Competitive analysis of the advertising industry

In recent years, China's advertising not only in the number of greatly increased, but also the form of advertising is increasingly comprehensive, and constantly adopted new technical means, in the form of expression, design techniques, production sophistication, the implementation of planning and other full-service standards have made great progress. At present, China not only has television, radio, newspapers, magazines and other forms of advertising, but also news advertising, store advertising, transportation advertising, etc. are also re-active, literary advertising, mail advertising, gift advertising and commercial exhibitions, fairs and exhibitions have also begun to a larger scale on the advertising stage, while the network advertising has become a new field of development for China's advertising industry with the rapid development of the speed. In addition, outdoor advertisements such as street sign advertisements, neon light advertisements and point-of-sale advertisements are also popularized in big cities. Various directories, catalogs and brochures also play a complementary role to advertising. China's advertising activities have penetrated into all corners of urban and rural areas and thousands of households. It can be seen that advertising is ubiquitous in modern society, and at the same time, it is a way of communication that builds up a platform of exchange between manufacturers, sales channels and consumers as the receiving end. Only advertisements that are truly accepted and recognized by consumers can really play its role as an information medium and better promote consumers' purchasing behavior. From the point of view of the development of the advertising industry itself, there is a general development trend in the world advertising industry. 1. The penetration of electronic information into the advertising industry is extremely striking. It can be said that the general manifestation of this development tendency is the general promotion of the overall planning technology of advertising activities. 2. As a result of the diversification of communication media, the forms of advertising are constantly being innovated and the influence of advertising is expanding. 3. Modern advertising, more than ever before, pay more attention to the measurement of the effect of advertising and information feedback, and make the investigation activities become a kind of industry behavior. 4. Advertising activities show the trend of worldization and globalization. Undoubtedly, China's advertising industry is now in the stage of industry adjustment, the industry through the market spontaneously adjust the allocation of resources to break China's traditional advertising industry resource allocation with administrative means to intervene in the situation. And the diversification of marketing means is broken down by other marketing means. That is to say, the traditional advertising industry's market is being broken down by other marketing methods. So now the advertising industry is more closely integrated with marketing. At the same time, the advertising industry is to some extent affected by macro-control policies, including the fight against illegal advertising and so on. Finally, competition within the advertising industry has intensified, which in turn has led to constant restructuring of the industry.