WPP发展战略及其在中国的影响力研究

发布时间：2017-12-31 13:23

本文关键词：WPP发展战略及其在中国的影响力研究　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

更多相关文章： WPP 发展战略 资本运作 影响及启示

【摘要】：21世纪,经济全球化带来了资本的全球化,在日益激烈的市场竞争下,广告公司集团化成为必然的发展趋势。鉴于商业变革及社会规制演变双重环境的影响,WPP集团在市场、服务及投资方面确立了三大战略目标并迅速找准战略定位,在扩张进程中扮演着持续并购投资集团、信息技术研发商、整合营销服务商、经营管理集团四大身份角色,全面执行以市场为导向的广告代理制、新媒体技术研发、投资并购、内部管理制等战略决策,成为迅速崛起的全球广告商业巨头。WPP在快速壮大的过程中,其战略发展也是一个不断变化、发展、完善的过程：WPP的发展经营活动反映出其多种战略盈利模式,保障了其稳定的经济来源；并购战略作为WPP壮大自身的最主要手段,其并购过程体现了WPP发展从最初的规模经济向明显的范围经济的转变。这些战略行为都立足其战略规划,促成了WPP集团在竞争中的战略优势地位。随着WPP的强势扩张,中国成为WPP第三大市场,WPP在中国的发展战略引人瞩目。通过对中国广告产业发展情况分析及国内消费者洞察,WPP在中国战略的调整侧重于互联网营销、跨行业整合以及人才储备。作为拥有中国大陆子公司数量最多的国外广告集团,WPP给中国广告公司带来了巨大竞争压力和挑战的同时,其发展也成为他们纷纷学习效仿的“蓝本”,其中以蓝色光标、省广传媒、昌荣传播三大广告公司最为突出。WPP在中国的发展给中国广告产业带来了活力,但WPP在扩张过程中所带来的“文化霸权主义”却令中国广告公司的一些话语权逐渐丧失,从另一侧面也反映了我国在文化垄断等方面法律法规的空缺,这些都为中国广告产业背后的中国文化及法律政策带来了启示性的思考。企业的发展战略决定了企业的发展目标与实践,WPP集团在其战略规划下,不断完善自身管理和研究消费者需求,积极开展资本运作进行并购,通过数字营销、整合营销提供全方位的广告服务,培养起一大批长期合作的忠实客户,从而规避了传统单一的广告服务模式带来的风险,促进企业盈利的最大化。同时WPP发展战略在中国的成功也给中国广告产业带来了深刻的影响,一些大型广告公司受到WPP发展战略的影响,根据市场环境和自身特色积极开展投资并购战略和整合营销战略,走上了极具中国特色的广告集团化道路。最后,值得思考的是WPP在华发展战略所带来的重要启示：面对文化殖民和法律法规的缺失,只有通过国家、政策、行业的共同努力,才能帮助本土广告公司调整发展结构,掌握话语权,共同抵制文化殖民现象。
[Abstract]:In 21th century, economic globalization brought about the globalization of capital. In the increasingly fierce market competition, the agglomeration of advertising companies has become an inevitable development trend. WPP Group has established three strategic objectives in the market, service and investment, and quickly identified strategic positioning, which plays the role of continuous M & A investment group, information technology R & D, integrated marketing service providers in the process of expansion. Operating and management group four identity roles, the overall implementation of market-oriented advertising agency system, new media technology research and development, investment mergers and acquisitions, internal management and other strategic decisions. The strategic development of WPP, which has become a global advertising giant, is also a constant change and development in the process of rapid growth. The perfect process of development and operation of WPP reflects its various strategic profit models and ensures its stable economic source. M & A strategy is the most important means for WPP to strengthen itself. The process of M & A reflects the change of WPP development from initial scale economy to obvious scope economy. These strategic behaviors are based on its strategic planning. WPP Group contributed to the strategic advantage in the competition. With the strong expansion of WPP, China became the third largest market of WPP. The development strategy of WPP in China is remarkable. Through the analysis of the development of China's advertising industry and the insight of domestic consumers, the adjustment of WPP strategy in China focuses on Internet marketing. Cross-industry integration and talent reserve. As a foreign advertising group with the largest number of subsidiaries in mainland China, WPP has brought great competitive pressure and challenges to Chinese advertising companies. Its development has become a "blueprint" for them to learn and emulate one after another. Among them, with the blue cursor, provincial and Guangzhou media, Changrong spread the three most prominent advertising companies in China, the development of WPP has brought vitality to the Chinese advertising industry. However, the "cultural hegemonism" brought by WPP in the process of expansion has gradually lost some of the right to speak of Chinese advertising companies, which also reflects the lack of laws and regulations in China's cultural monopoly from the other side. All these bring enlightening thinking to the Chinese culture and legal policy behind the Chinese advertising industry. The development strategy of enterprises determines the development goal and practice of WPP Group under its strategic planning. Constantly improve their own management and research consumer needs, actively carry out capital operations for mergers and acquisitions, through digital marketing, integrated marketing to provide comprehensive advertising services, cultivate a large number of long-term cooperation of loyal customers. Thus avoiding the risk brought by the traditional single advertising service mode and promoting the maximization of enterprise profits. Meanwhile, the success of WPP development strategy in China has also brought a profound impact on the Chinese advertising industry. Under the influence of WPP development strategy, some large advertising companies actively carry out investment merger strategy and integrated marketing strategy according to the market environment and their own characteristics. Finally, it is worth thinking about the important enlightenment brought by the development strategy of WPP in China: facing the cultural colonization and the lack of laws and regulations, only through the country, policy. The joint efforts of the industry can help local advertising companies adjust their development structure, master the right to speak, and resist cultural colonization.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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