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经过改革开放20多年来的风风雨雨,中国广告行业的所有制结构有了很大的变化,一大批民营广告公司如雨后春笋般发展壮大起来。但和国际4A广告公司相比,我国民营广告公司大多显得势单力薄,而且底气不足。究其原因,除了我们发展时间短、管理落后、市场发育不完善等客观因素外,更主要的是广告企业对自己的经营规模和经营方向盲目求全、求大、以全求大,忽视市场的深度发展和对客户的深层服务。如何克服弊端、解决矛盾,使我国民营广告公司健康快速发展,我认为:首先要确立广告公司是企业,必须按照企业规律来办的观念。本土广告公司,特别是民营广告公司,必须要重新认识自我,准确定位,确立企业经营和发展战略,应先做强做好专业,再讨论做全、做大。一、企业的经营模式定位,是走“小而全”之路,还是走“大而专”的“小巨人”之路?我国民营广告公司大多是热爱广告事业的专业人士靠自
After more than 20 years of reform and opening up, the ownership structure of China’s advertising industry has undergone great changes. A large number of private advertising companies have mushroomed. However, compared with the international 4A advertising companies, most of our private advertising companies appear weak and lackluster. The reason is that apart from our objective factors of short development time, backward management and imperfect market development, the more important thing is that advertisers blindly seek for their own scale of operation and business direction, seek greater benefits and neglect the market Depth of development and deep customer service. How to overcome the shortcomings, solve conflicts and make our country’s private advertising companies grow healthily and rapidly, I think: First of all, we must establish the advertising company is the enterprise, must follow the business rules to do the concept. Local advertising companies, especially private advertising companies, must re-understand themselves, accurately locate and establish their own business and development strategies. They should do their best professionally before discussing them. First, the business model positioning is to go “small but all ” road, or go “big and specialized ” “small giants ” way? Most of our private advertising company is a professional love advertising career People rely on