论文部分内容阅读
在最近的采访中,听到一些中国本土广告公司的负责人提及,很多中国企业瞧不起本土广告公司,中国企业的发展并没有带动本土广告公司的发展。这个观点引发了同事们的思考和讨论。大家反映,这的确是广告行业普遍存在的一种现象,很多有实力的中国企业更愿意选择国际4A公司帮助自己建立品牌,有了强大的客户支持和丰厚的利润,那些国际4A公司自然活得风风光光;而大量本土广告公司由于业务量少、利润率低,处境并不如意,甚至在生与死的边缘苦苦挣扎。
In a recent interview, I heard some executives from local Chinese advertising companies mention that many Chinese companies look down upon local advertising companies. The development of Chinese enterprises has not driven the development of local advertising companies. This view triggered the thinking and discussion of colleagues. Everyone reflects that this is indeed a common phenomenon in the advertising industry. Many powerful Chinese enterprises are more willing to choose international 4A companies to help themselves build their brands. With strong customer support and huge profits, those international 4A companies naturally live Windy scenery; and a large number of local advertising companies due to the business volume, low profit margins, the situation is not satisfactory, and even struggling on the brink of life and death.