跨界内容新市场，带动广告产业升级——日本电通经营策略转型的研究

2001年，创立100周年，东证一部上市。7年来，整合多家非传统广告行业的公司，正式确立其新市场——内容（Contents），并逐渐将它形成一个产业，称为“内容产业”。日本电通集团，世界闻名的广告业巨头，从广告及周边市场拓展到新的舞台，成功转型，它的先锋力和影响力证明了广告公司的地位、价值，以及无限延展的可能。2006年，进入十一五，中国广告业迈向新纪元。而中国本土广告公司在发展过程中也遇到如何实现产业优化的实际难题。对此，我们通过研究日本电通公司在产业升级过程中的实践发现，中国本土广告产业可以借鉴电通集团在内容产业上的运作模式，在将产业链向内容等领域的延伸中实现产业的战略性升级。

2001 was the 100th anniversary of Dentsu Group, and it listed on Tokyo Stock Exchange 1st Section. In the past 7 years, Dentsu Gruop has integrated many non-traditional advertisement companies, establishing its new market--Contents which is gradually formed as an industry, called ＂Contents Industry＂. Dentsu Group, the world-known giant in advertising, expands new stage from advertisement and surrounding market to contents and restructured successfully. The pioneer power and impaction of Dentsu Group demonstrated the position, value and possibility of advertisement company. Chinese advertising entered the 1 lth Five-Year Plan in 2006, With the development of advertising, local companies have met some difficulties such as the realization of industrial optimization. Through the research of Dentsu Group in its industrial optimization, we find that local companies can use the operation mode of contents industry for reference then realize the strategic industry upgrade in the extending of Industrial chain to the contents.