【作者】 郭娟；

【导师】 李正良；

【作者基本信息】 湖南大学 ， 传播学， 2008， 硕士

【摘要】 我国广告业经过多年发展,仍然处于分散、弱小的状况,本土专业广告公司不够专业,没有形成自己的核心竞争优势。中国加入世界贸易组织后,跨国广告集团长驱直入,开始在华扩张。在外资广告公司的冲击下,本土广告公司参与国际竞争就必须走集团化的道路,谋求自身发展,以先进的管理、市场化的经营理念以及雄厚的资金来与外资广告公司相抗。本土广告公司要如何做大、做强的问题,已经成为广告研究界当下十分重要的课题。本文主要采取内容分析、访谈、数据收集的研究方法,对中国的广告集团化模式做出思考和论证。从本土广告公司状况、中国广告环境变化、国际竞争三个方面分析中国广告产业集团化的必要性,说明本土广告产业只有通过合作,组建广告集团才能依托综合实力、实现优势互补、降低运营成本、增强核心竞争力,才能不被跨国广告公司和广告集团所击垮,才能促使中国广告市场向更加专业化和国际化方向发展,提升中国广告业的整体服务水平,为企业提供全方位的传播沟通服务。从广告产业发展空间大、大量广告人才积累、行业协会作用的凸显分析了中国广告产业集团化的可行性。结合我国广告市场复杂的背景,探索三种广告集团运作模式:业务合作互补的广告集团化运作模式、强势媒体统领型的广告集团运作模式、整合媒介资源型的广告集团化运作模式。一些专家学者在各自的研究中提到过这些模式,但至今没有对这些模式进行具体的论证。本文对这些模式的构成以及优缺点分别进行了初步的探讨。第四章分析了在中国目前的市场环境中,保证中国广告产业集团化稳步进行的策略:加强资本运作、注重多元化、巩固专业基础、培育广告公司的核心竞争力、借助行政力量推动广告产业集团化进程。本文是对中国广告产业集团化做出的初步探讨,旨在寻找适合中国广告产业集团化发展的模式和路径,希望通过本研究能够给中国广告发展提供些许参考。更多还原

【Abstract】 There is still scattered and weak condition in China’s advertising industry after many years development. Local professional advertising companies are not enough professional and lack the core competitive advantage. Multinational advertising group dive in and expand in China after China’s accession to the World Trade Organization. In the impact of foreign advertising companies, to participating in international competition, local advertising companies must follow the grouplisation road, seek their own development, competition with foreign advertising companies with advanced management, market-oriented business philosophy and abundant funds. How local advertising companies can be bigger and stronger has been very important advertising research topic.In this paper, content analysis、interviews、data collection methodologies are taken to make thinking and demonstration to the China advertising groups. From the state of local advertising company、change of China’s advertising environment, international competition, the paper analyses the China’s advertising industry group necessity , demonstrate that only through cooperation, setting up advertising group can local advertising industry rely on comprehensive strength、realize complementary advantages, reduce operating costs、enhance core competitiveness, can not be knocked out by cross-border advertising companies and groups, can promote China’s advertising market to develop to more professional and international-oriented, improve China’s advertising industry’s overall service level, provide the all directions communication Services. Then the paper analyses the China’s advertising industry grouplisation feasibility from the ad industry development space, large accumulation of advertising professionals, trade associations highlight role. With China’s advertising market complex background, explore the three modes of advertising group operation: business complementary and cooperation group, advertising group commanded by strong media, integrated media resource-based advertising group. Some experts and scholars have referred to these models in their respective research, but most are simple. There has been no specific proof to these pattern. In this paper, there is a preliminary study of the composition as well as advantages and disadvantages of such models. Some experts and scholars referred to these models in their respective research, but so far no specific demonstration. In this paper, the composition of such models as well as the respective advantages and disadvantages of a preliminary study. Chapter IV analyses the strategies which can ensure China’s advertising industry grouplisation steadily carry out: strengthening the capital、focusing on diversification、consolidating the advertising professional basiss、nurture company’s core competitiveness、with the power of government to promote industry grouplisation process.This article make the preliminary study of China’s advertising industry grouplisation, aimed at finding suitable development mode and path for China’s advertising industry groups and hope that through this study can provide some reference to the development of China’s advertising.更多还原