What is the development prospect of advertising industry?

First, advertising companies will develop in the direction of polarization.

In other words, no matter whether it is collectivization or aircraft carrier, there are only two kinds of competitive advertising companies in the future: one is large and the other is small. Facing the knowledge economy and the Internet, the operating costs of some domestic advertising companies are too high. Therefore, it is a development trend to become an aircraft carrier on a large scale, relying on scale, relying on level and relying on talent competition. The second category is miniaturization and even personalization. With the development of communication equipment and network, such companies will have good development prospects. At present, most modest companies may have no room for development because of high operating costs.

Second, consumer behavior and consumer mentality are more complicated.

For example, the demand for quality is harsh, consumer behavior is more difficult to measure, product selection is stricter, service satisfaction is stronger, personalized consumption is more obvious, and purchase time is shorter. I think there are two trends in our future development. One is the urbanization trend. Cities account for 30% of the total market population and may be a group; The second is 70% of the rural population, which has not been effectively defined in our past advertising research. Of these two consumer groups, the stage of urbanization may indicate that China people will move from the past living state to the living state. The difference between survival and life brings us completely different thinking. Living people pursue the masses, unity and follow the trend, while living people emphasize individuality and pursue differences. This is the most important change.

Third, the formation of diversified competition in the advertising market

In the next at least five years, our competitors will change, and the most important aspect is that we will no longer be confined to the domestic market. Now many advertisers are blindly optimistic, saying that we don't need to go abroad to open up markets. The market in China is big enough, and there is enough money here. In my opinion, if you can't make money abroad or at home in the future, it may be a very severe test when we face the diversification of competitors.

Fourth, the mentality, purpose and way of enterprises using advertisements will be adjusted.

Twenty years' development has made our enterprises understand why to advertise, and also know when to advertise and when not to advertise. Advertising has both a "capable" side and a "unable" side. Between "can" and "can't", advertising has a suitable position. What should advertisers do when customers are mature and rational? Advertisers should at least keep pace with customers. Cling to the dead, and those who are not suitable will be eliminated.