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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