Evolution Of Advertising Company Business Model Under The New Media Environment

With the development of Internet technology, a variety of new media technologies continue to emerge, especially the big data, mobile Internet technology tear the existing pattern of spread of ecological and public opinion with raped style. Versatility and low cost characteristics of digital technology makes advertising to achieve large-scale production so as to continuously expand the ad space, the media types make the advertising media mix innovation increasingly complex and optimization, to meet the needs of differentiated audience by personalized information. Advertising company has been at the forefront of the market, dramatic changes in the media environment, the advertising company’s business model will have innovation in follow.This article divides the business model only way to companies realizes the different value, cost leadership business mode, differentiation business model and target concentration business mode. Focus on the impact of new media operating advertising company’s three modes; For the impact of advertising costs to be analyzed from the advertising cost structure, as well as the cost of publishing three transactions; In terms of differentiation business model, changing the concept elaborated from the diversification of forms of advertising, the production of advertising, media and advertising on a combination of. Gathering on the target business model, new media information from audience’s media habits, audience advertising literacy promotion and audience personalization demand detailed study. Analysis of the new media environment, the advertising company reform in three business model. Under the overall cost leadership model, the changes are mainly reflected in the precision of advertising, advertising in the form of diversification, the whole network of advertising communication; in differentiation business model, the changes are mainly reflected in the birth of a new advertising programs, innovative advertising service processes, open advertising scale customized services; In t target concentration business mode, the changes are mainly reflected in providing services to scattered small-scale customer service and provide integrated services to gather specific virtual communities. And changes in the market environment for the existing media, summarize existing deficiencies on advertising business model, that “delicacy management + extension of value-added services" business model. Hope to provide some reference, when advertising company managers face to the media under the new development trend.