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摘要：With the wave of China's WTO accession, media buying companies increasing scale of business more and more widely, even to the media, advertisers and advertising agencies throughout the production chain have had a significant impact. Media buying agency media advertising company as a result of the monitoring of professional firms put to him a greater advantage to play out, need to conduct their business in depth. This step by step from the three professional media buying the company's operating countermeasures research. The first part, first, the development of professional media buying company background and impact analysis; the second part,
More influential overseas professional media buying companies Mindshare and CMX example, the professional media buying company's operating principles and operating characteristics analysis; the third part, from the advertisers (clients), media and advertising companies to proceed, with professional media buying company's management strategy. This paper argues that the policy constraints and the trend of economic development makes the professional media buying company in the advertising industry will become increasingly important role. In order to prevent media buyout phenomena, and a media buying company must consider the long-term strategic goals, to assume the responsibilities of agency coordination, adjustment of professional integrated marketing strategies for more effective operating strategy.