I would like to ask my peers: What are the market prospects of cultural communication companies engaged in print advertising, photography, film and television production and event planning?

Development prospect of advertising industry

The advertising industry in China is now at a turning point, and the basic situation worthy of attention is:

With the growth of enterprises in China, advertisers are moving towards higher and longer-term goals. The vast majority of outstanding enterprises in China are strong and internationalized. Advertisers pursue higher and longer-term development.

The third generation of consumers in China is on the rise. 2 1 century China consumer groups grew up in different social and cultural environments. The characteristics of new consumer groups are: the trend of perceptual consumption is rising; Pay attention to and highlight individuality; Pay more attention to value than price; Influenced by the brand is more and more significant. Advertising activities must pay more attention to these new consumers.

The influence of information technology and internet on traditional advertising. With the development of IT technology, the impact of the Internet on traditional advertisements, as well as network marketing, sales, promotion and even communication will have far-reaching changes, including: changes in sales methods; Changes in promotion methods; Changes in the mode of transmission, etc.

Brandism: The biggest selling point of multinational advertisers is to build China brand.

The so-called "branding" is to take the establishment and development of the brand as the advertising goal; Pursue long-term advertising effect; Attach importance to the formation of differentiated advantages; The role and value of advertising companies is to promote products to brands, and the typical saying is "brand housekeeper".

Brandism is the main tool and the biggest selling point for multinational advertising companies to seek the China market. Since 1990s, great changes have taken place in the strategies of multinational advertising companies, and brand claims have been put forward as the commanding heights of competition. For example, Ogilvy proposed "brand manager" and Saatchi proposed "global brand strategy"; Dentsu proposed "brand communication"; Darby put forward "brand theory"; Zhiwei Thompson proposed "integrated brand building"; Jingxin puts forward "brand character".

Song Zhiming, president of Ogilvy & Mather China Company, put forward "helping customers create, cultivate and develop brands" (international advertisement1997.438+0); Li Jinghui, former CEO of Shi Sheng Great Wall, put forward "Building China Great Wall" (Brand Times1998.4.17); Shi Sheng Global K Robert put forward that "China brand should become the world champion" (Brand Times1998); Chen Yinan, president of Jingxin, put forward the viewpoints of "helping China to build a world-class famous brand" (China Business News 1997. 10) and "charging with brand" (international advertisement 1999.3).

It is only a small value for advertising companies to express their value and make suggestions for customers to promote their products. The value of advertising companies lies in transforming the products of enterprises into brands, which has irreplaceable high value in the eyes of customers.

How to win the initiative

Or someone asks: At present, the market environment in China leads to the market competition dominated by price war. Moreover, enterprises cannot survive without sales, let alone "branding". Is it unrealistic to emphasize the transformation to "branding"?

In fact, brand and sales promotion are two related concepts, which are primary and secondary relations. They have different proportions and different effects. The key lies in strategic vision and strategic choice, and what kind of market strategy to implement. Although different strategies should be adopted for different customers, the emphasis and proportion of the strategy should be determined according to the actual situation. However, in the face of future development, China advertising industry must have advanced thinking and far-sighted vision, and must not be limited to short-term and current interests, and must quickly establish new competitive advantages. Excellent advertisers in China should be keenly aware of the direction of change, grasp all kinds of new possible opportunities, meet the new needs of enterprises and the new consumption environment of the next generation, which is the basic starting point for emphasizing branding.

In the past 20 years, outstanding people in local advertising companies have made great progress, their strength has been continuously enriched and their competitiveness has been improved; But generally speaking, the professional level and basic skills of brand management of local advertising companies are not enough. In order to win the initiative, we must also establish a new brand management platform that conforms to China's national conditions.

The key is learning ability-innovation ability. The strong man in the future is not what he has achieved in the past, but how fast he learns and how strong his innovation ability is.

Top ten nouns

business

By rights, this is not a noun. We use it every day, but before 10, its significance was too great and important. When starting a business, all companies are most concerned about business. Without business, there is nothing. In retrospect, many company bosses always say that it is a good thing to have that single business, otherwise it will not last. /kloc-0 0 years ago, business was the most important thing for advertising companies. Everything revolves around business. Of course, the business at that time needed to be pulled, reflecting the chaotic state of the advertising company at that time.

public relations

The so-called public relations, is completely to pull relations, there is no public relations in the strict sense now. In the course of 10 years, public relations has developed a strange market change, and public relations companies have separated from the market and embarked on public relations in a complete sense. How to balance the relevant interests and how to spread the public relations guidelines that the public should abide by. /kloc-in the past 0/0 years, public relations has stepped out of the vague, chaotic and ambiguous connotation orientation and become one of the most important forces in modern enterprise marketing and advertising enterprise service.

manufacture

When it comes to production, we think of outdoor advertising. 10 years ago, advertising production was mainly outdoor advertising, which can be said to be real production. All advertising companies have actually made some practical products for enterprises. Now this part of the advertising company has completely disappeared, and it has become a group of advertising companies focusing on inkjet printing. Of course, they are no longer strictly advertising companies. In the past 10 years, production has made great contributions to the development of advertising industry and has become an important chapter in the development of advertising history in 10 years.

originality

Creativity is the fastest developing concept in 10 years, from no creativity to attaching importance to creativity. 10 years, creativity has become one of the most important productivity of advertising companies. What is creativity? The most important explanation at this stage is how to express it on the plane. Graphic performance has become the best platform for creativity, and it has not changed much until today. With the development of 10 years, creativity has become one of the core competitiveness of advertising companies. Creativity is embodied in all stages of advertising service, and it is one of the most lasting forces that grew up in 10.

plan

In the past 10 years, there have been many industries different from the advertising industry, and planning is one of them. In fact, planning is a bit reluctant to leave the advertising industry. It should be mixed with the advertising industry, but after 10 years of development, planning has shared some strength and become a ubiquitous action team in all walks of life. This link is intertwined in two fields, on the one hand, it undertakes the mission of advertising, on the other hand, it undertakes the mission of some large-scale activities. The full activities planned made him far away from the responsibility of advertising and became a fortune teller of some charlatans. 10 years, planning has contributed a lot, and it is a mixed word. Planning can be a successful large-scale public relations activity, which is also a bunch of terms. Now it is more often mixed in the specific execution behavior of advertisements.

marketing

Marketing is what enterprises are most concerned about, because enterprises require the market performance of products. 10 during the market changes in China, enterprises seek the help of advertising companies, and their requirements for sales performance are getting higher and higher. Without good sales, there will be no enterprise development. Therefore, in the past 10 years, marketing has become indispensable and important in the service of advertising enterprises. In fact, advertising has been serving marketing for 10 years. Without simple advertising in the past, advertising can't find a reason to survive without serving marketing. Marketing has become one of the most popular words in this 10 year.

location

Positioning is actually a matter within the planning scope, but it has been singled out as a hot word in recent years. This is because for so many years, many enterprises have only talked about planning, creativity and media, but they have not defined their own positioning, so that many seemingly good plans have come to nothing without knowing why. Trout's positioning theory not only meets the market demand at the right time, but also changes some directional errors in the marketing market. Positioning in 10 suddenly changed our marketing perspective, made the service target of advertising enterprises more accurate, and also brought greater and more practical value to enterprises.

range

Advertising companies do communication, which is the result of the development of 10. What spread? It's about sales. The content of communication in these years is much more complicated, such as the spread of brand image. It is not a simple dissemination of sales information. The communication between advertising companies and the media is completely different. It is precisely because advertising companies are regarded as communication companies, because advertising companies not only produce content that can be spread, but also become a transit point for communication. Even some communication channels are his own, which has become an inseparable mixture of advertising and communication. Due to the communication profession, some advertising companies have become marketing companies, some advertising companies have become media packaging companies, and some advertising companies have become media content manufacturers.

brand

Brand is also one of the hottest service contents of 10. What is the brand? 10 years ago, enterprises in China didn't know what was going on. They know more about famous brands. An enterprise and a product can't last long without a brand, and the brand is the core driving force for the sustainable development of the enterprise or product. 10, all entrepreneurs have realized the importance of the brand and started to feel it. All advertising companies have begun to play brand awareness cards and brand service cards. It is said that we are doing brand for the enterprise and serving the enterprise brand. Before 10, it mainly focused on sales, and after 10, it mainly focused on brands. In 10, brands became the most concerned and important service content for advertising enterprises and product enterprises.

service

Service is not a new growth force, but advertising enterprises grow into whispering content. The era of service economy has been truly reflected in production enterprises, but it is only a bud in advertising enterprises. Is service important in advertising enterprises? In this 10 year, there is a strong answer. What is customer satisfaction? This 10 year returned to the original point and repositioned. In fact, this is the truth, customer satisfaction strategy.