The Research On The Development Model Of Advertising Agency Under Micro-media Environment

1979saw the new beginning of China’s advertisement and the past35years wasthe boom year for China’s advertisement. On the other hand, with China’s rapideconomic development, the emerging of the new media, advertising and marketingpattern have changed dramatically. It’s challengeable for the advertising agency toface the changes of the micro-media environment.This paper aims to analyze the power structure and the development model ofChina’s advertising agency by the method of surveys, documentary research andinterviews. Micro-media had rapidly changed human propagation environment andhas brought great opportunities to advertising agency, while it also brings manychallenges. First, the paper proceeds from the dynamic mechanism of the advertisingagency’s development, the analysis of internal and external dynamic mechanism, thenthe stage of advertising agency’s trends and summarizes the advertising agencyshould face the micro media environment’s opportunities and threats in a creativeway.The paper suggests four development models for the micro-media agency. Toconstruct the unique brand, the advertising agency should strengthen itself from thepersonnel training system, internal workflow and standardized management,organizational structure, the advantage of the advertising resource in the industrialpark.