A Research On The Optimization Of Mccann Group's Positioning Strategy In China From The Niche Perspective

After more than 20 years of rapid development after reform and opening up,China's advertising industry is showing a vigorous trend due to the transformation of the business owner's brand management.As one of the important multinational 4A advertising companies,Mc Cann has not demonstrating that due to the trend of convergence of this wave of dividends.Competition in the advertising industry and invasion of other industries have challenged Mc Cann in China.And behind this challenge lies the ecological changes it faces,which makes the company's operation and development exist uncertainty,it is urgent to proceed from the company's positioning to build a corresponding solution.This paper takes Mc Cann as the research object,through the combination of ecological niche theory and positioning theory,systematically analyzes the market positioning and brand positioning of Mc Cann,and focuses on the use of Porter's five force model.The environmental situation in the industry chain,identifying the business risks facing the Mc Cann niche;using the thinking of the resource logic in the niche to find new market segmentation opportunities for it and establishing a "creative brand strategy consulting company" The new positioning of the market has helped Mc Cann's business extend from “brand communication” to “brand strategy”,broadening the breadth of the niche and thus getting rid of the difficulties;and through the new brand positioning language,that is,“helping brands build business and creativity”,To convey to the brand owner the new value of Mc Cann's affirmative position reorganization,and give the upgrade direction and optimization principles from the four key elements of product,technology,personnel and image,and finally provide Mc Cann with a complete set of positioning and reorganization research program to ensure that it can escape competition and find new development paths.It provides practical reference for similar companies to review positioning,and it complements the dynamic thinking of positioning.