The Keyword Research On Corporate Concept Of Advertising Company In China Mainland

There is a low standard and irregular management in the advertising industry of Chinese mainland. Overall, it is a common phenomenon that the scale of advertising company in China is small and lacking of management. Combined with incongruity of advertising education in university with industry and society, advertising talents can not adjust to the industry, resulting in disappointments of advertising industry in China mainland. Simultaneously, advertising education also need learn advanced and core idea from advertising industry for concept and behavior of education.Based on the above understanding, the thesis stratify corporate concept to management, profession and talent concept,with top 100 advertising companies of annual turnover in 2013 as subject. Using concept related text as a sample and according to importance, relevance, refining of keyword, the thesis distills sort,classifies keywords and interprets the concept of management, profession and talent.The concepts are “ building up brand for client creatively ” for management, “creating value with win-win overall” for service, “digital dominating integrated purchase” for media, “ accurate idea at the position of communication” for creation, “building up professional creating team” for talent. These concepts mean a lot for management and operation, business service and talent selection in advertising company.Advertising education in university provide lots of talents for advertising industry. But it proved that advertising education in university, especially in economic backward areas, can't adapt to the current industry. Based on the study of documentation about university advertising education in the last five years, the problems of advertising education are: “valuing theory more than practice”, “single knowledge system because of unreasonable course design”, “lacking of advertising ethics and quality education”. Exploration of corporate concept for best advertising company defining the belief and behavior code of company's value, offer desirable advice for university, which is quality rooted and ethic advanced; both “learned” and“professional”, making the curriculum better; including “IQ” and “EQ”,all-round cultivation. In a word, advertising education of university should keep pace with the industry and era, cultivate high-quality and comprehensive talent for advertising industry and bring new power to China's advertising status.