在传统媒体不断被解构,数字媒体不断兴起的今天,广告与传播行业将会呈现两种趋势:在整合中细分和在细分中整合。在整合中细分是指大的国际及国内传播集团顺应客户需求通过并购不同类型的公司,整合成更大范围的传播集团,但在同一集团下更强调细分公司的专业性;在细分中整合,是很多不同的中小公司各自专注于自己的专业,为了共同服务客户而利益共享,不同分工。在这样的大背景下,传播业内不同类型的公司如公关、广告、数字、 As traditional media continues to be deconstructed and digital media continues to emerge, the advertising and communications industry presents two trends: segmenting in consolidation and segmenting segments. Subdivision in consolidation means that major international and domestic mass media groups conform to their needs by acquiring different types of companies and integrating them into a wider range of mass media groups. However, under the same group, the subdivision of a company is more emphasized. In the integration, many different small and medium-sized companies each focus on their own professional, in order to serve customers and benefit sharing, different division of labor. In this context, the dissemination of different types of companies in the industry such as public relations, advertising, numbers,