企业的生存是和整个大环境相关的。要在上海做广告,必须先要了解上海的市场,上海的文化背景、人文环境和社会环境,这样才可以找到商业契机。上海广告离不开上海本身的特色。“好肉长在骨头上”,上海不在骨头上,而是在边缘;上海是沿海地区,交通便利,国内外四面八方的人汇聚于此。地理决定了历史,各地人的文化差异,所以很杂,但也很容易吸收外来的东西。尽管地域有限,但心理空间大,互相融合、碰撞就产生了火花。产生贫富,产生快慢、大小、高低、冷热的互动。上海的民营资本比较弱小,国有资本不太具有“民性”,能够整合的大资产不多,有的已经融合到国际大环境中。上海的企业正处在转型时期,有些甚至已经倒闭。大部分企业在这期间正处于资本积累的原始阶段,不规范的市场 The survival of an enterprise is related to the entire environment. To advertise in Shanghai, we must first understand the market in Shanghai, Shanghai’s cultural background, cultural environment and social environment, so as to find a business opportunity. Shanghai advertising is inseparable from the characteristics of Shanghai itself. “Good meat grows on the bones”, Shanghai is not on the bones, but on the edge; Shanghai is a coastal area with convenient transportation and people from all over the world gather here. Geography determines the history, cultural differences among people everywhere, so it is complicated, but it is also very easy to absorb foreign things. Although the geographical area is limited, but the psychological space, integration, collisions sparked. Produce the rich and the poor, produce speed, size, height, hot and cold interaction. The private capital in Shanghai is relatively weak and the state-owned capital does not have a “civilian character.” There are not many big assets that can be integrated, and some have merged into the international environment. Shanghai’s enterprises are in the transitional period and some have even been closed down. Most of the enterprises are in the primitive stage of capital accumulation during this period, and they do not regulate the market