The Transformation Research About Usiness-model Of Advertising Agency

At present, the world’feature is economic-globalization, information-number,fragment-consumes, the enterprises are under way of theoretical innovation ofmanag-ement and marketing, advertising market and advertisement industry chai-nis present a new characteristics and status. The advertising agency needs to h-old tight the opportunity that the industry transformation brings, studying andelevating the professional service ability that meet new market environment anddissemination environment need. At the same time, the advertising agency ur-gently need to carry on the innovation transformation in time of business mode-ls, which is the demand that should compete pressure to the environment fluct-uation and the exterior, and the magic weapon that solves management proble-m in the inner part. Then the advertising agency can break the bottleneck ofadvertising industry to be out of balance and continuously promote to conductr-esults and competitive advantage.This research tries to analyzing the main contents and system characteristic of business model’s dynamic state transformation of the advertising agency, st-udying how business-model-transformation of contemporary advertising agencyc-an promoting company’s advantage.Therefore, the full text made sure to accor-ding to innovatory angle of view of business-model. The research frame offull text expands according to the way which is"the transformation background--hist-ory--contemporary characteristic--trend". But in the research of different busin-ess model piece transformation part, the text launches a research along thelog-ic way of thinking of "impact factor one business model innovate one company competitive advantage".Firstly, according to the system view, the paper constructs the contents-struc-ture and constitute-factor of advertising agency business model the first time;put forward the direction and contents frame of advertising agency business mo-del innovation and transform further; subsequently, based in the the inside logi-c of the customer worth creation of advertising agency, reseach history appe ar-ance, transform characteristics and core driving force about advertising agency business model; analysize the core driving force which advertising agency depe-nds on to carry on business model contemporary transformation.Secondly, the r-eseach discuss respectively the transformation characteristic and trend of differ-ent business model innovation mold piece, which include the core contentsof mold piece innovation, the strategic direction dissimilarity cent factor of theco-mbination innovate etc, and the relation and the mechanism of the functionof these innovation with promotion of the company advantage position.The resear-ch is combined with the management fulfillment of different type advertising agency.Thirdly, the newly arisen number advertising industry value network just form in quickly. So, this text particularly studied the proble of which number advertising agency turn a strategy transformation, and argue fully that oneof the important powers of currently transformation of core strategy is cateringon the new medium environment and advertisement lord service need. Then, the text comb a related industry chain and constitute development grain, function g-rain and business model of each platform of unit; The strategic importantpoin-t, business model that the synopsis tallied up to advertise an industry number to turn to transform innovates of strategy principle.The research thinks that the inside logic that the advertising agency custo-mer-worth-creation is: medium political satellite--independent agent--the compreh-ensive type professional service--the integration marketing communicatio service with consumer-leading--the number-turn integration spread service with life-leading. The core driving force of the transformation of advertising agency histor-y business model, experienced a variety process which is from the outer mark-et-push to inner resources-drive,then to new outer consumer and market-drive.The content-frame of transformation is that according to the main managementreality of which current advertising agency have to face to, with predominanc-e core strategy innovation, carry on three transformation directions one by onewhich include number-turn strategic transformation and integrate strategy, andstrategic resources and value network extend. Business model and it is creation, should become a sort of new relying w-hich advertising agency depond on to maintenance profession division of labou-r position, acquire the core competencies、management results and competitiveadvantage. For the first time, the text built up a kind of middle-view advertisi-ng agency strategic analysis unit, and an analytical frame of company competit-ion strategy from the angle of view of business model, which contribute us tocontrol the development trend of advertising agency competition accurately onthe new economic environment and competition condition and which undoubte-dly will help to promote the development of thought of the advertising agency strategy managment. So, the text have stronger theory value and realistic mea-ning. Further, the research of advertising agency business model contemporaryt-ransformation, is a lucubrate and a systematical reseach, because it builds ont-he foundation of creative management theory, and bases on the systimaticalco-nstruction of business models and overall understand to innovattion driving-for-ce and contents. Its innovation is been placed in two place, which one is that research angle of view is a dynamic state, integrated analytical frame; whicht-wo is carry on a comprehensive research to the structure dimension of contents of business model innovate with mold-piece theory.