中国本土广告公司核心竞争力的消解与建构

摘要

As the changes of marketing communication environment and the successful implementation of international advertising group′s localization strategy , local advertising agencies′core competitiveness are gradually being digested . Business transformation and management innovation become very important about local advertising agency development in the new era .This paper focuses on the current situation and causes of the digestion of local advertising agencies ′core competitiveness in China , and puts forward the strategies to enhance the core competitiveness of local advertising agen -cies from the dual dimension of business restructuring and management innovation .%随着企业营销传播环境的变化以及国际广告集团本土化战略的成功实施，本土广告公司的核心竞争力正在逐渐被消解，经营业务转型与管理创新成为新时期本土广告公司发展的重要关键词。本文重点分析了我国本土广告公司核心竞争力消解的现状及其深层原因，并从业务重构与管理创新的双重维度提出了本土广告公司核心竞争力提升的策略。