| 欧美媒介购买公司的发展、影响及对策分析 |
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| 引用本文： | 廖秉宜. 欧美媒介购买公司的发展、影响及对策分析[J]. 新闻与传播研究, 2011, 0(3) |
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| 作者姓名： | 廖秉宜 |
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| 作者单位： | 武汉大学新闻与传播学院; |
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| 基金项目： | 作者主持的2010年国家社科基金后期资助项目《广告产业经济学理论与实践研究》的阶段性成果 |
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| 摘 要： | 本文重点阐述欧美媒介购买公司兴起的市场背景,深入分析欧美媒介购买公司全球市场运作策略及其在中国的发展战略和深层影响,并提出我国传媒业和广告业的应对策略。
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| 关 键 词： | 发展战略 广告主 应对策略 广告代理公司 广告公司 对策分析 购买集团 媒体价格 媒介 广告客户 |
Analysis on the Development and Influences of Euro-American Media Buying Agency and Its Counter-measure |
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| Liao Bingyi. Analysis on the Development and Influences of Euro-American Media Buying Agency and Its Counter-measure[J]. Journalism & Communication, 2011, 0(3) |
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| Authors: | Liao Bingyi |
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| Affiliation: | Liao Bingyi |
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| Abstract: | Euro-American media buying agency is the game product of advertising agencies,advertisers and media.Media buying agencies play an increasingly important role in the advertising industry chain,which become an important force of affecting the world's media and advertising industry in the future.This paper focuses on the rise market background of Euro-American media buying agencies,and analyzes in-depth the global market strategy of media buying agencies and its market expansion strategy and impact in China.On... |
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