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记者:目前,业界出现这样一些现象和问题,比如关于“同质化”的议论,认为广告业中同质化现象越来越严重,不同核心竞争力的形成体现在服务的差异化上。为此,“转型”一时间成为热门话题。激烈的行业竞争导致一些广告公司正向整合营销传播方向或顾问咨询类公司转型,甚至一些媒介购买公司也开始转变业务方向。更有甚者提出“公关将压倒广告”!这仅仅是一场争取话语权的游戏,还是广告业没落后必然的趋势?请您谈谈见解。程士安:您提出的这些现象和问题实际上是促使我们对广告业未来生存环境的正视和思考。广告业同质化程度越来越高,激烈的竞争已经成为不争的事实,我们应该理智
Reporter: At present, there are such phenomena and problems in the industry. For example, the discussion on “homogeneity” holds that the phenomenon of homogenization in the advertising industry is getting worse and that the formation of different core competitiveness is reflected in the differentiation of services. To this end, “transition” for a time become a hot topic. Intense industry competition has led some advertising companies to move toward integrated marketing communications or consulting and consulting companies, and even some media buying companies are beginning to change their business direction. What’s more, “PR will overwhelm ads.” Is this just a game for the right to speak, or is it an inevitable trend after the advertising industry lags behind? Cheng Shian: You put forward these phenomena and problems are actually prompted us to face the future of the advertising industry environment and thinking. The homogenization of the advertising industry is getting higher and higher, the fierce competition has become an indisputable fact that we should reason