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中国广告业经过15年的发展,经营单位已经由1981年的2200家发展到1996年的5.2万家,平均每年增长23%;广告经营额由1981年的1.8亿增长到1996年的366亿,年均增长48%。广告业以其迅猛的发展速度在众行业中脱颖而出,成为中国新兴行业中一匹名副其实的黑马。中国潜力巨大的市场,给了这匹黑马以辽阔的驰骋空间,但缺乏规范的市场环境又使这匹黑马在奔跑时难免要嗑嗑绊绊,问题颇多。企业和媒体把广告公司甩在一边,代理制困难重重;外国广告公司进入国内市场,国内广告业却仍是一派散乱小景象;两次败走戛纳,关于广告的民族性,大家莫衷一是;吃回扣、拉关系之风在广告界盛行——如何认识这些现象?如何解决这些问题?国家工商局广告综合司司长郑和平、北京市广告协会会长、北京市工商局副局长王正在、以及北京市房地产广告公司经理、北京市广
After 15 years of development, the advertising industry in China has grown from 2,200 in 1981 to 52,000 in 1996, an average annual increase of 23%; advertising sales increased from 180 million in 1981 to 36.6 billion in 1996. Average annual growth of 48%. The advertising industry stands out from the rest of the industry with its rapid growth rate, becoming a veritable dark horse in China’s emerging industries. The market with huge potential in China has given this dark horse a vast space for galloping. However, the lack of a standardized market environment has made this dark horse inevitably behave when running. There are many problems. Enterprises and media have left the advertising companies aside and the agency system has been difficult; foreign advertising companies have entered the domestic market, and the domestic advertising industry is still a mess of small scenes; twice defeated by Cannes, the nationality of advertisements is not conclusive; the rebate, The prevailing trend of Latin relations in the advertising industry - how to understand these phenomena and how to solve these problems? Zheng Heping, Director General of Advertising, State Administration for Industry and Commerce, President of Beijing Advertising Association, Wang Zheng, Deputy Director of Beijing Municipal Bureau of Industry and Commerce, and Beijing Real Estate Advertising company manager, Beijing Guang