身在服务行业,广告公司介于媒体与企业之间,以自己独特的专业优势起着中介的服务功能。从广告公司的发展来看,资源、专业、品牌,成为广告公司决胜市场的三大核心竞争力,中国广告业也经历了从资源核心到专业核心再到品牌核心的竞争与发展过程。随着中国广告业与世界广告业的接轨,随着广告业对外的全面开放,广告业的竞争将更加激烈,竞争主体的实力将出现“强者愈强,弱者愈弱”的马太效应,未来的竞争将不再是单项竞争力的较量,而是资源、专业与品牌优势的全面比拼。作 In the service industry, the advertising company is between the media and the enterprise, playing an intermediary service function with its own unique professional advantages. From the perspective of the development of advertising agencies, resources, professionalism and brand have become the three core competitive power of advertising companies to win the market. The advertising industry in China has also experienced the process of competition and development from the core of resources to the core of specialty and the core of the brand. As China’s advertising industry and the world’s advertising industry with the advent of the full liberalization of the advertising industry, the advertising industry will become more competitive, the strength of the main competition will be “strong stronger, the weaker the weaker” Matthew Effect, the future competition will no longer be a contest of individual competitiveness, but the full competition of resources, professional and brand advantages. Make