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随着广告产业的资本化运作,本土广告公司也加入并购大军,但依旧难以获得高端客户群。本土广告公司与国际4A公司之间的客户鸿沟日渐扩大。近年来,中国广告业的发展呈迅猛之势,短短几年,便一跃成为世界第二大广告市场。尽管国内广告行业风头正劲,然而,就其总体格局来看,跨国广告公司不仅利用其优势占据了中国一线品牌市场,如今亦进一步向二、三线市场进军。而中国本土广告公司只有极少数能争得一线品牌,绝大多数依旧在为二三线品牌提供服务。客户市场分裂,高端品牌花落跨国4A自上世纪80年代以来,跨国广告集团纷纷进入中国市场,至今已基本完成在中国的战略布局。
With the capitalization of the advertising industry, local advertising companies have also joined the M & A armies, but still difficult to obtain high-end customer base. The growing gap between local advertising agencies and international 4A companies is widening. In recent years, the development of China’s advertising industry has shown a swift and violent trend. In just a few years, it has become the second largest advertising market in the world. Despite the strong advertising industry in China, however, multinational advertising companies, taking advantage of their advantages, have dominated China’s first-tier brand market and now have further marched into the second and third tier markets. Only a handful of Chinese domestic advertising companies can win first-tier brands, the vast majority are still serving the second and third tier brands. Customer market fragmentation, high-end brands spent transnational 4A Since the 1980s, multinational advertising groups have entered the Chinese market, has basically completed its strategic layout in China.