[1]陈思达.“互联网+”背景下广告公司的发展对策[J].福建工程学院学报,2016,14(05):423-427.[doi:10.3969/j.issn.1672-4348.2016.05.004]
　Chen Sida.The development strategy of advertising companies in the background of “Internet+”[J].Journal of FuJian University of Technology,2016,14(05):423-427.[doi:10.3969/j.issn.1672-4348.2016.05.004]
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“互联网+”背景下广告公司的发展对策()
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《福建工程学院学报》[ISSN:2097-3853/CN:35-1351/Z]

卷:
第14卷
期数:
2016年05期
页码:
423-427
栏目:
出版日期:
2016-10-25

文章信息/Info

Title:
The development strategy of advertising companies in the background of “Internet+”
作者:
陈思达
中国传媒大学 广告学院
Author(s):
Chen Sida
Advertising School， Communication University of China
关键词:
互联网+;  互联网思维;  广告公司;  战略转型;  发展对策
Keywords:
internet+;  thinking in the internet;  advertising company;  strategic transition;  development strategy
分类号:
F713.8
DOI:
10.3969/j.issn.1672-4348.2016.05.004
文献标志码:
A
摘要:
在“互联网+”背景下，传统广告公司面临多种困境与挑战。广告公司的升级转型要准确地洞察行业的发展趋势，把握不变和变的辩证关系。不变的需要坚持，变化的则进行针对性的调整。不变之道主要是广告公司传播的本质和营销的功能，创意的价值，重视对人性和趋势的洞察，一些经典理论的有效性。应变之道主要有广告公司要有互联网思维，广告行业格局和业务范围会进一步调整和转变，资本化运作成为广告公司发展的重要驱动力，新技术和新工具的学习和应用。
Abstract:
In the background of “Internet +”, the traditional advertising companies are faced with diversified strangles and challenges. The upgrading and transition of the companies requires that the companies grasp the development tendency of the field and the dialectical relationship between the variable (factors) and the constant (factors) so as to keep on the constant and to cater to the changes. The constant factors include the transmission nature and the marketing function of the advertising companies, the value of creation， and the insight into human nature and the effectiveness of classical theories, whereas the changing tendency covers thinking in the internet, transformation in the advertising field lattice and business scope, capital operation and the learning and application of new technology and new means.

参考文献/References:

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[6] 联投传媒.我国广告行业营业额已突破5,000 亿元[EB/OL]. 2015-10-28.http://www.hbuiad.com/show/53.html.
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更新日期/Last Update: 2016-10-25