Analysis of the problems existing in China's airport advertising market
First, institutional issues
Institutional problems are common problems in China's airport advertising enterprises. Most of China's airport advertising operators are self-operated models or a combination of self-management and management rights, and the degree of market specialization is generally not high. Most overseas airports separate ownership and management rights, and do not directly operate and publish advertisements themselves, but are mainly engaged in the development and management of advertising resources, and the operation and distribution are operated by professional social advertising companies.
The advantages of the integration of ownership and management rights are: first, it can realize one-stop management and service;Second, it is convenient to understand the actual needs of end customers and grasp the detailed dynamics of the marketThe third is to directly contact with end customers and grasp the initiative in business to a certain extent. Its disadvantages: First, it increases the difficulty of management;Second, it is not conducive to the adoption of new technologies and new processesThird, it is not conducive to the expansion and maintenance of customers;Fourth, it is not conducive to professional management and professional services, resulting in low efficiency and insufficient resource mining. The practice of separating ownership and management rights is mainly manifested in the implementation of the advertising system.
The advantages of the implementation of the advertising system: First, China's airport advertising enterprises will be the biggest beneficiaries. To achieve the advertising system, China's airport advertising enterprises contract advertising business through advertising companies, and do not have to directly face extremely scattered advertisers, nor do they have to undertake advertising design and production tasks, which reduces the human and material burden of China's airport advertising enterprises**Advertising costs, there is an advertising company responsible for paying, and Chinese airport advertising companies do not have to conduct credit investigations on advertisers, and do not have to bear the economic losses of advertisers' defaults, which reduces credit risks.
From the perspective of long-term development, it is conducive to advertising companies and Chinese airport advertising companies to give full play to their respective advantages, cooperate with each other and develop in a coordinated manner. Second, it is conducive to meeting the publicity goals of end customers. Advertising must pay attention to efficiency, promote sales, there is no large-scale specialized market information dissemination organization that is suitable for the market, only rely on the strength of the enterprise itself, it is difficult to achieve the actual effect of advertising;Advertising is undertaken by professional advertising companies, which often have a systematic market information dissemination organization, a large number of advertising business experts and various advertising talents, as well as sophisticated advertising production equipmentEven from the perspective of advertising costs, it is also a time-saving and money-saving move for enterprises to entrust advertising companies to their advertising business. The third is the requirements for the development of China's airport enterprises. The realization of the advertising system, the relationship between the end customer, the advertising company, and the Chinese airport advertising enterprise has been straightened out, so that the internal division of labor of the airport advertising enterprise is clear, each performs its own duties, and effectively stops the internal improper business behavior.
Second, the issue of competition
Since the reform and opening up, the competition and conflict between advertising companies and multinational advertising companies have never stopped, and China's airport advertising is no exception, facing serious challenges. One of the challenges is the competition from domestic local advertising. After several rounds of competition, the surviving brand advertising companies have accumulated sufficient talents, funds, market experience and mature technology. The competition of advertising companies is mainly the competition of the above strengths. Due to the huge development potential of the advertising industry, although many new advertising companies have sprung up every year, more often than not, a large number of advertising companies have closed down due to poor management every year. The reason for this is nothing more than the survival of the fittest"The strong"Survive. China's airport advertising companies are at a disadvantage in terms of talent, experience, technology and brand efficiency. The second challenge is to deal with the competition of strong foreign brands. Before China's accession to the WTO, many foreign-funded advertising companies had set up branches in China to participate in the competition for China's advertising market, and had demonstrated the strength of foreign-funded advertising companies in terms of talent, capital, technology, and services. According to the statistics of the China Advertising Association, seven of the top 10 advertising companies in the country in terms of revenue in 2004 were foreign-funded advertising companies, which is the most convincing example.
Before China's accession to the WTO, the advantages of foreign advertising enterprises in terms of talent, capital, technology, and services were fully revealed. After 2004, allowing foreign enterprises to set up wholly foreign-owned enterprises in China is China's service commitment after joining the WTO, so it can be **: with the entry of foreign strong brand advertising enterprises, domestic and foreign advertising enterprises in the competition for market share, emerging business and human resources and other aspects of competition will be greatly intensified, some domestic advertising enterprises with weak competitiveness will be swallowed up and eliminated. China's airport advertising companies are at a disadvantage in terms of talent, experience, planning ability, design level, brand efficiency, and management services. In the face of such a severe situation, if China's airport advertising companies do not adapt to the changes in the market and the development of the industry, they will inevitably decline or even perish in the fierce competition.
3. Management issues
Management issues are bottlenecks encountered by China's airport advertising companies. There is a widespread phenomenon of extensive management in China's airport advertising enterprises. The main manifestations are: First"Incentives"Disconnected from the competitive environment of the market. The advertising industry is a high value-added industry, the most relationship-oriented, the most face-saving, the most humane industry, its business performance is directly related to the professional quality and relationship quality of individuals, and directly related to personal efforts. Talent is the key issue, to retain talents, we must innovate in terms of employment mechanism, treatment and salary, but China's airport advertising enterprises as state-owned enterprises, there has been no new breakthrough in this aspect for many years, which leads to a serious loss of talents, the lack of talents, so that the planning ability of airport advertising enterprises, the design ability is seriously backward, and the backwardness of planning ability and design ability directly leads to the insufficient utilization and excavation of the airport, and the waste of resources is serious. Guangzhou Baiyun Airport in this aspect of the existence of more obvious cases, before 2001, the income has been maintained at about 20 million, the profit of 8 million yuan hovering, the first year after the transformation of the operating mechanism to achieve a revenue of 40 million yuan, a profit of 19 million yuan of good results. Similar situations have occurred at Beijing, Shanghai, and Shenzhen airports, as well as at other airports. According to statistics, nearly 80% of the 130 Chinese airport advertising enterprises in the country are still in a relatively simple advertising business state, mainly selling **, and the management methods and related management systems are relatively backward. The second is"Operating mechanism"Disconnected from the competitive environment of the market. In today's world, the advertising industry has changed"Comprehensive**"Further direction"Integrated information services"type, and China's advertising business is only to provide advertising design and production and simple media services"Planning-oriented, creativity-centered, comprehensive service"The concept of advertising management is far from being widely implemented and implemented in China's advertising business, especially in the airport advertising industry. Information services are only in the initial stage of understanding, and the vast majority of advertising companies do not even have market research functions. The third is"Management mechanism"Disconnected from the competitive environment of the market. At present, China's airport enterprises still adopt a management system that integrates operation and review, resulting in false advertising from time to time. At the same time, there is a lack of fair competition in the market environment, the business order is quite chaotic, China's airport advertising enterprises are not the competition of service quality and work performance, but the unfair competition in terms of power, relationship, etc., which will inevitably lead to a serious loss of state-owned assets and a huge waste of advertising resources.
Fourth, service issues
Service is a problem that Chinese airport advertising companies must face. As the managers and operators of airports, most of China's airport advertising companies have poor service awareness, inflexible service means and lack of innovative service due to monopoly operation. The main manifestations are: First, the selection and maintenance of advertisers are still relatively primitive. For China's airport advertising operations, customers are the most important, and without advertisers, there will be no advertising operations. Customers are the lifeblood of the advertising industry, China's airport advertising enterprises in the development of advertisers, strive for, selection is still relatively primitive, waiting for customers to come to the door is more common, go out less, the ability to open up the external market is relatively weak. At the same time, there is still a relatively serious bureaucracy in the maintenance of customers, making more requests, listening less, and solving fewer problems"The emperor's daughter does not worry about getting married"The style of government and business. Second, the implementation of advertising market research is still relatively sloppy. Basically, there is no special advertising market research agency for China's airport advertising operators, and it has not attracted enough attention from China's airport advertising enterprises in this regard, and the implementation of the survey results is still relatively sloppy and arbitrary, and they often rely on experience and feeling to engage in advertising activities, which is not suitable for the development of China's airport advertising industry. Third, the formulation of advertising plans is still relatively casual. China's airport advertising operators have poor planning, often because the plan cannot catch up with the changes and ignore the formulation of the plan, the arbitrariness is quite obvious, and they still stay on the experience and feeling, which is also incompatible with the development of China's airport advertising industry. Fourth, there is still a lack of ability to execute advertising. China's airport advertising agents are not perfect and accurate in the implementation of advertising, unless the main leaders supervise the case, due to the quality of personnel, environmental conditions, there are always imperfect places, customer satisfaction is not high, the degree of attention to customer satisfaction is not enough, which will inevitably affect the effect of advertising. Fifth, not enough attention is paid to the post-event evaluation, reporting and summary of advertising operations. China's airport advertising operators basically lack the post-event evaluation, reporting and summary system of advertising operations, which often leads to the same problems often occur, the good aspects are not carried forward, and the bad aspects are not corrected in time, which will inevitably affect the development of scientific and standardized airport advertising industry in China.
Fifth, planning and design issues
The planning and design level of China's airport advertising enterprises is still relatively low, and the trend of homogenization of airport advertising is becoming more and more obvious. -- Lack of imagination. Whether a commercial advertisement is imaginative or not will affect whether the advertisement is effective and whether it achieves the purpose of promoting the product. The lack of imagination is mainly manifested in: first, the advertising creativity is mediocre, and there are few big spending;The second is that advertising focuses on performance and light connotation, or blindly pursues coolness so that consumers don't know what to do;Third, there is a serious follow-up and a lack of innovation. Lack of imagination is a common problem in most airport advertisements, and there is a lack of a strong advertising slogan. To a certain extent, the more appealing and encouraging the advertising slogan, the more impressive it will leave on consumers, and the more opportunities there will be for information exchange among consumers. This also increases the circulation of commodity information and provides favorable conditions for commodity sales. A strong advertising slogan is to put forward a strong concept and proposition, which is the most convenient shortcut to convey product information. However, in the airport advertising market, advertising slogans that are not remembered still account for the vast majority. The lack of a strong advertising slogan is a common problem in most airport advertisements. - Lack of beautiful graphics. Although a commercial advertisement focuses on whether it can achieve the purpose of promoting the product, whether the picture has visual impact and artistic beauty determines the advertising effect of the advertisement to a certain extent. This is because pictures always give a more intuitive impression than words. The lack of artistic beauty is a common problem in most airport advertisements. AI assistant creation season
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