening of the advertising carrier theory and the extension of the value-added conception. The main point of this is to launch the intensive communicaiton with customer, a comprehensive summary of the use of advertising carrier and value-added seevice.The study works on the advertising media agent management for the first time, it can be the pratical and theorical support for the following study and it promotes the developments of the advertising theory. The value also lies in help the media agents master the core of competitive advantages and try to find a developing path throgh summarizing the evelution of the advertising media agent management. The reseaches of the influence from media convergence on advertising help the marketing staff grasp the future and trends of adverting, understand the intensive management and value-added service. Makig a investigation and judge on the management expolre in media convergence era is of guiding significance.In general, media convergence era, advertising media agency is also going through a combination of differentiation process, this differentiation and combination is an attempt of the evelution of media agent management. Key words:media convergence media agent manangment modes intensive...