Four "bottleneck" block the development of China's advertising industry

Multinational advertising companies, joint advertising companies, local advertising companies, more than 100 thousand advertising business units, as well as a comprehensive agency, they are showing a professional service, media buying different characteristics, constitute the structure of our country's huge advertising business environment, this is China's advertising industry to a higher goal and in line with the international advertising industry a solid foundation, but also a powerful testimony to the rapid growth of economy Chinese. However, we can not but admit that the homogenization of serious, how to serve customers, it is difficult to grasp the mentality of advertisers and profit channels due to the increasingly narrow and other issues, is becoming the bottleneck of the survival and development of the advertising industry.

Increasingly serious homogenization phenomenon. Homogenization is the inevitable result of the rich product market, service differentiation is the embodiment of the core competitiveness of the service industry. As a service industry in China's advertising industry, corporate personality is gradually disappearing. The advertising company needs in order to survive, to focus on the requirements of advertisers commitment, according to the convention industry to operate, both large and small firms in the service content, service mode and service level, the difference is reduced. The phenomenon of homogenization of the advertising industry is not terrible, terrible is the advertising industry as a product of the phenomenon of homogenization of advertising. This is a danger for the customer, for advertisers is a crisis, for consumers is a hazard.

Forced transformation confusion. If you look closely, you will see or feel after 20 years of development, China's advertising industry has begun to find North feeling, many advertising companies do not know how to service in order to meet the requirements of customers, many advertisers do not know what kind of means to attract consumers, in "fire" and violent advertising again deceived, consumers have become numb. On the one hand, advertising turnover rising year by year, on the other hand, the role of advertising is increasingly being questioned. Due to the fierce competition in the industry, the advertising operators and more low profits; the effect of uncertainty, making of advertising companies have become increasingly demanding; consumers and advertisers forced the elusive, changing marketing strategy. This has led some new ways of advertising companies, the transition to integrated marketing communications company or consulting company direction. It is not a bad thing, but the problem is that many have been ready to transition or transformation of the company, and there is no real understanding of the essence of integrated marketing or consulting, even do not know how to do, not to mention the relationship between understanding and advertising.

Increasingly narrow profit channel. China advertising industry from the beginning to restore active implementation of agent system, but unfortunately, after more than 20 years, we from this target is not close, but far away, or a bit of a mess, or the agent system and gradually lost direction. Agency fees and less, or even to zero agency debt; advertising market disorder complicated and difficult to deal with. In this case, it should be said that the three main actors in the advertising industry have the responsibility, first of all, there are many advertisers awareness is relatively low, not clear the relationship between them, short-sighted, focusing on immediate interests. The more I do not know the more non-standard operation, the cheaper the service, the more likely to harm the interests of advertisers. The advertising company is the key to the problem, advertisers and the media demanding pressure, intense competition in the industry, the advertising business unit profitability is more and more narrow, forcing the advertising company in order to survive, with all kinds of bad move, weird and sunzhao. The zero agency is one of the lowest level of competition, is the extreme price war. Participate in zero agent company, there are various levels, including those with large international advertising company, they may have other plans; and the media advertising company, because the resource advantage is free; those small advertising company, only working for people, jobs or fail. In the advertising industry, the agency fee is replaced by the service fee, and the advertising company has reached an agreement with the advertiser. The former provides the service according to the latter, while the latter pays the project fee, or monthly and yearly payment. This not only solved the advertising agency in the choice of the media when the media confusion, but also makes advertisers pay for the advertising company. But the situation is not so simple, the advertising company labor is sometimes difficult to quantify, it is not continuous, some advertisers do not understand and accept this point, when he thinks this month or at this stage you don't do too many things for him, or what effect without him think good, money became a problem. So the road has just begun to narrow. Agency fees can not get, the service fee is not good to take, the survival of the advertising company is really a problem, China's advertising industry has come to a crossroads.

Difficult to grasp the mentality of advertisers. Advertisers in China are leading the development and growth of China's advertising market. Most advertisers have made it clear that advertising is not everything, but no advertising is absolutely impossible. Only in advertising how to do, who to do, how to ensure the effectiveness of advertising and other issues, showing great difference. In addition, there is also a strange phenomenon in the advertising industry, the smaller the more the company to engage in integrated management, which is probably encountered embarrassment and cracks in the survival of the road. The Chinese Academy of Sciences in Beijing, Shanghai, Guangzhou, the 3 most developed cities in the advertising industry is different