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中国广告市场正进入以资本并购和联合为主要特征的新一轮产业扩张阶段,国际广告集团利用其资金优势、资源优势和专业优势,加速在中国市场并购扩张,影响中国广告市场未来竞争格局。本文重点分析了国际广告集团在中国的发展历程与现状,深度解析国际广告集团在中国的发展战略与趋势,并提出了中国本土广告业的应对策略。
China’s advertising market is entering a phase of new round of industrial expansion featuring capital M & A and alliances. With its advantages in capital, resources and expertise, the international advertising group has accelerated the expansion of mergers and acquisitions in the Chinese market and affected the future competitive landscape of the Chinese advertising market. This article focuses on the analysis of the development and status quo of international advertising groups in China, analyzes in depth the development strategies and trends of international advertising groups in China, and proposes countermeasures for the domestic advertising industry in China.