Research On Grouplisation Of China Advertising Industry

There is still scattered and weak condition in China's advertising industry after many years development. Local professional advertising companies are not enough professional and lack the core competitive advantage. Multinational advertising group dive in and expand in China after China's accession to the World Trade Organization. In the impact of foreign advertising companies, to participating in international competition, local advertising companies must follow the grouplisation road, seek their own development, competition with foreign advertising companies with advanced management, market-oriented business philosophy and abundant funds. How local advertising companies can be bigger and stronger has been very important advertising research topic.In this paper, content analysis,interviews,data collection methodologies are taken to make thinking and demonstration to the China advertising groups. From the state of local advertising company,change of China's advertising environment, international competition, the paper analyses the China's advertising industry group necessity , demonstrate that only through cooperation, setting up advertising group can local advertising industry rely on comprehensive strength,realize complementary advantages, reduce operating costs,enhance core competitiveness, can not be knocked out by cross-border advertising companies and groups, can promote China's advertising market to develop to more professional and international-oriented, improve China's advertising industry's overall service level, provide the all directions communication Services. Then the paper analyses the China's advertising industry grouplisation feasibility from the ad industry development space, large accumulation of advertising professionals, trade associations highlight role. With China's advertising market complex background, explore the three modes of advertising group operation: business complementary and cooperation group, advertising group commanded by strong media, integrated media resource-based advertising group. Some experts and scholars have referred to these models in their respective research, but most are simple. There has been no specific proof to these pattern. In this paper, there is a preliminary study of the composition as well as advantages and disadvantages of such models. Some experts and scholars referred to these models in their respective research, but so far no specific demonstration. In this paper, the composition of such models as well as the respective advantages and disadvantages of a preliminary study. Chapter IV analyses the strategies which can ensure China's advertising industry grouplisation steadily carry out: strengthening the capital,focusing on diversification,consolidating the advertising professional basiss,nurture company's core competitiveness,with the power of government to promote industry grouplisation process.This article make the preliminary study of China's advertising industry grouplisation, aimed at finding suitable development mode and path for China's advertising industry groups and hope that through this study can provide some reference to the development of China's advertising.