The Research On The Cultivation Of Core Competitiveness Of Advertising Industry In Hunan Province Under The New Economic Norm

With the rapid development of Hunan as a whole and the rise of the media industry,Hunan’s advertising industry has experienced more than 10 years of high growth rate of development,completed a "quantity" of the accumulation.In 2014,China’s society began to enter the "new economic normal" period.Advertising industry and economic macroeconomic linkage effect is obvious.How Hunan advertising industry to seize this historical opportunity to enhance their core competitiveness,to achieve "quality" has a strong research value.Through the analysis of the connotation of the core competitiveness of the advertising industry,this paper analyzes the status quo of advertising industry in Hunan from two latitudes of core resources and core competencies:Hunan advertising industry has rich media resources,and broadcasting media is the superior resources.Customer resources are mainly food and real estate business and well-known enterprises in Hunan Province are core customer resources;talent structure is chaotic and low demanded,but the reserve talent is abundant;low capital industry development model,capital value awareness and financing capacity is low;Innovation is relatively weak;in the technical level of the largest present situation is widely used in technological achievements but in the primary state,the lack of independent innovation technology and platform;advertising company’s own brand building to be strengthened,Hunan advertising industry as a whole brand is not highlighted.This paper analyzes the historical background,connotation and characteristics of the new economic normal state,and puts forward the core competitiveness of Hunan’s advertising industry from three aspects:growth shift,structural adjustment and power conversion.Nurture opportunities and challenges.At the end of this paper,the paper puts forward the path and concrete measures of cultivating the core competitiveness of Hunan advertising industry.In the advertising industry in Hunan Province on the basis of the advantages of resources to cultivate the core competitiveness of the path includes formation of large-scale advertising media group based on the strong media and derivative of professional areas of advertising companies based on the strong advertisers.As a supplement to the training path,specific measures are same from the core resources and core competencies,mainly including the advantages of resources within the province,improving the advertising talent mechanism,cracking advertising financing bottlenecks,optimizing innovation and creative ecology,introducing high-tech advertising technology,building the industry as a whole brand.