Border M & Countermeasures Of Intermediary Agent Industry Response

This paper mainly studies the media agency industry, exploring the influence ofinternational advertising industry merger and acquisition to Chinese media agencyindustry. In order to finish this article, I read a lot of literature. In this paper, I expatiate theinfluence of international advertising industry merger and acquisition to Chinesemedia agency industry in consideration of the development of media service industry inother countries, and the present situation of media service industry in China. The mainmethods used in this thesis are: static and dynamic research, statistical analysis andcomparative analysis, macro analysis and micro analysis. In the process of writing thisthesis, I read a large number of materials and deepened the understanding of advertisingindustry in China. After comparing the international media agencies in China and Chinesemedia agencies, I think Chinese advertising companies especially media agency companiesshould step into the road of scale development as soon as possible. Which means Chinesemedia companies should seek any possible cooperation opportunity from all related marketentities to enlarge their business scale. The innovation of this article are: compareinternational media agencies and Chinese media agencies using both Industrial Economicstheories and Transnational merger and acquisition theories; analyze Chinese advertisingmarketing from macro level and exosystem level; make a suggestion of how to improveChinese media agencies market competitiveness. The angle of this thesis is uncommon inrelated research field.