中国本土广告公司经营的问题与对策

中国本土广告公司经营的问题与对策

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时间:2019-09-05

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1、中国本土广告公司经营的问题与对策In2004,China'sadvertisingbusinessexceeded120billionyuan,andChina,sadvertisingindustryshowedastrongmomentumofdevelopment・ThisdataforChineseadvertisingcompaniesandmedia,itisundoubtedlyextraordinarysignificanee.In2005,withChinafurtherintegrationintotheinternatiorialmarket,somel

2、argemultinationalcompaniesandmediagrouphaveenteredtheChinesethishugepotentialmarket,theadvertisingmarketscale,advertisingturnoverincreased,bringnewopportunitiesfortheadvertisingindustry.Atthesametime,somelargetransnationaladvertisingcompaniesandmediabuyingcompanieshaveposedagreatthreattoChi

3、na'slocaladvertisingcompaniesduetotheiradvantagesincapital,technology,talentandmanagement.InChina,wewillwaitandseewhowillbethedominantforceintheadvertisingindustry,multinationaladvertisingcompanies,orlocaladvertisingcompanies・Thepurposeofthispaperistolookintothemainproblemsexistingintheoper

4、ationoflocaladvertisingcompanies,thechallengesfacedandthecountermeasures,soastoprovidesomestrategicthinkingforthedevelopmentoflocaladvertisingcompanies・First,thelivingenvironmentoflocaladvertisingcompanies1,externalshocks(1)foreignadvertisingcompaniesbyvirtueofitscapital,technology,talentan

5、dmanagementadvantages,theformationofencirclementoflocaladvertisingcompanies.In1986,theUnitedStates?young&RubicamcompaniesandChinaInternationalAdvertisingCorpestablishedthefirstjoint-ventureChineseadvertisingcompany-YangAdvertisingCo.ltd..After20yearsofdevelopment,multinationaladvertisingcom

6、panieshavegainedalotofstrength・Amongthetoptenadvertisingcompaniesin2003,localadvertisingenterprisesaccountedforonlytwo,andtheirturnoverwaslessthanhalfoftheturnoverofthetoprankedcompanies・Atpresent,somelargemultinationaladvertisingcompanieshavedevelopedplansforexpansionintheChinesemarket・Iti

7、sreportedthatthegroupundertheNikongroupTBWAhasbeenplannedbytheendof2005,aChinacanceltherestrictionontheproportionofinvestmentwillimmediatelysetupasubsidiarycompany;JapanDentsuwillcontinuetoincreaseinvestment,togreaterscopeforcustomerresources・Alargenumbe

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