Research On The Ad-Company Management Mode Under Media Convergence Circumstance

With the development of informational skill and internet skill, new medium as cell phone begins to meets people's information needs of anytime and anywhere. The converge of media content, media internet and media final changes people's media-contact habit and the requirement of the advertisement. People in the environment of media convergence don't like stiff ads, like ads broadcasted between teleplay and other terrific entertainment programs. People now begin to require the combination of ads and entertainment itself. They love participating in the ads and the relevant activities. The audience also wants to participate in the working process of the ads. They prospect the ads include the ideas and design of their-owns. They make the ads leisure and make the ads satisfy people's property use and information needs anytime and anywhere. Thus the ads is doom to change from the form, making channel, broad way, transmit way and the design ideas. Large quantity of media convergence produce increase the ads space, the different produce of media convergence reduce the ads space and the convergence characteristic of ads fuzzy the ads space. So the management of ads-company under media convergence environment has to be changed.The thesis is about to discuss the following three management mode which are classified from the profit way of the company, the cost leadership mode, the differentiation mode and the target focus mode. Firstly, the thesis depicts the media convergence affect the there modes. The effect on cost leadership from: ads cost composition, ads promulgation cost and ads trade-off cost. The effect on the product and service from: professional ads service, ads idea and making. The effect on the target audience from: the audience's media contact habit, the ads attainment, the audience's ads requirement. Then explain creatively the new management of ads-company. The cost leadership from: the use of media convergence group, the accurate broad, the new ads form, the new ads transmission. The differentiation mode from: the combination between media convergence system, the new ads program, the audience's ads design. The target focus mode from: small and scattered audience enlargement service, the gathering service of the media convergence group, special community service.The thesis discusses the cost leadership mode, the differentiation mode and the target focus mode. The three new management mode under the environment of media convergence is to provide the guide for the ads company.