Research On The Cultivation Of Advertising Companies’ Core Competitiveness In China In The Context Of Media Integration

Based on information and communication technologies, media convergence is generated by the continuous development trends of a medium’s external ecology, which made the new living environment for both media and advertising companies in China. In the context of media convergence, different media become integrated in a high degree in forms of technologies, contents and platforms, this objectively led to the change of the advertising companies’core competitiveness, which is regarded as an important prerequisite to ensure the company’s survival and development in the market. Media convergence has brought the whole circle both some great opportunities and many challenges. In this context, the how to clarify the advertising company’s core competitiveness and media convergence, how to deal with the development trends of media convergence, the cultivation of the core competitiveness, those should be the most urgent problems for Chinese advertising companies.For media convergence is advertising company’s new living environment, it has distinctive features in forms of technology, content and function integration, with kinds of manifestations such as the on-line newspaper , electronic radio and interactive personality TV. In such a renewal environment, the core competitiveness of the advertising company’s is changing, as its consisting elements continuously receive subtle influence from the environment, and thus the advertising company be confronted with both positive and negative influences. On the one hand, media convergence is helpful to the company’s status strengthening, expanding its media resource platform as well as the fields of profit; On the other hand, with a more complicated audience market, media convergence asks for more comprehensive advertising personnel and more creative advertising ideas.The cultivation of advertising companies’core competitiveness including promotion strategies and tactics, whether it is information integration, resource integration, personnel training, or developing customer value, all the above should be the important part of the core competitiveness’s cultivation. In addition, the cultivation model is specific forms to achieve a the strategic and tactics, including the cultivation model of information integration, the promotion model of integrated marketing competitiveness and the comprehensive personnel training model. As an influential advertising company in China, Xuanya has shown some characteristics of its core competencies when operating this large-scale advertising campaign“National Pits 1573’s Hot Air Balloon Festival”, reflecting the company’s competitive advantage with the core of resources, creations,etc.