Local Advertising Company And Multinational Advertising Company Culture Core Competitiveness Comparative Study

As we know, because of the group advantage, international resources, unique culture idea and advanced experience and management mode, transnational advertising companies are ahead of the others. Since local advertising companies have shorter development experience, we need to learn and use the transnational advertising companies experience for reference on one hand, and on the other hand we should foster strengths and circumvent weaknesses. Therefore the local advertising companies and transnational advertising companies are the main research objects. And the author sorts into hierarchical model of cultural core competence for advertising companies, which are based on core competence theory and enterprise culture theory. Then following this hierarchical model, the paper compares the local advertising companies and transnational advertising companies from three levels by using questionnaire survey method. Through the comparison, the author finds differences between them. And according to the existing problems, the author puts forward some suggestions for local advertising companies to provide a reference, such as customer relationship maintenance, personnel training, public relations management and creative ability.