从媒介经营看湖南本土广告公司的战略转型

On Strategic Transformation of Local Advertising Agency in Hunan Viewed from Media Management

随着中国广告市场的全面开放,国际4A的强势进驻及沿海国人广告公司的内扩,使得本来就压制在"强媒介、弱广告"局势之下的湖南省本土广告公司的发展举步维艰,如何顺利实现本土广告公司的战略转型已迫在眉睫。文章以湖南广告生存业态为基础,通过系统的分析与思考,集中于媒介广告经营来看湖南本土广告公司的战略转型问题。

Along with the all-around opening-up in Chinese advertising agency, the 4A international agencies entry and the spreading of national advertising agencies in coastal cities have made the development of local advertising agencies in Hunan more harsh, which have been down trodden in the situation of ＂powerful media, powerless advertisement＂. So it＇s very urgent to accomplish the strategic transformation of local advertising agency. Based on the existing status of advertising agency in Hunan, the writer put forward the views on strategic transformation of local advertising agency in Hunan with systematic analysis and thinking, focusing on the management of media advertisement.