A Study On The Strategies Of World Five Advertising Giants In China

In this globalization and capitalization world, the world five advertising giants——WPP, Omnicom, Inter Public, Publicis Group, and Dentsu has formed after their development of decades of years. As the newly emerged, but fastly developed advertising market, China is certainly one of the main market they raise money to. In fact, ever since the eighties of the 20th century, the world five advertising giants has already entered the Chinese mainland.This thesis begins with the study of the emerging of the five giants in China,trying to discuss their successful local strategies, while discussing the deep influence on Chinese advertising.The strategies of five advertising giants consists of capital advertising strategy,market running strategy,business developing strategy,managerial mechanism strategy and local cultural strategy. The five giants has emerged on Chinese mainland ever since the beginning the market economy. With the capital operating strategies of combination, exclusive investment and merging, the five giants has gradually enhanced their investment in China. Taking the metropolis as the breakthrough, they provide services for the international companies as well as local companies. Through the optimization of the leading business species, they achieved a transformation from regarding the business turnover as the centre to the sustained gains. As for the strategy of management mechanism,the five giants stick on the principal of people-oriented strategy, realizing the management localization through talented localization, and has also successfully achieved the localization of the companies'culture through the deep understanding of Chinese culture.Because of the gradually maturation of the Chinese market, as well as the influence of international advertising industry, Chinese advertising industry has developed toward the formalization and ordering. At present, the Chinese market has already entered the brand competitive stage. This will provide more opportunities for the local advertising industry, and the collectivization development will be the future tendency of the advertising industry in our country.