中国广告产业的战略转型与产业核心竞争力的提升

本文运用核心竞争力理论，具体阐述了广告产业核心竞争力的内涵，通过对当前中国广告产业转型问题的深入剖析，提出广告公司经营的“泛专业化”和主营业务的“模糊化”，正严重消解中国广告产业的核心竞争力。作者在比照全球广告产业两次重大升级的基础上，指出中国广告产业的转型是广告产业可持续发展的战略必需，转型的核心和目标就是以广告产业为主导整合营销传播的相关领域，转型的实现途径是通过广告公司价值链的集聚和张大，提升广告产业的核心竞争力。

Strategic transformation of advertising industry and reconstruction of the core competitiveness in China

In this paper,the author specifically elaborates connotation of the core competitiveness and advertising industry core competitiveness by the use of core competence theory.Through in-depth analysis about the current transformation problem of China's advertising industry,the author puts forward that pan-specialization of the advertising agency operating and fuzzy of the main business are seriously removing the core competitiveness of China's advertising industry.In according to two significant promotion of t...