【作者】 黄东泽；

【导师】 罗婉容；

【作者基本信息】 福州大学 ， 国际贸易， 2004， 硕士

【摘要】 中国广告公司是在改革开放后发展起来的，它经过了恢复重建、宏观调整、规范化发展的过程。可以说在这仅短的二十多年的时间里，中国广告公司的发展取得了惊人的成绩(广告公司营业额从1990年的6.719亿元增长到2003年的444.8378亿元)，但在改革的过程中，也暴露出了中国广告公司的许多弱点。加入WTO后，作为服务贸易一部分的中国广告业将被纳入WTO的法制框架下，它将被融入世界经济发展的潮流。这是世界经济一体化发展的必然结果，是对中国广告公司的一次深度考验，它将对中国广告公司的发展产生深远的影响。 回顾二十多年来中国广告业界的研究成果，我们可以看出，过去的研究成果主要存在以下三方面的缺陷，一是大部分研究只停留在对广告的实物操作上，也就是告诉人们如何做广告，而对于广告这种经济活动缺少理论研究和探索；二是只把广告作为市场经济条件下的一种企业行为，仅仅认为广告是市场经济的一种附属物；三是只从艺术和美学的角度去研究广告，没有把广告作为一种综合性学科加以研究。本文将采用逻辑分析、理论分析、文献研究、动态分析等方法，以狭义广告业为研究对象，引入经济学的分析方法，通过进入壁垒模型和抢先博弈模型的分析，来阐述中国广告公司发展的战略选择。通过理论探析，寻求加入WTO后中国广告公司的发展应采取的对策。更多还原

【Abstract】 Not until China’s reform and opening to the outside world did its advertising company began to grow, experiencing a hard process of restoration, macroeconomic regulation and standardization. During this short period of about 20 years, it made surprisingly great achievements (The volume of the business rose from 671,900,000 RMB in 1990 to 44,483,780,000 RMB in 2003), but the weakness revealed during the process of reform should not be ignored, too. Especially after the entry into WTO, as an inevitable result of world-wide economic integration, China’s advertising company will be put into the legal system of WTO and the trends of global economic development, which poses a severe test for China’s advertising company, and thus will have a far-reaching effect on its development.Looking back at the research results of advertising researcher during the past two decades, we may find out that the inadequacies mainly lie in the following three aspects: first of all, most of the researches were confined to the actual manipulation of advertising, namely, they told people how to make advertisements instead of making a theoretical study of advertising; secondly, advertising was regarded as an enterprise activity under the market economy circumstances and the advertising company an appendage to the market economy; thirdly, more often than not they studied it from an artistic and aesthetic point of view instead of taking it as a comprehensive subject. With the help of analysis method of economics, this paper makes a thorough exploration into Chinese advertising companies, illustrates their strategic options, and seeks for reasonable countermoves China’s advertising company should make after China’s entry into WTO.更多还原