2019 Summer Advertising Company's Market Research Social Practice Report

In the summer of 2019, with the help of a high school teacher, I worked as an intern at a local advertising company. During the period, I was aware of the shortcomings and shortcomings of the local advertising company's operating model. What you see and feel is depicted below.

The name of the advertising company I am in is: Fengri Huizhi·Art Design Co., Ltd. As for the name is a bit awkward, probably the front is like the name of the studio plus "co., Ltd." a few words, it is not elegant to go there. It was only after the boss did the business of the administrative department that it was the reason why the boss had to register the company with heavy taxes every year. The company is also an important brand: Coca-Cola, Qiaqiaguazi, Mengniu··. Making an external billboard for these brands - this is what I realized a few days after I worked.

A small production company like this is also nicknamed "Art Design Co., Ltd.", which is indeed a big blow to me. I have been studying for two years and I am here to realize that art design is so bad and it is very lost.

But this company is very good locally - there are six computers.

After working in the company for more than 20 days, I realized that I was wasting my time, and I explained the meaning to the boss and left.

The above is the background outline of this book called Fengri Huizhi·Art Design Co., Ltd.

Remember [first day]

It was a big rain on the day I just went. It should be said that it is a heavy rain. The company is far from my home and it takes half an hour to ride. I was looking for it while I was inquiring.

The boss is a young "lady", but it is already thirty. Call me in, I saw a few "girls" are mostly ages like me.

Chatting with the boss in the morning, talking about his preparation for a secondary school design school---he hopes that I will give him a countermeasure. I told him a story: When I was in the school, I saw a part-time tabloid at the school. I went to Yangjiaping in Chongqing to apply. The result was an intermediary company. When I met, I boasted about how to make money. Take out a dozen registration forms and let us see and come up with a work list filled with the salary required for the job. Let us pay the registration fee of one hundred yuan first, and tell us to open the receipt. When we were young and ignorant, we gave the money to others. We then followed a person and turned to a business building, saying that it was this company. I am hiring, the boss is very polite, let us hand in two photos and a copy of the ID card, and then let us pay 400 yuan in insurance. ····· can also guess below.

Talking about the above experience----I told him a principle of doing business in business----the threshold effect.

A crap, let the boss convinced.

The boss said that he came to work in the afternoon.

Remember [the fourth five six seven eight days]

I did a few things during the period:

One is the storefront signboard of the “Yijia Network Club”. Later, it was learned that this brand did quite failed. The effect after printing was completely different from the effect displayed on the computer. The technique I like to reconcile color is obviously not feasible on the signboard. Looking far away, a signboard is a color.

Later, I made external advertisements, newspaper advertisements, logo designs for the school that the company did.···

Finally, I made a corporate leaflet for Dong A Jinhua Iron and Steel Company. This is a big project in this company. One stamp is more than XX.···I will talk about this “big project”.

Remember [the secret of success]

This big project is two pages/four sides. It was the day when I drove to Dongya to talk to the owner of Jinhua. This is not the point. The key is that the boss in the boss’s car asked me what I thought about the company.

What the advertising company should be, there is already a prototype in my mind. The reference is a company in Beijing. In the past two years, the company has developed rapidly. It is --- morning design. /

I have been paying attention to this company for a long time. I was curious at the beginning, because I have a blog on Sina. The official blog in the morning is also in Sina. I often go shopping and see some words written by my boss Wei Lai, summing up the shortcomings and development of the Chinese design industry. a lot of. Http://blog.sina.com.cn/zaochen. Now in the morning, a new book, "The Morning of the Times," is published. The CEO Wei Lai also wrote his new book "Design Password" on the blog, and passed down all kinds of experience gained from the design industry.

Reference

1) The lack of advertising companies in the local market is the core competitive element of design----talent. Design is mental work, and the amount of resources required for labor is not the number of people but the design level of each person and the overall competitiveness of the team.

2) In addition, the local advertising “company” lacks strict corporate establishment. A boss is both a salesman and a creative director and the artistic director of the company. There is simply no time to manage the design. He spends most of his time negotiating and pulling relationships. It is okay to have no system for a period of time, but in the long run, I don’t think there will be much development or progress in this company.

3) It is recommended to pay attention to market trends. The development direction of the design must be the collapse and annexation of small and medium-sized companies in the industry, the rise and monopoly of large companies, and more and more companies engaged in the high-end design industry. Corporate brand strategy and cultural strategy are an important fulcrum of design, and the normative and operability of design is getting stronger and stronger.

4) Don't be hungry. My company is getting deeper and deeper in this kind of low-end production, and gradually loses the industrial attributes of the design. This makes me feel sad. Some design companies are very picky on the customer side. But the old old said. The value of the design is not how much I profit for the design company, but how much road I have opened up for the company. In my opinion, as in Maslow's demand theory, when basic survival and development needs are met, then profit is just added value.

------- The above is the main content and later summary of my conversation with the boss on the way.

Remember [two roads]

What is the design...?
Does the design company only design?···?

In my opinion, it is difficult for small and medium-sized design companies to grow and develop if they rely solely on the labor income of the design itself.

Design is not pure art.

Design companies also need to manage and operate.

This morning design also gave us a good case.

The combination of the company's management and the cultivation of talents, training and building design stars while the company grows and develops, is the success of these talents to create the morning design, and also to design and build themselves in the morning. The professionalism of the company has enabled the studios of the three individuals to grow and develop. The company adopts a coalition system, and each designer is trained as a partner in the morning design. Create a design brand under the balanced distribution of interests----the morning design.

There are similar groups in the local area----the design of the starting point of Liaocheng. It is a teacher of Liaocheng University and his apprentices who jointly manage them. They mainly contract local real estate projects in Liaocheng, from pre-planning to external publicity, from the promotion of various media carriers to the sale of later buildings. Service is a one-stop.