我国自主创新企业广告合作的演化与创新模式研究  

The Evolutionary and Innovative Mode of Advertising Cooperation in China's Independent Innovation Enterprise

作　　者：耿智琳[1] 

机构地区：[1]湖北经济学院统计与应用数学系,湖北武汉430205

出　　处：《技术与创新管理》2013年第1期14-17,共4页Technology and Innovation Management

基　　金：湖北省教育厅人文社会科学研究项目(2012G108);湖北企业文化研究中心课题(2012Y06)

摘　　要：随着我国自主创新企业的迅速发展以及消费者观念的转变,企业广告也经历了由单一广告到隐性广告再到联姻广告模式的演变。由于不同模式的广告具有不同的优缺点和受众群体,目前自主创新企业中正在形成多种电子媒介广告模式共存的局面。随着广告模式的进一步发展,融合广告作为自主创新企业间的一种创新广告合作模式正悄然形成。With the rapid development of independent innovation enterprises and the changes of consumers＇ opinion, advertising also experienced the evolution from a single advertising to hidden advertising, and then to the marriage advertising model. Because different advertising modes have different advantages and different audience, a variety of electronic media advertising model are coexist in independent innovation enterprises. With the further development of the advertising model, the integration of advertising as an innovative mode of cooperation between independent innovation enterprises is quietly formed.

关 键 词：广告 演进模式 融合广告 

分 类 号：F713.8[经济管理—广告]