中国本土广告公司经营的问题与对策（Problems and Countermeasures of local advertising companies in China）.docVIP

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中国本土广告公司经营的问题与对策（Problems and Countermeasures of local advertising companies in China）.doc

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中国本土广告公司经营的问题与对策（Problems and Countermeasures of local advertising companies in China）

中国本土广告公司经营的问题与对策（Problems and Countermeasures of local advertising companies in China） In 2004, Chinas advertising business exceeded 120 billion yuan, and Chinas advertising industry showed a strong momentum of development. This data for Chinese advertising companies and media, it is undoubtedly extraordinary significance. In 2005, with China further integration into the international market, some large multinational companies and media group have entered the Chinese this huge potential market, the advertising market scale, advertising turnover increased, bring new opportunities for the advertising industry. At the same time, some large transnational advertising companies and media buying companies have posed a great threat to Chinas local advertising companies due to their advantages in capital, technology, talent and management. In China, we will wait and see who will be the dominant force in the advertising industry, multinational advertising companies, or local advertising companies. The purpose of this paper is to look into the main problems existing in the operation of local advertising companies, the challenges faced and the countermeasures, so as to provide some strategic thinking for the development of local advertising companies. First, the living environment of local advertising companies 1, external shocks (1) foreign advertising companies by virtue of its capital, technology, talent and management advantages, the formation of encirclement of local advertising companies. In 1986, the United States ? young Rubicam companies and China International Advertising Corp established the first joint-venture Chinese advertising company - Yang Advertising Co. ltd.. After 20 years of development, multinational advertising companies have gained a lot of strength. Among the top ten advertising companies in 2003, local advertising enterprises accounted for only two, and their turnover was less than half of the turnover of the top ranked companies. At present, some lar