Research On The Transformation Strategy Of Advertising Agency Companies Under The Background Of Media Convergence

The development of new media is advancing rapidly,and new media has replaced traditional media as the dominant force in the media industry.Traditional media is facing challenges with declining circulation,decreased advertising revenue,and loss of readership,resulting in new media taking over the majority of the market.Therefore,traditional print media advertising agencies should keep up with the pace of the times,enhance their media portfolio and promotion strategy,fully integrate traditional print media advertising,online media advertising,and other forms of media placement,leverage strengths and avoid weaknesses,and find a development path with their own characteristics.Based on the basic theory of the corporate transformation strategy of paper media advertising agency companies in traditional media advertising,the paper analyzes the status quo of traditional advertising territories and the floor plan of H advertising company,and introduces the impact of integration on H advertising company.Based on this,it is summarized in the theoretical overview of H advertising company’s transformation strategy selection,and from the organizational structure characteristics after H advertising company’s transformation,constructs including financial status and market situation as first-level indicators,,customer conversion rate,new customers After the strategic transformation of the full-dimensional index system with acquisition ability,advertising revenue,and growth ability as the secondary indicators,the market level and the financial level respectively evaluate the strategic transformation results of H advertising company.In terms of market strategy,organizational strategy,talent strategy and other aspects of development,it puts forward the guarantee countermeasures after the strategic transformation.This research is a reflection on the development of traditional media enterprises in the current Internet context,and the research findings can provide theoretical and practical guidance for the strategic transformation and development of traditional media enterprises.