Research On The Development Process Of Chinese Advertising Enterprises(1978-2016)

The growth of Chinese advertising enterprises and their process of collectivization are in line with China’s macro social background of "reform and opening up",and also adhere to advertising enterprises’ development concept of remaining committed to transformation and innovation in the unique market environment.Since Chinese advertising industry resumed its businesses in 1979,the growth of relevant enterprises and their process of collectivization have experienced significant development stages including specialization,marketization,internationalization and collectivization.The growth and development history of Chinese advertising enterprises has been an embodiment of Chinese social changes over the last four decades,and their process of collectivization has also revealed the logic relations that Chinese advertising industry is continuously developing and altering.Therefore,it is of theoretical and practical significance to study the above subject.By utilizing knowledge and theories relevant to disciplines such as communications,advertising,marketing and management,the thesis presents systematic clarification and outline of Chinese advertising enterprises’development process and history.In addition,at different historical stages and in distinct environments,problems confronting the enterprises during their scaling and collectivization processes are analyzed mainly from perspectives of institutional reform,technological progress,capital operation,audience needs and advertiser’s visions,so as to explore the development patterns of Chinese advertising enterprises at different stages of social development and in distinct market environments.The paper also conducts in-depth analysis on multiple subjects like significance and limitations of the professional development of advertising operation and management,development shifts from advertising firms to an industry,competition between Chinese advertising enterprises and international advertising groups,development paths of advertising enterprises and groups’ scaling up,and impacts and trends of the enterprises’collectivization.Paths and models of the enterprises’ collectivization are discussed from a focused angle of the development history of advertisement,giving priority to exploring problems faced by Chinese advertising enterprises during their collectivization processes,as well as relevant strategies and solutions.In terms of research methods,the thesis attaches importance to collecting and sorting out literature and industrial data related to the study,with focus on typical case studies on advertising enterprises in different periods.Focusing on interviews with excellent marketing executives and local person-in-charges of advertisement of over 20 enterprises,the paper aims to be informed of the new marketing demands and trends of respondents in a timely manner,discover drivers of the rapidly rising and outstanding local advertising enterprises and groups,and analyze the plight plaguing some small-and-medium-sized enterprises in inland provinces,thus providing the first-hand materials of basic paths and patterns of the enterprises’ growths and collectivization.The special environment.of Chinese advertising market determines the unique growth process and development model of the relevant enterprises’collectivization.Thus,the innovative practice of Chinese advertising enterprises has also added the fresh Chinese elements into the advertising collectivization of the world,provided wisdom and made contributions to the collectivization choices made by advertising enterprises around the world.First,Chinese advertising enterprises expand the international competition vision to establish the concept of global competition,and actively innovate development models by adhering to the collectivization that has Chinese characteristics and is in line with the national conditions,which resolves problems of the Chinese market with the Chinese ways and thoughts;second,Chinese advertising enterprises can make full use of policy dividends,integrate high quality resources in specific periods and forge new types of advertising enterprises and groups;third,duly seizing opportunities of the industrial transformation,the enterprises conduct trans-regional and cross-industrial cooperation and realize scientific management and standardized operation;fourth,the enterprises,adept in learning and bold in innovation,resolve the problems facing the collectivization with Chinese thoughts and wisdom,remain their abilities to be creative,and enhance their profitability and risk resistance when participating in international competition.The experience accumulated in the collectivization of Chinese advertising enterprises has become indispensable treasure of the enterprises’collectivization across the globe.The research is conducted for the purpose of providing constructive lessons for the sustainable development of Chinese advertising enterprises by a relatively complete outline of the basic development paths of the collectivization and exploration into its basic experience and pattern;at the same time,when participating in the international competition,Chinese advertising enterprises can be facilitated to continuously broaden their horizons and delve into connotations in such a way that they remain committed to the organizational management and innovation of the cultural building during the collectivization process and optimize strategies for the collectivization,thus offering new ideas and references for building and developing the new mainstream advertising groups in the context of new media.