摘要
随着我国经济的高速发展及广告市场的进一步对外开放,中国本土民营中小型广
告公司面临着严峻的挑战。民营中小型广告公司要在激烈的市场竞争中生存并发展,
必须在自身品牌建设与经营上下功夫来迎接市场的挑战。
当前,中国广告企业自身品牌建设方面普遍存在的问题是没有一个统一的、成熟
的模式,尤其民营中小型广告公司的品牌建设更是困难重重。
本文以品牌建设的相关理论为指导,运用SWOT分析方法,釆用问卷调查等实地调
查方法,对上海SP广告公司的品牌建设现状进行了比较深入的研究。通过研究认为目
前上海SP广告公司员工品牌意识薄弱、品牌建设须进一步加强。上海SP广告公司的
品牌建设具有较强的区域性。整体来说,上海SP广告公司品牌建设完全处于初级阶
段,没有产生相应的品牌效应。为完善上海SP广告公司的品牌建设,本文尝试性地提
出相应的对策和建议:(1)上海SP广告公司的品牌需明确定位;(2)通过品牌文
化、产品创意、品味效应等方面的建设,进一步提升上海SP广告公司的品牌核心竞争
力’ (3〉进一步对上海SP广告公司的品牌形象进行建设和推广。这些策略对于类似
的民营中小型广告公司品牌建设,具有一定的借鉴作用。
关键词:品牌;品牌建设;品牌文化

Abstract

With the extraordinary growth of economy and further opening-up of advertising market,

in China, self-owned advertising agencies in small or medium size are facing a series of

severe challengers. Only with a highly attention on building and managing their own brands,

can these agencies be survived in the fierce competition and develop themselves into large

scales.

Currently, most of the Chinese advertising agencies are lack of a mature mode of self

brand building, what makes business development become difficult, especially for small or

medium sized, private agencies.

This article studies the current situation of Shanghai SP advertising company on the

bases of brand construction theory, SWOT analysis method, customer questionnaire survey

and on-site investigation, and finds that the staff lack brand awareness of their own company,

and that band building of SP advertising agency is a must in the future strategy of the

company. Also, Shanghai SP advertising company has a strong influence in limited regional,

and this becomes another weakness in nowadays development of this company. Overall,

Shanghai SP advertising company is still in the primary stage of its brand building without

strong branding effect. In order to solve the problems mentioned before and help the company

to build the brand, this article attempts to put forward corresponding countermeasures and

suggestions as following: (1) Find a clear and reasonable brand positioning. (2) Upgrade the

competition capability of SP company by establishing brand culture, improving creative

works and arising branding effect. (3) Further build and communicate Shanghai SP,s brand

image. All these suggestions also have reference values for other small or medium sized

advertising agencies to realize their own brand building.

Keywords: Brand; Brand building; Brand culture