当前的益阳广告业,受沿海产业转移等多重因素影响,获得了长足的进步,同时也暴露出许多亟待解决的问题。为了更好的促进益阳广告业的发展,从外部环境来说,需要兼具战略整合能力和创意表现能力来突破瓶颈;从外部环境来说,广告业本身也亟待转型,包括公司的重新定位与本土化战略的实施。 The current Yiyang advertising industry has achieved considerable progress due to multiple factors such as the transfer of coastal industries, and it also exposed many problems to be solved. In order to better promote the development of Yiyang’s advertising industry, from the external environment, it is necessary to have both strategic integration capabilities and creative performance capabilities to break the bottleneck; from the external environment, the advertising industry itself also needs to be transformed, including the repositioning of the company. Localization strategy implementation.