Study On The Impacts On The Industrial Competitiveness Of Native Advertising Industry By TNCs' M&A

Along with the completely opening to foreign capital in advertising industry, the trends of the TNCs'M&A to native ad agencies brought much attention these years. In order to find the impacts of this trend on the whole industry in China, this thesis put the advertising business in macro market background, analyzing the change the whole advertising industry undergoing under the trends of TNCs'M&A, and built the analyzing framework with industry economics theories on TNCs'M&A. On the cross field of the two subjects, the thesis discussed the issue in the aspects of industry structure, enterprise management, market structure and specialty competence. From the study, it's revealed that the TNCs'M&A accelerated the upgrade of industry structure, and it's also an important approach to the progress of management in our ad agencies. The overspread of foreign capital has simulated the forming of economics of scale, while at the same time, it has resulted in tough competition environment to native ad agencies. What's more, the creative and executive competences of 4A agencies broaden the horizon of the native ad agencies, while some exploring is still required to fit in China consumer insights. Reviewed all the impacts, the thesis proposed some reflects and suggestions to the progress of ad industry in China from government regulation level.