整合营销传播背景下广告产业形态的重构

在整合营销传播的全球背景下,广告的未来发展趋势将是以广告为工具整合其他营销传播手段,由此带来广告产业形态的重大改变,即由提供单一广告代理服务的广告产业走向提供广告、公关、促销、营销咨询等多元化服务的＂大广告产业＂。大广告产业要求以广告产业为核心来整合其他营销传播服务的相关领域。要承担如此重任,广告产业形态必须进行重构：首先要通过高度专业化的发展打造广告业的核心竞争力;广告公司向价值链的上游和下游扩张,完成广告产业价值链的重构;最后是综合型大型广告公司的组织结构向团队式或网络式模型的调整。

Reconstruction of Advertising Industrial Form under the Background of IMC

Under the background of IMC, the future of advertising is to use advertising as a tool to integrate other kinds of marketing communication means. This will bring a significant change to the advertising industry which is transformed from only providing advertising service to providing a wide range of services including advertising, public relations, promotions, marketing consulting and so on. We call this industrial form as ＂big advertising industry＂. The big advertising industry requires to regard the advertising industry as the core to integrate other related fields of the marketing communication services. In order to shoulder such a major responsibility, the advertising industry must be reconstructed. First of all, the core competitiveness of the advertising industry should be constructed through improving the professionalization level of advertising operation. Then, the advertising agency should be extended to the upstream and downstream of its value chain in order to reconstruct the value chain of the advertising industry. Finally, the organizational structure of the general large-scale advertising agencies should be adjusted to team organization or network organization.