How about advertising?

First, the rapidly developing advertising industry.

1. The advertising industry has a broad market development prospect in China.

With China's entry into WTO and the continuous development of domestic market economy, China market will be further opened, which will create many business opportunities, and the next decade will be the "golden decade" of China's economic development. Due to the opening of the market, the fierce competition in the market will inevitably increase day by day. Enterprises increasingly need the help of "outside brain" in development decision-making, product production, development and sales, marketing, advertising and brand planning, which provides great opportunities for advertising companies to intervene and develop. Advertising is also one of the top ten industries with the most development momentum in the next decade.

2, the investment is small and the effect is quick.

Compared with other industries, advertising companies belong to industries with small investment and quick results. Because the advertising company belongs to the service industry, it is only a service industry with high IQ. The main investment is the initial investment at start-up. The biggest operating expenses are office space rent and staff salaries, followed by publicity and business entertainment expenses. In China, the advertising tax is not high, and the business tax is generally around 8%.

At present, there is no industry standard for the fees in the advertising industry, but the agency fee of a powerful advertising company is generally 10% of the advertiser's advertising fee (the national regulation is 15%). For example, doing a market survey usually costs at least 500-65438+ 10,000 yuan at present. Of course, it also depends on the difficulty and the size of the market research area. A marketing plan is usually not less than 5% of the total cost (lower limit). In fact, there is basically no uniform standard for the fees charged by advertising companies. High visibility, good service, good professional quality of personnel, and relatively high fees. Sometimes the implementation of the plan needs to send the personnel of the advertising company to help guide the customer to implement the plan in the client company until the whole plan is completed, so the service fee is relatively high.

General situation of advertising industry at present

1, basic situation

Judging from the historical development process, the advertising industry in China has experienced three stages: embryonic stage, turning stage and synchronization, and is currently in the industrial growth stage. It can be said that the advertising industry in China is a new industry with great growth and promotion potential. In the future, the growth rate of China's advertising industry will not only exceed the growth rate of international advertising industry, but also exceed the growth rate of China's economy, thus becoming a "sunshine industry" attracting investors. On the one hand, we can use other companies to speed up our own progress and broaden the road for business development, on the other hand, we can reduce the exploration stage and improve the success rate.

2. The structural performance of the current advertising industry.

3. The basic activities of the advertising industry at present

At present, the basic activities of advertising industry include market analysis, marketing planning, brand planning, advertising creativity, media analysis and so on. These processes are the processes that advertising companies create value.

4. According to the survey data, the top ten advertising companies in China are basically joint venture advertising companies (international 4A), and there is only one local advertising company: Shi Sheng Great Wall International Advertising Co., Ltd., McCann Guangming Advertising, Zhiwei Thomson Overseas Chinese Advertising, Ogilvy & Mather (Shanghai) Advertising, Shanghai Jingxin Advertising, Delta High Advertising, Leo Boehner (Shanghai) Advertising, Yuedong Advertising, Shanghai Advertising and Shanghai Lingshi Advertising.

Third, the market demand analysis

1, advertiser analysis

Advertisers are the buyers of advertisements, that is, advertisers. They hope to improve the visibility and reputation of enterprises through advertising, shape a unique corporate image, and improve corporate performance and market share. In addition, with China's entry into WTO, consumers' brand awareness is enhanced and market competition is intensified. Advertisers have become more and more aware of the importance of brands, which has promoted the change of their concepts, so professional brand management and communication companies will be more popular.

2. Geographical distribution

The advertising industry is mainly concentrated in developed industrial and commercial areas. In the mainland market, Beijing, Shanghai and Guangdong spend the most on advertising. Among the top ten national newspaper advertising revenues, there are 9 in Beijing, among which Guangdong has the largest amount of over 100 million, with 7 * * *, followed by Shanghai with 5 * * *. As one of the most developed industrial and commercial areas in China, Guangdong's gross national product accounts for a large proportion of the gross national product, and its export volume is 65,438+0/3 of the whole country. Many large domestic enterprises are Guangdong enterprises or have branches in Guangdong. These enterprises, such as household appliances, electrical appliances, clothing, building materials, daily chemical enterprises, health food and so on. , one of the enterprises with the largest advertising volume, provides a positive platform for the development of the advertising industry and promotes its development. However, like other developing provinces, with the development of WTO and market, they will also become the reserve force and a new force that cannot be ignored in the advertising market. While developing customers in developed areas, we should also pay attention to developing new enterprises, which may become big customers.

3. Industry demand and market structure

A, among advertisements from all walks of life, medical and health care products are still the biggest advertisers, and the advertising cost of health care products and vitamins alone is close to 9 billion yuan, equivalent to 12.5% of the whole market. In addition, real estate, communication equipment and daily necessities have correspondingly become the key industries of advertising companies. Secondly, leading brands in some industries have become the targets of advertising companies. The output of the top 20 enterprises in the beverage industry accounts for more than 40% of the same industry in China, and the market share of the top ten brands of household appliances in China exceeds 80%. It can be seen that whoever can seize the leading brand will seize the national market. This topic is not our goal at present, but from the perspective of long-term planning, it should be formulated as our long-term planning. According to a survey conducted by AC Nielsen International Media Research Headquarters, the top ten products with the largest advertising investment in China are domestic brands, and the international brand Coca-Cola ranks 20th. Therefore, domestic customers are still the main target.

B, because the advertising industry is a labor-intensive service industry, the required funds are not large, and the entry threshold is not high. By 200 1, the number of advertising companies will increase to 70747, with an annual growth rate of 10%. The turnover increased from10.80 billion yuan in 1999 to 86 1 0 billion yuan in 2000, with an average annual growth rate of 23%, much higher than the growth rate of GDP. Among the top ten domestic advertising turnover, the top five are international 4A, while local 4A is gradually rising. Although China's advertising industry is in the growth stage and the competition is fierce, its future development direction will go to extremes: maximum or minimum, and integration and specialization coexist. As far as the overall market is concerned, we can divide the current market competitors from the comprehensive degree and professional degree. Comprehensive large-scale advertising companies have a stable position because of their large scale, wide business scope, large market share; Professional advertising companies, such as market research, film and television production, consulting and planning, brand management, etc., have advantages in market segments and can survive, while small ones will be difficult to survive, while specialized ones will gradually be merged by large comprehensive companies and gradually fade out of the market due to market development and gradual integration.

C At present, the top ten media advertisements in China are health care products and vitamins, Chinese patent medicine (OTC), cough/cold medicine, real estate, alcohol, skin care products, communication equipment and services, mobile phones and services, clothing, shampoo/hair care products, etc.

4. Demand forecast

According to the research of AC Nielsen data, the advertising expenditure of China Mainland still maintained the largest share in the Asia-Pacific region last year, with the total advertising expenditure reaching 86,654.38 billion yuan, ranking fourth in the world and being the largest advertising market in Asia. In the first quarter of 2000, it reached 20 billion yuan, an increase of 17.5% over the same period in 1999, accounting for only 0.96% of GDP, which is far from the 5%-7% in developed countries. According to the market situation in China, the GDP is increasing every year. With the average annual growth rate of China advertising market 10%, the advertising industry in China will reach the level of developed countries in the next 35 years. By then, the market scale will reach 2.4196 billion yuan, which is unparalleled in the world except the United States.

At any time, the biggest customers of the advertising industry mainly come from pillar industries and current hot industries, such as real estate and automobiles. Emerging industries, such as networks; Growth and prominent industries, such as electrical appliances and their accessories, building materials industry; Core industries, such as banking, securities and other key industries. Therefore, at this stage, the market of China's entry into WTO is constantly open, so we should pay special attention to the trends of automobile, bank, securities company, telecommunications and other industries. With the fierce competition in these industries, their advertising business will expand rapidly.

5. Business development methods

Business is the foundation of the company's development. Business is the basis for the survival and development of advertising companies. Whether there is any business will affect the normal operation of the company, and the development of business depends largely on the development of customers. Advertising companies have their own particularity, and customer development has its own special side. There are the following strategies:

(1), understand the advertising rules of all walks of life, and develop customers according to the rules;

(2) Establish brand spokespersons and industry authorities in the company as spokespersons of the company, because this is often the main means to attract large customers;

(3), using existing resources, combined with their own strengths and advantages, do a good job in the relationship with the industry, boasting that it is not as good as others;

(4) Cooperate with social organizations related to the company's business, recommend by friends from all sides, expand popularity, and participate in industry competitions;

(5) Cooperation with government agencies and various media;

(6) Improve and motivate the quality of business personnel, train each AE into a market expert and a master of communication, be good at developing customers in the market competition, and let each AE know who are the customers of the company, where the customers are, how to find them and how to convince them after finding them;

(7), in their own publicity, through the four major media publicity, using the media network to urge customers to automatically come to seek cooperation;

(8) Cooperate with business sources and do a good job in customer file management and customer service;

6. Management and strategy

The business strategy of advertising companies is particularly important because they do not produce tangible products, which is mainly reflected in the following aspects:

(1), formulate feasible business objectives and positioning, and formulate effective business development methods;

(2) Ensure that the company's strategies and plans can be determined and implemented;

(3) Participate in industry competitions and other related activities, improve the company's visibility and business level, and increase the number of partners and industry contacts;

(4) Establish the company image and improve the publicity and advertising effect of the company itself;

(5), improve the professional quality of the company's professionals, and constantly explore new customers and new business;

(6) Strengthen business contact and strategic support with cooperative customers;

(7) When dealing with finance, we should handle the relationship between the accounts of high-tax items and the invoices on the account books, and handle the billing issues;

(8), the financial department should improve the recovery rate of accounts receivable, reduce the expected rate of accounts receivable, beware of bad debts;

(9), competitors, understand the basic dynamics of the market and customer business and development strategy related to the market situation;

(10), implement various management systems, formulate business personnel management systems, and strengthen professional training for on-the-job employees;

7. Company management

As a service industry with small investment and quick results, the particularity of advertising company determines that the management of the company is particularly important. The management of advertising companies is mainly reflected in the following aspects:

(1), personnel management

Human resources are the most fundamental resources of advertising companies. Because of its particularity, the mobility of advertising companies is relatively large. How to manage every employee and retain talents is the foundation of the company's development;

A, making an effective salary system is the motivation to motivate employees to complete their work tasks and goals, and a fair and reasonable salary and commission system is the premise to win talents and promote the company's development;

B, a good staff training system

Company personnel training is the best way to improve and increase the cohesion of employees, and it is also an important way to accelerate the development of the company. The key to talent training in advertising companies is the renewal and flexible application of professional knowledge.

C, a good company culture is one of the important ways to close the distance between employees and improve the cohesion of employees;

(2) Business management

Advertising companies belong to the service industry, and whether they have customers is fundamental to their survival and development.

A, do a good job of collecting information from all walks of life, pay attention to cultivating the ability of each customer service staff, so that they are good at finding customers in the fierce market competition;

B, do a good job in customer file management, and the personnel information of each customer must be reported for the record to prevent direct economic losses or unnecessary losses caused by staff turnover, which will affect the company's image and reputation and the company's customer service quality;

(3), financial management

Due to the frequent business accounts of advertising companies, the financial department should make detailed accounting for each account receivable, handle high-tax items well, prevent bad debts, submit monthly, quarterly and annual financial statements for the supervisor and company leaders to review, do a good job in financial revenue and expenditure, analyze income, cost, profit and capital utilization, and implement the system of manager signature and numbering, and manage by special personnel.

(4) Establish an emergency response team or special team.

Team members are composed of department heads and elites, whose function is to equip with sufficient manpower and material resources, and implement them in time when business happens to ensure efficiency. Because the advertising company's business source and launch time are sometimes sudden, the establishment of the group is mainly to formulate effective strategies in time to produce effects and benefits in the face of such emergencies, which is also one of the main means to ensure the effective development of new customers and good service for old customers; The emergency response team lays a foundation for setting up a task force for future business development, provides experience and conditions, is conducive to the company's business development and creation, and creates conditions for the company to lead in the same industry.

8, business risks and countermeasures

(1), industry risk

Although advertising companies are industries with small investment and quick results, there are risks in any industry, and the business risks of advertising companies are mainly manifested in companies with better strength; Some peers with poor service quality and poor means make customers have a negative impact on advertising companies; There are also new management consulting service companies to pay attention to. Their specialty in some special projects will make customers interested in them, and they are also big competitors.

Countermeasures: formulate strategies suitable for the company's current development in the corresponding period; Give play to the advantages and strengths in the company's advantageous projects; Prudent financial management, reduce business risks, deal with books and other issues, and try to reduce operating costs.

(2) Market risk

The advertising industry has developed in China for a long time, and the market risks it faces mainly come from competitors. At present, there are 28 4A local companies in Guangzhou, especially 4A companies, all over Beijing, Shanghai, Shenzhen and Guangzhou.

Countermeasures: Grasp the market opportunity and its own advantages, use advanced management mode and operation mode, create its own unique style, strengthen the company's corporate image and CI strategy, and establish its own service level and reputation.

(3) Managing risks

Mainly reflected in the management of personnel, because the personnel of advertising companies are all high-quality knowledge-based and technical talents with distinct and unique personalities, which will be difficult to manage; In addition, some people have detailed information about the company and customers, such as high turnover rate, which is not good for the company.

Advertising companies are places where all kinds of talents gather. Without professionals, there will be no competitiveness and advantages, because professionals are the wealth of advertising companies, and the products of advertising companies are intangible. This thing was invisible before many planning schemes and promotion strategies were implemented. The advantage of advertising companies is to turn intangible into tangible. With this, they can survive. Therefore, having a certain number of talents is the key to survival and success.

9. Others

As a service provider, the business strategy of an advertising company is not static, but as a new advertising company, its development still needs the following points:

(1), based on the local market, do enough local articles, as long as it can promote the development and growth of the company on the basis of maintaining its survival;

(2) Being prepared for danger in times of peace, as a new company, it should not only provide traditional services, but also act as an agent for large enterprises, which is the foundation of the company's strength and long-term development;

(3) Advertising companies need talents with comprehensive qualities. The first consideration is the professional quality, ability and experience of employees, and everything else is secondary. Incorporating their service concept will make the company develop rapidly.

(4) The establishment of the company website not only standardizes the company's market operation, but also reflects the company's image and strength.