Discussion On Chinese Advertising Group Mode

China advertising has been developing rapidly and has made considerableprogress since the reinforcement of the reform and opening-up policy. However, thedevelopment of it is mainly in quantity instead of quality. Most of the smalladvertising companies operate their own business. They have launched malignantcompetition among one another, while their research and development ability is quiteweak. It is difficult for them to offer high-quality service for the enterprises. Nomatter in the scale of the companies, the intellectual faculty, the professional skills orthe capital of the companies, the enterprises in China is incomparable with the foreigncounterparts.According to the promises China made before its entry to WTO, foreigncompanies could have the holding fights in Chinese joint-venture advertisingcompanies after December 10, 2003; the restriction that foreign companies mustestablish the cooperate companies with the Chinese counterparts if they wanted todevelop business in Chinese advertising market would be canceled, and foreign fully-invested companies were allowed to enter the Chinese market after December 10,2005. This means that foreign advertising enterprises and multi-national advertisingcorporations would have better development in Chinese market. Under the trend ofeconomic globalization, the advertising companies at home are faced with greatcompetition from foreign advertising groups, from the native ones who reduce thecost to improve their competitive capacity, and from the grouping companies. Theproblem of the collectivize of China native advertising, in other words, how to makethe native companies bigger and stronger has become the key problem for the currentresearch.To make themselves bigger and stronger and face up with the internationalcompetition, Chinese advertising enterprises must be on the way to the groupingoperation. As for this problem, the academic circle and the advertising intellects havemade profound discussion, while, it remains a hot topic for the researchers.The thesis will adapt the research method of putting forward theproblem—analyzing the causes for it—and solving the problem. First of all, the thesisputs forward the problem that the advertising enterprises at home confront with theproblem of grouping, and then analyzes the causes for it; secondly, the author explainsthe viewpoint that it is practicable to set up grouping advertising enterprises under thecore of the well-developed media. In this part, the author will discuss the reasons for that. Part three is a subject part of the thesis, explore the operation mode of setting upthe advertising group in core that journalism group of Tianjin Daily is, regard "newnewspaper of every day" and agency companies as the research object builtlongitudinally specifically, with the core way of longitudinal building andintersectional link to form final mode of Tianjin newspaper advertisementcommunication Group, which is also the theory blank of the research circle at present.The bringing up of any new theory and new mode will surely have its weak points inreality. Therefore, in part four, the author discusses the potential problems anddifficulties of setting up group advertising enterprises under the core ofwell-developed media in the current situation. And as a conclusive part, the last partexpounds the significance of setting up the group advertising enterprises.