The Ttransformation Of China's Advertising Iindustry In New Media Environment

Now, with the increasing of market competition, especially after China's accession to WTO, with the entry of foreign enterprises, both for China's economic development opportunities, but also exacerbated the intensity of competition in the market. In this case,"Innovation and Development"as the majority of enterprises, media organizations and advertising agencies to seek survival and development is a major problem. So, now these companies in the"Innovation and Development"on those initiatives have been taken, what kind of results achieved, there is less than what China should and how to correct, etc., these are the majority of scholars, industry practitioners need to considerate important issue. Therefore, this study new media environment, the transformation of China's advertising industry, " a study entitled, in general terms, the contents include the following:First of all, the article first part is on the basis of national conditions in our country, that the advertising industry in China not only has a range of features of the advertising industry, but also economics and the special political circumstances brought about by the unique characteristics. In this case, the structure of China's advertising industry changes, including both micro structure of advertising research,advertising planning,advertising creative and production, advertising media and the effect of research and other industrial fields, but also including macro advertisers structure, advertising agencies, advertising media and the effect of research and so subject to the basic situation of China's advertising industry has comprehensive understanding.Secondly, China's advertising industry restructuring is the result of many factors, these factors include the rapid development of the socio-economic, marketing, and management awareness of the escalation of the emerging new media and the integration of old and new media, consumer groups breakdown of foreign advertising companies on the involvement of local advertising companies and so on, which is one of the focus of this analysis, which is below the analysis of the advertising industry turned to lay the groundwork.In addition, the paper analyzes the four dimensions of a comprehensive transformation of the status of advertising industry. Advertising technical aspects of the application of new technologies, including advertising, advertising new media applications and advertising professionals in training and applications. The transformation of advertising, including advertising the conceptual level Shift from the creative implementation of the overall planning, advertising agencies to enhance the concept of ecological communication, advertising, industrial property from the service changes to the information industry, etc.Advertising and marketing communication model including the transformation of marketing models to AISAS AIDMA marketing model transformation, integration The continuous improvement of marketing communication concepts, advertising trend of growing, increasingly diverse forms of advertising software, advertising of a growing trend focus of communication. Transformation of the organizational structure of advertising agencies, including the continual emergence of professional advertising companies, the emergence of private media advertising company,joint venture advertising agency after another,the advertising industry cluster development trends and new media advertising department within the company and the creation of digital platform.Finally, analysis of the content of the above, we can find, the transition process of the advertising industry is also showing a number of shortcomings, such as the professional level to be improved,the slow development of the advertising industry,the scale effect of large foreign media groups and advertising companies in China Over into the local advertising industry and so on. Solving these problems, the last part of this paper has made some suggestions and improvements measures, including part of the government to do the macro guidance and supervision, advertisers and advertising agencies to establish the concept of mutual trust, "economies of scale" benefits and "economies of scope" effect to the coordinated development of local advertising companies in China to enhance their global vision and operational level, to strengthen the new media marketing model,marketing,development and utilization in the hope that China's advertising industry is in transition toward a healthy direction to .China's advertising industry forward in the exploration, despite the pressure of internal and external competitive environment, encountered many frustrations, but in the long run, as long as we are able to grasp the characteristics of China's advertising industry, with its local advantages in the government sector planning and guidance, these pressures in fact for the advertising industry in China provides a rapid development. Forward in the face of adversity, to survive in the competition, China's advertising industry this is the fundamental way bigger and stronger.