公益广告传播的市场化策略研究  

Marketization of Public Commercial Communication in China

作　　者：李明睿[1] 

机构地区：[1]重庆工商职业学院财经管理学院,重庆400052

出　　处：《改革与战略》2015年第6期79-82,共4页Reformation & Strategy

摘　　要：企业的竞争越来越激烈,公益广告也成为一种重要的手段。我国企业对公益广告的认识经历了一个逐渐深化的过程,但是与国外比较还有很大差距。文章在比较国内外企业公益广告状况的基础上,重点分析了模式的差异,基于此提出了优化我国企业公益广告的市场化策略。Enterprises in the increasingly fierce competition, public commercial has become an important means. Chinese enterprises＇ awareness of the public commercial has experienced a process of gradually deepening, but also has the very big disparity compared with foreign developed-countries. This paper, by comparing the condition of corporate public Commercial at home and abroad, analyzes the pattern difference, based on this, the paper put forward the optimization methods of the marketization of Chinese enterprises.

关 键 词：公益广告 传播 市场化策略 

分 类 号：F713.80[经济管理—广告]