Research On The Context Of Media Integration About Cultivation Of Advertising Industry's Core Competitiveness

With the Internet and the rapid development of digital technology, the current media industry has entered a media co-exist and integration stage. Variety of traditional media digital media platforms begin to expand their market share. In the process, there are both competition and co-operate. Relying on the media industry as the vector integration in the media advertising industry is also faced with the context of industry competition, the competition in both the advertising industry from abroad, but also from other industries. Compared with foreign advertising industry, the core competitiveness in advertising industry is weak. Therefore, cultivating a core of Chinese advertising industry competitiveness in the international environment in order to gradually form a long-term and sustainable competitive advantage, China's advertising industry is facing an important issue.Core competitiveness of China's advertising industry, the weak status of the media not only threaten the survival of our country, making difficult the formation of our national brand, at a deeper level, but also affect social harmony and stability. This paper analyzes the core competitiveness of China's advertising industry, the status of core competitiveness of China's advertising industry, the problems, causes and weak impact of core competitiveness. Advertising industry is the "creative industries", one of the characteristics of creative industries is the ability to achieve non-linear leaps and bounds, that the advertising industry can make use of the advantage and achieve extraordinary development. Currently serves as an advertising medium for integration of enhancing the competitiveness of the industrial core of the opportunities provided, of course, challenges. We must seize this opportunity for the media to foster integration of China's advertising industry's core competitiveness, and enhance core competitiveness of the advertising industry. Seize the media to foster integration of core competitiveness of China's advertising industry, the opportunities, this article suggested that cultivating core competitiveness of the advertising industry's trategy, grouping strategy, specialization strategy, diversification strategy. Lastly, the implementation of the strategy is to create socio-economic environment through the formation team of management personnel, increase innovation and industry awareness, and forming a special industry, nurturing the development of changes in technology, business management needs of differentiation. Advertising industry's core competitive ability is ever complete, this paper's core competence elements are only a summary based on existing research results. Therefore, the theoretical basis of the existing core competence building system will also not perfect, but this article to attempt to cultivate the core competitiveness of China's advertising industry measures, and for its use.