Research On The Construction Of Alliance Cooperation Between The Clients And Advertising Company

The advertising industry is regarded as a barometer of the development of the national economy.Facing the integration of the economy into the world economy and the full opening of the Chinese advertising market,the domestic advertising companies are facing fierce competition and great challenges.On the one hand,more and more foreign advertising companies are entering the Chinese market for customer resources;on the other hand,the rapid rise of local advertising companies,adding new vitality to advertising industry,it also intensified competition within the industry.This paper analyzes and summarizes the development status of domestic and foreign advertising companies,discusses the concept of customer(relationship)management,customer loyalty,enterprise cooperation,enterprise alliance and other related theories,and describes the content of "Alliance between the Clients and The Enterprises" in advertising companies.Taking TLSS company as an example,this paper analyzes the alliance cooperation mode between advertising companies and customers,and finds out the problems and causes in the operation of the cooperation mode.Finally,suggestions and optimization measures are put forward for advertising companies.By using the methods of literature research,investigation and case analysis,we study and analyze the alliance cooperation between the clients and Advertising company.1.Although the high quality creative production and advertising service are the favorable competitive points of the advertising company,facing the fierce competition of customer resources,the confusion of the industry charge system and the influence of the change of the client's personnel,the operation of the entire advertising program will stagnate if the customer is not effectively managed and maintained.2.In the early and developing stages of the small and medium sized enterprises,the advertising company needs the full service of the advertising company,while the distributors also need the direct support of the advertising company to develop,expand and maintain the market.3.Take the Alliance Cooperation between A company and TLSS company as an example: "Enterprise + Advertising company — Service — Dealer" marketing cooperationmodel,the advertising company and enterprises,dealers into a closed and interactive cycle system,both sides have achieved obvious cooperation results,making the cooperation more stable.Later,due to the reasons of the two sides' business management and some of the distributors' reasons,there are some problems in alliance cooperation.4.The research summary,from the subjective point of view,put forward the suggestions and optimization measures that the advertising companies need to improve and strengthen in the alliance cooperation: select the cooperative customers according to the customer's profit ability;strengthen the construction of the advertising company itself by perfecting the company system,controlling the company's operating cost,strengthening the human resources management,improving the business ability and service quality;Establish advertiser crisis warning mechanism and long-term communication mechanism to deal with customer crisis in alliance cooperation.;Several optimization measures to strengthen the cooperation of the guests and our allies: implementing customer "Differentiation" management strategy,patient complaint,creating "Customer Centered" business idea,establishing the alliance of the same industry and external experts strategy.The innovation of this paper is mainly reflected in the following two aspects.(1)This study takes a domestic advertising company as the research object,which has certain times and regional representativeness,and has a certain reference and reference value for the reform and development of Chinese local advertising companies.(2)This study enriches the existing theory of advertising company management and the theory of advertiser relationship management.At the same time,it compares the two modes of "Alliance" in the enterprise: "Alliance" under the same industry and the "Alliance" under different industries,and puts forward the concept of "Alliance between the Clients and The Enterprises".