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广告行业有着创意产业的人力资本特质,中国广告行业有着起点低、规模小、专业系统不足的特点,中国广告市场随经济飞速发展。因而,有必要从现实出发,针对中国广告公司提炼出一套适合现状改良,又能推进中长期发展的管理模式,以创新和激励为侧重点和切入点的创新—激励机制。1·中
The advertising industry has the characteristics of human capital in the creative industries. The advertising industry in China has the characteristics of low starting point, small size and lack of professional systems. The advertising market in China is developing rapidly with the economy. Therefore, it is necessary to start from the reality, for China’s advertising company to extract a set of suitable for the improvement of the status quo, but also to promote long-term development of the management model, innovation and incentives as the focus and starting point of innovation - incentive mechanism. 1 · medium