从经济视角看本土广告业的生存与发展  

Survival and development of domestic advertising industry from an economic perspective

作　　者：邝丹妮[1] 

机构地区：[1]广州大学新闻与传播学院,广东广州510006

出　　处：《广州大学学报（社会科学版）》2009年第6期48-50,共3页Journal of Guangzhou University:Social Science Edition

摘　　要：当前的本土广告业,受环球经济衰退等多重因素影响,生存状况堪忧。为改变这种状况,从外部环境来说,需要兼具战略整合能力和创意表现能力来突破瓶颈;从内部环境来说,广告业本身也亟待转型,包括公司的重新定位与本土化战略的实施。Facing economic recession and other adverse situations, domestic advertising companies are at the edge of survival. On one hand, they need to improve their competence in integrating both strategic and creative skills for overcoming the bottleneck they confronted in competition with global advertising companies. On the other hand, they also need to relocate themselves and implement localization strategy to suit domestic situations.

关 键 词：经济危机 本土化 新媒体 广告实效 

分 类 号：F713.8[经济管理—广告]