Research The Growth Path Of China Advertising Agency

After the reform and opening up China’s advertising industry usher in the spring,。 China learn from an "independent industrial development model in the context of free competition in Europe and the United States, but the imbalances in the initial advertising market are" strong customers, strong medium and weak advertising", without any protection, the local advertising companies squeezed by the customers and the media. With the increasing number of local advertising companies and practitioners, local advertising companies obviously showing highly fragmented and highly weak situation, while advertising agency system in actual operation to circumvent useless, local advertising companies in China’s future is worrying.In2001China’s advertising industry went to the full liberalization. In the end of2003advertising companies in China allow foreign holding. At the end of2005, foreign advertising companies to enter the Chinese form of wholly foreign-owned. With strong capital strength, scientific management system, the perfect mode of operation multinational advertising group encroach China’s advertising market. Face of the fierce competition of the multinational advertising group, how local advertising companies deal with? In the advertising industry development status of China’s reality, Now that the choice of European and American models suitable for China? how China’s advertising industry find a breakthrough?Faced with fierce competition from multinational advertising group, the natural connection of the Lord our unique media properties, as well as China’s advertising is that foreign investment can not be occupied. Local advertising companies in China can fully take advantage of this possession of the advertising resources. Advertisers as advertising industry chain, an important part of the advertising market, local advertising companies in China and China’s large-scale enterprise integration is one of the direction of development of our local advertising company.This article first rely on corporate advertising companies to define, summarized the overview of international development. Careful analysis followed by South Korea’s Cheil, from the mode of operation of the enterprise management and to develop core competitiveness point of view to pay the highlights summarized the success of Cheil. Combined with China’s economic environment, the status of large enterprises, advertising system, the development of local advertising companies, analysis relying on the advertising company in China to take the necessity of relying on enterprise-type road. Finally, according to the advertising company in China and large enterprises with South Korea at the similarities and differences, pointed out that the advertising company in China to take the unique point of relying on corporate road, and then outlines the development path of our country rely on corporate advertising agency points of development, and various environmental factors.China’s local advertising companies become bigger and stronger, you first need to improve their service capabilities, expand their business scope, integrating the content of the chain to provide a full range of services for advertisers. Second, we must cultivate the core competitiveness of enterprises, irreplaceable competitive advantages to win customers, establish a brand of local advertising companies in China, to seek integration with our large group. Finally, in the management adhere to the export-oriented path of development and management, actively recruit non-relying on the enterprise customer resources, to strengthen the company’s internal competition mechanism, adhere to the diversified development, marketing communications at any time insight into the trends, the use of large capital The scale of development, driven by China’s advertising industry has expanded rapidly.Advertising company in China to walk the road of relying on corporate interim measures for the actual situation of the moment is the degree of concentration in order to change the current questions of local advertising companies.Until the local advertising companies grow up and have equal right to speak, then return to the advertising agency system development track.