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北京的广告优势在于媒体的强势,上海的广告优势在于大量的外企公司,广州的广告优势在于本土市场的繁荣。对已往而言,这一观点是基本准确的。不必赘言。这一现象的形成与三城市在中国的综合位置直接相关,但是,这一观点也正在悄悄地发生变化。就上海广告业而言,外来广告公司虽然仍占主体位置,但本土广告公司正在渐渐崛起,尤其是在争夺国内大中型客户方面,他们的竞争力正变得越来越强大。特别值得一提的是,将咨询业和广告业有机糅合型的本土广告公司,由于巧妙地满足了国内大中型企业的需要,因而对外来广告公司形成了强劲挑战。他们往往具有独特的核心竞争力,他们所欠缺的也许仅仅是管理流程的科学性。而大量管理咨询公司的涌现,也在有力分割本应属于广告业内的势力范围。因而在
The ad advantage of Beijing lies in the strength of the media. The ad advantage of Shanghai lies in the large number of foreign companies. The ad advantage of Guangzhou lies in the prosperity of the local market. For the past, this view is basically accurate. Needless to say. The formation of this phenomenon is directly related to the integrated location of the three cities in China, but this view is also quietly changing. In terms of Shanghai’s advertising industry, although external advertising agencies still dominate, local advertising companies are gradually emerging, and their competitiveness is becoming more and more competitive, especially for domestic large and medium-sized customers. What is worth mentioning is that the local advertising agencies that combine the consulting industry with the advertising industry have posed strong challenges to foreign advertising companies because they have skillfully met the needs of domestic large and medium-sized enterprises. They often have unique core competencies, and what they lack may be just the scientific nature of the management process. The emergence of a large number of management consulting firm, is also a powerful division of the sphere of influence should belong to the advertising industry. Thus in