A Strategy Design Of China’s Public Service Advertisement Based On SWOT-PEST Analysis

With the progress of civilization and the development of productivity, public advertisement appeared in the modern society. Public ads is a symbol of a society development level of material culture and spiritual culture, also the intangible force of change. How to design strategies to promote the development of China’s public service ads according to the specific facts is the key point of this study.The idea of this research are the current situation, the reason of the situation, the possibility of the future and the concrete strategy of China’s public service ads. This research takes the sociology, communication and management knowledge, adopts information retrieval, reading literature. Starting from the definition of the concept of public service ads, combed the history of the evolution of China’s public service ads. And then take SWOT-PEST analysis as the tool, discusses the strengths, weaknesses, opportunities, threats our public service ads have, All these analysis are from political, economic, social and technical angle. This article abandon the practice of an empty talk, and use the analysis method to guide the theory with practice, finally design strategies to promote the development of China’s public service ads: based on the advantage, seize the opportunity, (SO) - using government support to unit various power; rely on the advantage, avoid threat (ST)- strengthen government guide to ensure the direction and avoid vulgar; seize the opportunity, overcome the disadvantages (OW) - adapt to the new media era, advance theory research, promote the construction of talent; overcome the weaknesses, resist threats (WT) -establishment an operation mode for public advertisement with chinese characteristics.