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长期以来广告公司的核心竞争力如何加强一直倍受关注,特别是本土广告公司如何应对国际性广告公司“强者更强”的竞争压力——从2003年开始外资广告公司的外方将逐步对已有的合资公司进行控股,并不可避免地走向独资。现实抑或是远景的目标问题始终离不开“效益增长”。今天,广告公司的效益增长与其自身如何开拓客户及加强管理结合得更加紧密,相比而言,执行方式的独特与否则显得并不重要,关键在于有没有一个完备而成熟的理念去指引公司的未来。为此,本刊特别邀请了一批在广告界以“实战”著称的专业人士就“广告公司如何提升自身效益”这一问题发表自己的看法及见地,但愿能给更多的业内人士带来些许启发。
For a long time, how to strengthen the core competence of advertising companies has been attracting much attention. Especially, how do local advertising companies deal with the competitive pressure of “strong stronger” by international advertising companies - Foreign investors of foreign advertising companies will gradually Existing joint-stock companies to control, and inevitably toward wholly-owned. Reality or long-term goal of the problem is always inseparable from the “benefit growth.” Today, the growth of advertising company efficiency and its own how to develop customers and strengthen management more closely, compared to the unique mode of execution is not important, the key is whether there is a complete and mature concept to guide the company’s future. To this end, this magazine specially invited a group of professionals in the advertising industry to “combat” on “how advertising companies to enhance their own efficiency,” this issue to express their views and insights, hoping to give more people with the industry A little inspiration.