论文部分内容阅读
值中国广告业发展30年之际,2009年所处的环境和形势是前所未有的。我们在过去30年的历史中可以得出各种各样的经验和概括,但是对于中国的企业和中国的广告业而言,虽然经历过1997年的亚洲金融危机,但是却缺乏国外企业的经验。在危机情势下如何搞好经营,是我们30年当中从未遇到的崭新课题。在金融危机下,我们看到了全球市场的萎缩、中国出口贸易的受挫、中国老百姓消费信心的不足。事实是否如此,市场是不是像我们所判断的那样处于一种低迷状态呢?至少从目前来讲,我认为部分媒体夸大了经济危机带给我们的负面影响,而对于它带给我们的机遇性因素估计不足。我们是不会因为经济危机的到来而在吃饭时少加一点油盐酱醋的。大家往往没有留意到消费生活中的一些不便因素,而仍然维持、支持、支撑这个市场。大家看到的更多是在经济危机面前已经存在问题的一些市场面的坍塌,但这不是全部。无论是经济繁荣,还是经济危机,我们的企业都面临经营的压力。在经营压力面前,我们是顺势淘汰还是逆势飞扬,这取决于我们的团队,更取决于团队的领军人物对市场大势的判断。作为广告人,尤其作为中国广告三大主体的领军人物,应找能够把握自己的判断。唯有判断正确,才能沿着正确的方向带领我们的团队在经济不景气的状态下寻找生存之地。
On the occasion of 30 years of development of the Chinese advertising industry, the environment and situation in 2009 are unprecedented. We have drawn a great deal of experience and summaries over the past 30 years, but for Chinese companies and China’s advertising industry, despite the Asian financial crisis of 1997, they lacked the experience of foreign companies . How to do a good job in crisis situations is a brand new task that we have never encountered in 30 years. In the financial crisis, we have seen the shrinkage of the global market, the setback in China’s export trade and the lack of consumer confidence among the Chinese people. Is it true that the market is not in a downturn as we have judged? At least for now, I think some of the media exaggerate the negative impact that the economic crisis has brought us, and for the opportunistic factors it brings to us Estimated. We will not eat less salt, butter and vinegar when we eat because of the economic crisis. We often fail to notice some inconveniences in consumer life and still maintain, support and support this market. What everybody saw was more the collapse of some markets that already existed in the face of the economic crisis, but this was not all. Whether it is economic prosperity, or economic crisis, our business is under pressure to operate. In the face of operating pressure, we are homeopathic or contrarian flying, depending on our team, but also depends on the leader of the team to judge the market trend. As advertisers, especially as the leader of the three major subjects of Chinese advertising, should be able to find their own judgments. Only in the right way can we lead our team in the right direction to find a place to survive in an economic downturn.