欧美媒介购买公司的发展、影响及对策分析  

Analysis on the Development and Influences of Euro-American Media Buying Agency and Its Counter-measure

作　　者：廖秉宜[1] 

机构地区：[1]武汉大学新闻与传播学院

出　　处：《新闻与传播研究》2011年第3期85-89,113,共5页Journalism & Communication

基　　金：作者主持的2010年国家社科基金后期资助项目<广告产业经济学理论与实践研究>的阶段性成果

摘　　要：本文重点阐述欧美媒介购买公司兴起的市场背景,深入分析欧美媒介购买公司全球市场运作策略及其在中国的发展战略和深层影响,并提出我国传媒业和广告业的应对策略。Euro-American media buying agency is the game product of advertising agencies,advertisers and media.Media buying agencies play an increasingly important role in the advertising industry chain,which become an important force of affecting the world's media and advertising industry in the future.This paper focuses on the rise market background of Euro-American media buying agencies,and analyzes in-depth the global market strategy of media buying agencies and its market expansion strategy and impact in China.On this basis,the author proposes the counter-measure of Chinese media and advertising industry.

关 键 词：媒介购买公司 欧美 市场运作策略 市场背景 广告业 传媒业 

分 类 号：F713.8[经济管理—广告]