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近年来.国际上不断出现大企业并购.中小企业重组改建的现象,如汽车业.便是最明显的例子之一。广告业也同样,进行着所谓“大换班”的机构重组。从我们不时听到的“××广告公司组建.××广告集团收购了××广告集团的席位,排名为第×”之类的新闻.便可证明这一点。对于广告公司来说.当广告主的商品和广告在世界上扩大了影响,同时又站稳了脚跟.强化了服务.那么这个公司也就获得了知名度。商品和广告是没有国界的.那些被称作“代理巨头”遍布全球的大广告公司.他们为广告主开展的“品牌争夺战”.实际上就是该广告公司与它各国分公司一起进行的一场全球性广告大战。为了获得名牌的广告业务.原来是竞争对手的伙伴.本该是敌对的广告公司同行,现在联手组成了合并的公司。而本土广告公司的广告主也需要在国外广告进入的同时来构建其世界影响.广告公司与广告主的利益是一致的。
In recent years, the international mergers and acquisitions of large enterprises have continued to emerge. The phenomenon of reorganization of small and medium-sized enterprises, such as the automobile industry, is one of the most obvious examples. The same is true of the advertising industry, with the so-called “big shift” restructuring. From what we hear from time to time, “× × advertising company set up. × × advertising group acquired × × advertising group seats, ranked No. ×” like the news can prove it. For advertisers, the company gained visibility as advertisers’ merchandise and ads expanded in the world while gaining ground and strengthening services. There is no border between goods and advertisements, which are known as “big names” of big advertising agencies all over the world. “The brand battle for advertisers” is actually the cooperation between the advertising agency and its national subsidiaries A global advertising war together. In order to obtain a brand name advertising business, it turned out to be a competitor’s partner, which would have been a rival advertising company and now partnered to form a combined company. The advertisers of local advertising companies also need to build their world influence while advertising abroad, and the interests of advertising agencies and advertisers are the same.