In recent years, China's public relations and advertising industries have maintained rapid growth, and the total market volume has been expanding. Correspondingly, a number of enterprises have achieved a successful leap from small to large, and are advancing to 100 million yuan. However, if our enterprises still focus on output and scale, they will enter a development misunderstanding and a vicious circle. For example, the publishing and writing of advertorials, which account for the largest proportion in the public relations industry, are experiencing the game between development scale and innovation.

Behind closed doors, crises ebb and flow

China has the largest PR industry in the world, but it has never been listed as a powerful country. The rising cost of media interview and wage will also bring a new round of impact to the public relations industry. As the enterprises published by advertorials still have no core competitive advantages, the price war is breaking out constantly, and the profits of enterprises are becoming more and more difficult, and even the situation of loss once appeared. The independent innovation ability is not strong. The biggest problem for public relations enterprises is to build a diversified and earthquake-resistant industrial structure and to adapt to the surplus era of organizational management reform.

Take the pace of innovation, should rise to the road

Innovation is the constant driving force of enterprise development, and the adjustment of industrial structure is a part of innovation. There are also different stages in the development of enterprises. Take Chaowen Tong as an example. When the whole industry is worried about the single sales model of advertorial promotion and advertising, However, after five years of adjustment period, in 2010, the market performance of the company achieved great profits by relying on its advertorial publishing, online marketing, newspaper online advertising, media invitation for press conferences, word-of-mouth monitoring and crisis public relations. The arrival of the Internet era provides opportunities for Zhaomitong, and Zhaomitong also seized this opportunity from the single advertorial release, promotion, writing to newspaper advertising network agency and advertising throughout.

Through its own innovation has a unique competitiveness in the strong public relations advertising market. Advertorial release through train business has put the user experience in a more important position; Later, the advertising agency has pushed this concept to the extreme. Through the open source platform concept, the interactive function of corporate press releases has been promoted to a user's choice of media level, bringing a bright spot to the public relations and advertising market in 2011. What's more, the media invitation and interview hotline of Zhaomitong has achieved a breakthrough in face-to-face and close communication between enterprises and the media. Above, it can also be seen that innovation has become the gene of the development of Zhaomun, which will accelerate the speed of the quantitative to qualitative change of the performance of Zhaomun in the domestic market.

Enterprise innovation is of great significance and should not be despised

Lu Zhibo, deputy secretary-general of China Electronic Chamber of Commerce and a famous marketing expert, said that when an enterprise develops to a certain scale, the inherent management mode will become the bottleneck affecting the further development of the enterprise, and there are two major driving forces supporting the long-term and healthy development of an enterprise: one is the technological innovation ability of the enterprise, the other is the brand influence of the enterprise. If public relations enterprises cannot fundamentally reflect on their strategic development ideas and management mechanism, expand and expand their development vision, but still indulge in the numerical illusion of industrial scale and sales scale, in order to achieve the ideal state of "lasting", they should establish and strengthen the competitive consciousness of core technology and core products, and attach importance to the coordination and promotion of innovation and marketing.

Sales expert Lu Zhibo believes that the demand of China's public relations and advertising market has created the changeable pattern of China's market. The expansion of scale cannot cover up the problems in innovation and sales, and the market opportunities and innovative ideas of every time are the same truth.