中国本土广告公司经营的问题与对策In2004,China'sadvertisingbusinessexceeded120b订lionyuan,andChina'sadvertisingindustryshowedastrongmomentumofdevelopment・ThisdataforChineseadvertisingcompaniesandmedia,itisundoubtedlyextraordinarysignificance.In2005,withChinafurtherintegrationintotheinternationalmarket,somelargemultinationalcompaniesandmediagrouphaveenteredtheChinesethishugepotentialmarket,theadvertisingmarketscale,advertisingturnoverincreased,bringnewopportunitiesfortheadvertisingindustry.Atthesametime,somelargetransnationaladvertisingcompaniesandmediabuyingcompanieshaveposedagreatthreattoChina5slocaladvertisingcompaniesduetotheiradvantagesincapital,technology,talentandmanagement・InChina,wewillwaitandseewhowillbethedominantforceintheadvertisingindustry,multinationaladvertisingcompanies,orlocaladvertisingcompanies・Thepurposeofthispaperistolookintothemainproblemsexistingintheoperationoflocaladvertisingcompanies,thechallengesfacedandthecoimtermeasures,soastoprovidesomestrategicthinkingforthedevelopmentoflocaladvertisingcompanies・First,thelivingenvironmentoflocaladvertisingcompanies1,externalshocks(1)foreignadvertisingcompaniesbyvirtueofitscapital,technology,talentandmanagementadvantages,theformationofencirclementoflocaladvertisingcompanies.In1986,theUnitedStates?youngRubicamcompaniesandChinaInternationalAdvertisingCorpestablishedthefirstjoint-ventureChineseadvertisingcompany一YangAdvertisingCo.ltd.・After20---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---yearsofdevelopment,multinationaladvertisingcompanieshavegainedalotofstrength・Amongthetoptenadvertisingcompaniesin2003,localadvertisingenterprisesaccountedforonlytwo,andtheirturnoverwaslessthanhalfoftheturnoverofthetoprankedcompanies・Atpresent,somelargemultinationaladvertisingcompanieshavedevelopedplansforexpansionintheChinesemarket・ItisreportedthatthegroupundertheNikongroupTBWAhasbeenplannedbytheendof2005,aChinacanceltherestrictionontheproportionofinvestmentwillimmediatelysetupasubsidiarycompany;JapanDentsuwillcontinuetoincreaseinvestment,togreaterscopeforcustomerresources・Alargenumberofforeignadvertisingcompanieswillnothavemuchimpactontheadvertisingmarketintheshortterm,butinthelongrun,China/slocaladvertisingcompanieswillfaceenormouschallenges・Oneistheadvertisingcompanywithitsabundantcapital,advancedtechnologyandequipment,scientificandstandardizedoperationconceptandinternationalcreativeplanningresources,attractingalargenumberofelitetalents,thetalentoflocaladvertisingcompanieslackthecontradictionismoreprominent:twoisthesoilresourcesforcustomers・Transnationaladvertisingcompanies,firstofall,areaccompaniedbymultinationalcompaniesenteringtheChinesemarket,theymainlyservesomelargemultinationalcompanies・Now,theyarenolongersatisfiedwithmerelyservingtheseenterprises,butactivelyseekingcooperationwithChina5slocalleadingbrandsandhighlygrowingbrandenterprisesinordertogaingreaterprofitmargins・ThreeisthecompetitionforChina，shigh-endmedia,resources・Becausetheforeigncapitalcompanyhasthestrongfundasthebacking,canobtainthemostcompetitivemedia,causesthelocaladvertisingcompanytofallintotheextremelyawkwardsituation・(2)professionalsurveyfirms,consultingfirms,publicrelationsfirms,andmediabuyingcompanieshavereducedmarginsconsiderably.Facingtheimpactofforeignadvertisingcompanies,localadvertisingcompaniesonth...