Local Outdoor Advertising SMEs Survival in China

Chen, Li (2007) Local Outdoor Advertising SMEs Survival in China. [Dissertation (University of Nottingham only)] (Unpublished)

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In the past 20 years, advertising has become one of the industries with unprecedented high development speed in China. The Chinese Economic Reform that was started in 1978 brought an innovative opportunity to develop Chinese economy. The boom of economy stands for the incredible fast growth of all the industries in China. As an industry which provides the service to all the other industries, advertising industry also seems will have a superior prospect. However, since advertising industry was entirely opened follow the agreement of WTO in 2005, the rivalry in this industry has become much more intensive. International advertising giants are trying to expand their territory in this high-potential market one after another. The survival of Chinese local advertising enterprises has been being threatened in current market, especially those small-scale and med-scale of enterprises. In recent two years, the growth of this industry distinctly decelerated. More and more problems appeared. The disorder of Chinese ads market was revealed.

This research aims to use the small and medium outdoor advertising enterprises in Wuhan as a representative to investigate the situation of Chinese current advertising market. Unveil the disordered market environment. Research the troubles that those local enterprises have. Explain the tendency of the competition. Discuss the interests and connection between different groups in the market. Exploit the potential of Chinese companies. Finally, formulate a strategy as a reference for Chinese small and medium local advertising enterprises to survive in the long-term contest. As local advertising enterprise is the majority in Chinese advertising market and they are possessing approximately 80% of the market share, their survival is sufficiently related to the development of this industry in China. So if the suggestions in the strategy are practical meaningful, it might help Chinese advertising industry to keep the boom in the future.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Mar 2008
Last Modified: 25 Jan 2018 07:07
URI: https://eprints.nottingham.ac.uk/id/eprint/21380

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