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2005年12月10日,中国将允许外资建立独资产广告公司,中国内地广告市场全面开放。可以预见,外资广告企业将凭借着雄厚的资金实力,精良的服务而成为中国广告市场上最有力的挑战者。本土广告何去何从?师夷制夷,向全球广告巨擘学习,力图让自己国际再国际?打地道战,扬长避短,利用我们对国内市场的熟悉,将本土进行到底? 关乎中国广告应该“国际”还是“本土”已经是个老掉牙的话题,孰是孰非无从判断。我们只知道,面临强敌,不能坐以待毙,无论是更国际还是更本土,都需
On December 10, 2005, China will allow foreign investors to establish wholly-owned advertising companies, and the advertising market in mainland China will be fully liberalized. It is foreseeable that foreign-funded advertising enterprises will become the most powerful challengers in the Chinese advertising market by virtue of their abundant financial strength and excellent services. What are the local ads going? Teachers to rule the barbarians, to learn from the global advertising giant in an attempt to make their own international and international fight real war, avoid weaknesses, using our familiarity with the domestic market, the local in the end? Concerning Chinese advertising should be “international” or “ Local ”is already an old topic, what is right and wrong can not judge. We only know that in the face of a strong enemy, we can not sit still, whether it is more international or more local,