中国广告业的并购时代

本文通过对六大跨国广告集团在华并购案例的剖析，试图达到三个目的。其一，说明现阶段中国广告业的市场热点：渗透市场与终端营销、数字营销、专业营销、公关服务与信息咨询。其二，说明跨国广告集团资本运作的差异性——IPG：按兵不动，该出手时才出手；电通：谨慎合作，保持稳健成长；哈瓦斯：低调做派，掀起独资浪潮。其三，说明外资并购对中国的负面风险以及化解危局的方向——政府、行业、公司三方群策群力。

Merge and acquisition of advertising industry in China

Based on the analysis of six international advertising groups with merger and acquisition in China,this paper wants to reach following goals:to show topics in focus of China's Advertising Industry at present stage; to illustrate the differences of operation between international advertising groups in China; to interpret dangers caused by international advertising groups with merger and acquisition in China and to provide methods possibly to resolve the abovementioned dangers.