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自从中国加入WTO之后,从2000年4月开始,国外的一些4A广告公司就已经开始在中国打桩圈地了,比如兼并,收购本土公司等等。近两年来,这个圈地的浪潮越演越烈,而且,这些国外的广告公司正在改变其客户走向,从原来的只服务外商、国际客户渐渐转变为争取本地客户,可是本土的广告公司虽然意识到这个情况,却没有拿出一个解决的办法来,也没有引起足够的重视,都是各忙各的,最后导致恶性竞争更激烈,客户流失严重的情况却没有好转。这种现象是目前本土广告公司面临的困境之一。要改变这样的局面,我认为中国大陆的广告公司必须要在三个环节上进行改善和整合。
Since China’s accession to the WTO, since April 2000, some 4A foreign advertising companies have begun to piling up plots in China, such as mergers and acquisitions of domestic companies and so on. In the past two years, the tide of this enclosure has become more and more intense. Moreover, these foreign advertising agencies are changing their customers. From the original service to foreign investors, international customers are gradually changing to seeking local customers. However, although the local advertising agencies are aware In this case, we did not come up with a solution, did not pay enough attention, are all busy, and finally lead to more vicious competition, customer loss has not improved the situation of serious. This phenomenon is currently one of the predicaments that local advertising companies face. To change such a situation, I think advertising companies in Mainland China must improve and integrate in three areas.