失衡——中国广告产业的结构性问题分析  

Imbalances:Structural analysis of advertising industry in China

作　　者：尹铁钢[1] 

机构地区：[1]CCTV未来广告公司

出　　处：《广告大观（理论版）》2013年第6期25-38,共14页Journal of Advertising Study

摘　　要：2012年,中国已经成为全球第二大广告市场。繁荣背后,长期存在的广告产业结构性问题逐步突出,最为明显的就是结构失衡。本文利用产业经济学中的SCP(即结构-行为-绩效)框架对中国广告产业的现状进行了分析,指出了中国广告产业结构失衡的主要表现包括:广告公司与广告媒体、广告主之间的力量对比失衡、本土广告公司与外资广告公司之间的实力对比失衡、广告公司收入结构失衡以及广告行业的制度供给与广告产业发展要求失衡等。China has been the world＇s second largest advertising market in 2012. While behind the prosperity, the mbatance of advertising industry structure comes to be a critical problem. Based on the Structure- Conduct-Performance paradigm of the industry economics, this article analyzes the situation of Chinese advertising industry structure and these are the conclusions： the imbalances between agencies and media and advertisers, between local agencies and foreign agencies, between incomes generated by media and by other sources, between the scarcity of institutions supply and urgent demands of the ndustry development

关 键 词：广告产业广告代理制市场结构市场集中度媒介购买公司 

分 类 号：F713.8[经济管理—广告]