经过改革开放后二十多年来的快速发展，中国的广告业正因为企业主品牌经营的 转型而呈现蓬勃之势，作为其中重要参与者的跨国4A广告公司之一的麦肯，却并没 有展现出于这波红利趋同的发展之势，同行业的竞争、其他行业的侵入都对麦肯中国 的经营发起挑战，而这一挑战背后隐藏着其面临的生态变化，使得公司经营和发展存 在不确定性，亟待从公司定位出发，去构筑相应解决之道。 本论文以麦肯光明广告公司为研究对象，通过生态位理论视角与定位理论结合， 系统性的分析了麦肯光明广告公司的市场定位与品牌定位问题，并重点运用波特五力 模型分析了产业链中环境形势，识别麦肯光明广告公司生态位正面临的经营风险；借 助生态位中对资源逻辑的思考，为其找到新的市场细分机会，并确立了“创意型品牌 战略咨询公司”的市场新定位，助力麦肯业务从“品牌传播”向“品牌战略”延伸， 拓宽了生态位宽度，从而摆脱困顿；并通过新的品牌定位语，即“帮品牌构筑生意与 创意”，向品牌主传递其定位重整后的新价值，结合产品、技术、人事及形象四个关 键要素上给出的升级方向与优化原则，最终为麦肯光明提供整套的定位重整的研究方 案，保障其跳脱竞争，找到新的发展路径。为行业的相似公司审视定位提供实践参考， 同时补充了定位理论的动态思考。 关键词：生态位；定位；广告公司 III Abstract Aftermorethan20yearsofrapiddevelopmentafterreformandopeningup,China's advertisingindustryisshowingavigoroustrendduetothetransformationofthebusiness owner'sbrandmanagement.Asoneoftheimportantmultinational4Aadvertising companies,McCannhasnotdemonstratingthatduetothetrendofconvergenceofthis waveofdividendspetitionintheadvertisingindustryandinvasionofotherindustries havechallengedMcCanninChina.Andbehindthischallengeliestheecologicalchangesit faces,whichmakesthecompany’soperationanddevelopmentexistuncertainty,itisurgent toproceedfromthecompany'spositioningtobuildacorrespondingsolution. ThispapertakesMcCannastheresearchobject,throughthecombinationof ecologicalnichetheoryandpositioningtheory,systematicallyanalyzesthemarket positioningandbrandpositioningofMcCann,andfocusesontheuseofPorter'sfiveforce model.Theenvironmentalsituationintheindustrychain,identifyingthebusinessrisks facingtheMcCannniche;usingthethinkingoftheresourcelogicinthenichetofindnew marketsegmentationopportunitiesforitandestablishinga"creativebrandstrategy consultingcompany"ThenewpositioningofthemarkethashelpedMcCann’sbusiness extendfrom“brandcommunication”to“brandstrategy”,broadeningthebreadthofthe nicheandthusgettingridofthedifficulties;andthroughthenewbrandpositioning language,thatis,“helpingbrandsbuildbusinessandcreativity”,Toconveytothebrand ownerthenewvalueofMcCann’saffirmativepositionreorganization,andgivethe upgradedirectionandoptimizationprinciplesfromthefourkeyelementsofproduct, technology,personnelandimage,andfinallyprovideMcCannwithacompletesetof positioningandreorganizationresearchprogramtoensurethatitcanescapecompetition andfindnewdevelopmentpaths.Itprovidespracticalreferenceforsimilarcompaniesto reviewpositioning,anditcomplementsthedynamicthinkingofpositioning. Keywords：NicheTheory;Positioning;AdvertisingCompany 目录 致谢.................................................................................................................................I 摘要................................................................................................................................II Abstract.........................................................................................................................III 目录.................................................................................................................................1 第1章绪论...................................................................................................................1 1.1选题背景与研究意义........................................................................................1 1.1.1选题背景...................................................................................................1 1.1.2研究目的.....................................................................................................3 1.1.3研究意义.....................................................................................................3 1.2国内外研究现状................................................................................................4 1.2.1国外研究现状.............................................................................................4 1.2.2国内研究现状.............................................................................................6 1.2.3国内外研究现状评述.................................................................................7 1.3研究内容与基本框架........................................................................................7 1.3.1研究内容.....................................................................................................7 1.3.2基本框架.....................................................................................................8 1.4研究方法与创新点............................................................................................8 1.4.1研究方法.....................................................................................................8 1.4.2创新点.........................................................................................................9 第2章理论基础及核心概念的关系与应用阐述.....................................................10 2.1生态位理论.................................................................................................10 2.1.1企业种群生态位理论...............................................................................10 2.1.2企业个体生态位理论...............................................................................11 2.2定位理论.....................................................................................................11 2.2.1基于研究视角的理论选择.......................................................................12 2.2.2市场定位与品牌定位...............................................................................13 2.3核心概念的关系阐述及如何应用.............................................................14 2.3.1市场定位、品牌定位、种群生态位及个体生态位的关系阐述...........14 2.3.2如何应用的研究综述...............................................................................15 第3章麦肯公司内外部环境分析.............................................................................16 3.1公司内部经营概况分析..................................................................................16 3.1.1公司简介...................................................................................................16 3.1.2公司组织架构...........................................................................................17 3.1.3公司主营业务与经营数据.......................................................................18 3.1.4现有市场定位与品牌定位介绍...............................................................19 3.2麦肯公司行业环境分析：波特五力模型......................................................19 3.2.1供应商讨价还价的能力...........................................................................20 3.2.2买方讨价还价的能力...............................................................................21 3.2.3潜在新进入者的威胁...............................................................................22 3.2.4替代产品与服务的威胁...........................................................................23 3.2.5同行业现有竞争者的威胁.......................................................................24 3.2.6五力模型分析结论...................................................................................25 3.3基于生态位视角的麦肯公司竞争分析..........................................................26 3.3.1与麦肯公司生态位重叠的代表公司分析...............................................26 3.3.2上述公司生态位变动趋势.......................................................................28 第4章麦肯公司定位策略问题分析.........................................................................30 4.1基于业务层面：种群生态位