一、形成稳定关系“难上难” 广告主与广告代理机构形成长期稳定的合作关系不仅有助于广告主品牌建设的长远发展,而且双方彼此熟悉,广告代理机构不需要重新了解广告主、适应其品牌;广告主不需要重新选择代理商并组成新的合作关系,避免时间和精力上的无形消耗以及其他的开支,得以规避转换成本的支出。 First, the formation of a stable relationship “hard” advertisers and advertising agencies to form long-term stable cooperative relations not only contribute to the long-term development of advertisers brand building, but both parties are familiar with each other, advertising agencies do not need to re-understand the advertisers, adapt Its brand; advertisers do not need to re-select agents and form a new partnership to avoid time and effort on intangible consumption and other expenses, to avoid the cost of switching costs.