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我比较关心广告公司在变化的传播环境中如何通过组织变革保持其持续旺盛的生命力。我相信广告业的生存和发展取决于对广告的重新有效定义,以及随之而来的广告公司通过组织结构重组运行新的业务模式。从这两本书对广告业态的描绘出发,我将讨论广告公司对创意和媒介策略的重新定义,以及将其作为核心竞争力和延伸竞争力所进行的纵向和横向整合,从而能够面对新的挑战,在新营销环境中应变发展。
I am more concerned with how advertising agencies maintain their continued vitality through organizational change in a changing communications environment. I believe the survival and development of the advertising industry depends on the redefinition of advertising, and the consequent presence of advertising companies running new business models through organizational restructuring. Starting from these two book descriptions of the advertising landscape, I will discuss the redefinition of creative and media strategies by advertising agencies as well as their vertical and horizontal integration as a core competency and an extension of their competencies so that they can face new The challenge of development in the new marketing environment.