The Operating Dilemma And Countermeasure Of The Advertising Companies In Prefectures And Municipalities Of Hunan Province

Over the past 40 years of reform and opening up,China's politics,economy,and culture have ushered in great development and prosperity.As an indispensable part of the service industry and cultural industry,the development of China's advertising industry has also undergone a qualitative leap.In order to respond more flexibly to challenges from domestic and foreign markets,accelerate economic transformation and upgrading,and increase the proportion of services in the tertiary industry,the state has attached more importance to the advertising industry,and has begun to intensify,specialize,institutionalize,and brand.The exploration and operation of "Internet +",advertising management reflects the overall appearance of the development of the advertising industry and the advertising market.Since the advertising business appears,the advertising business model is constantly evolving and developing.In order to comply with the trend of the times and speed up the structural adjustment and business development of advertising companies,Hunan Province's local advertising companies should actively study local characteristics and national culture,and propose differentiated and distinctive advertising business plans.However,at present,the operation of the advertising company in Hunan Province has entered a bottleneck period.The author conducted a survey on the five cities and counties of Loudi City,Shaoyang City,Hengyang City,Xiangxi Autonomous Prefecture and Changde City,and interviewed 8 representative places.The person in charge of the city's advertising company has obtained a large amount of first-hand materials.The author finds that the existing advertising market in the city is shrinking,mainly reflected in the sudden decline of government corporate image advertisements and the decline of medical advertisements;internal vicious competition is serious,price wars disrupt the normal market order,lack of copyright awareness makes pirated advertising works come into being;advertising companies exist The phenomenon of“small scattered” is lacking in cohesiveness;the reserve of high-quality advertising creative talents is insufficient,and it is difficult to introduce and retain people;the lack of core competitiveness of local advertising companies is difficult to produce quality advertisements and other business difficulties.The above problems have seriously affected Hunan Province.The development of local advertising companies.Under the background of the rapid development of Internet technology and the diversified changes of the media,the countermeasures for the relief of Hunan's localadvertising companies should be explored in light of the characteristics of the times.In view of the above operational dilemma,this paper will start from the expansion of the city's advertising market,the cultivation of the core competitiveness of the advertising company,and the development of the "Internet + advertising" development model.