Research On The Agency Mechanism And Optimization Of Advertising Media From The Perspective Of Media Ecology

In July,1993,China introduced the advertising agency system in accordance with the form of administrative regulations to help our advertising industry have clear standards of implementation methods.In the past 30 years,the advertising agency industry has been divided into two main directions: creative advertising agency and advertising media agency.The changing media ecological environment has changed the internal and external ecological environment of advertising media agency.The advertising agency system introduced from Europe and America is no longer applicable to the advertising agency industry under the change.Therefore,the advertising agency system introduced from Europe and America is no longer applicable to the advertising agency industry under the change Background it is necessary to explore the transformation and optimization of advertising media agency mode.This paper takes advertising media agency as the main research object,takes the media ecology theory as the research perspective and research framework,and chooses three methods: literature research,case analysis and interview.Firstly,the paper analyzes the ecological environment outside the advertising media agency,which is the influence of political,economic,technical and cultural environment on the change of advertising media agency.Secondly,the paper analyzes the ecological environment of advertising media agency,and analyzes the internal ecological change of advertising media agency from two perspectives: inter species relationship and relationship by using the population theory in media ecology theory.Finally,according to the above analysis,the paper optimizes the internal and external ecological environment of advertising media agency.Firstly,in the aspect of external ecological environment,the political environment should strengthen the support for the advertising agency industry in the national policy,and constantly improve the specific regulations on advertising agency in terms of laws and regulations;the technical environment should be deeply integrated,and the number of technology brought by technology should be avoided According to the problems of fraud,the economic environment should allocate resources reasonably and strengthen investment,and finally,the optimization of cultural environment should adhere to the business standard and social responsibility.There are three aspects in the optimization of the environment in the advertising media agency media.The optimization of the main advertising population is reflected in the deep cultivation of the long tail field.The optimization of the advertising media population is reflected in the transformation from the division of work and cooperation to the multi integration,and the optimization of the advertising audience population should be accurately subdivided.Finally,the optimization of advertising media agent itself is reflected in the first building of its own unique professionalism,then simplifying the agent process and cost,and finally building a vertical data platform.Through the analysis and optimization of the internal and external environment of advertising media agency,it can provide some reference for the good development of advertising media agency industry.