2016年广告公司生存与发展访谈报告

2016 Agency Interview Report on the Survival and Development

本研究通过对十余家知名广告公司二十余位广告公司高层管理者和资深从业者进行深入访谈,~①对2016年广告市场、广告客户以及广告公司的生存与发展状况进行了深度剖析:今天中国广告市场有三个重要的特征,即'大市场''多元化''快速迭代';广告客户的需求则呈现出强烈的销售目标导向和服务的一体化整合趋势;在广告公司的生存和发展趋势中,我们发现新进入者或是在位者的博弈是一个伪命题,任何广告公司的长期生存或发展都取决于在快速迭代的市场中的持续反应和创新能力。而广告公司的战略取向呈现出专业化基础上的平台化趋势,广告公司的运营则体现出业务范畴的延伸、工作流程的缩短以及人才快速学习能力受到重视。

Through more than 20 senior executives and senior practitioners in-depth interviews, this study, analyzing advertising market, advertisers and agencies, found three important characteristics of 'big market ',' diversification'and 'fast iteration' in the advertising market. The demand of advertisers presents a strong integration trend of sales target orientation and service. In the advertising company’s survival and the development trend, the study found that the new entrants and incumbents game is a false proposition, and any advertising company long-term survival or development depends on in the market of rapid iteration and continuous reaction and innovation ability. Present a professional advertising company’s strategic orientation platform on the basis of the trend,advertisement company, reflect the extension of business category, shorten the working process and fast learning ability.