A Research On The Merge And Acquisition Of Digital Marketing Communication From The Ecology Viewpoint

The digital communication technology,represented by the Internet,was born and applied to the field of advertising.The advertising industry attached to the traditional media has been gradually broken.The advertising industry in China has entered a dynamic ecological environment,and the advertising industry is turning to digital.In such a rapidly changing advertising environment,a number of digital marketing communication mergers and acquisitions have appeared in China's advertising industry,which has attracted wide attention both inside and outside the industry.In order to investigate the impact of this trend on China's advertising industry,this study draws on the ecosystem theory of ecology,trying to explore the merger and acquisition of digital marketing communication from the perspective of ecology.At first,the paper describes the current situation of M&A in the field of digital marketing communication.Secondly,from the internal and external environment changes of the advertising industry to explore the causes of the merger and acquisition tide in the field of digital marketing communication.Then,starting from the hierarchy theory of ecosystem,it analyzes the change and influence brought by M&A in the field of digital marketing communication from the three perspectives of macro,meso and micro.Finally,this paper makes a rational thinking and Analysis on the problems arising in the M&A in the field of digital marketing communication at the present stage.And in view of the ecological perspective,the corresponding countermeasures and suggestions are put forward in view of these problems,in order to provide some reference for other capital mergers and acquisitions.