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随着国际贸易竞争的日益加剧,广告在国际营销中发挥着越来越重要的作用,同时也暴露了现有广告机制的种种弊端。本文通过对当前国际贸易特点和现有机制的分析,提出“风险广告承担机制”这一设想,试图改变现有广告商和广告主的关系,强化广告商对广告对象的介入。这不仅为广告商提供参予风险投资,从而获取更大利润的机会,同时也帮助广告主降低风险,快速打开海外市场,进而实现整个国际贸易的高效性。
With the increasing competition in international trade, advertising plays an increasingly important role in international marketing. At the same time, it also exposes the drawbacks of the existing advertising mechanism. Based on the analysis of current characteristics of international trade and existing mechanisms, this paper proposes the concept of “risk advertisement commitment mechanism”, trying to change the relationship between existing advertisers and advertisers and strengthen the advertisers’ involvement in advertising objects. This not only provides advertisers with the opportunity to participate in venture capital for more profits, but also helps advertisers reduce risks and quickly open overseas markets to achieve the efficiency of the entire international trade.