韩国KOBACO模式的变迁与影响研究  

Study on Changes and Impact of the KOBACO System in South Korea

作　　者：金睿真 Yejin Kim

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2018年第3期25-39,共15页Journal of Advertising Study

摘　　要：80年代起KOBACO模式作为韩国电视媒体广告交易制度,是影响韩国电视广告市场发展的重要因素。随着新媒体的发展,KOBACO模式也经历了变化,2008年韩国宪法法院对KOBACO垄断模式下达了与宪法不一致的判决,2012年韩国制定了名为《媒介代理公司法》的新法律,这一变化象征着垄断模式的结束和竞争体系的产生。本文主要采用文献分析法和专家深度访谈法,初步研究了韩国KOBACO模式的演变过程、影响和不足,最后展望新KOBACO模式的发展方向。The KOBACO system, which has been the TV advertising sales system in South Korea from the 1980 s, plays a significant role in developing the Korean TV advertising market. However, with the development of new media, the KOBACO system has gone through a lot of changes. In 2008, the Constitutional Court of South Korea issued a verdict that the KOBACO system, which monopolized the market, went against the constitution. And in 2012, South Korea enacted a new law named the Media Agency Law, which means the end of the monopolization mode and the start of the competition system. This paper primarily uses the research methods of the literature analysis and in-depth interviews with experts to analyze the evolution process, impact and deficiency of the KOBACO system. Finally, the paper proposes the direction for future development of the new KOBACO system.

关 键 词：韩国 KOBACO 电视广告 媒体广告 交易制度 广告代理制 

分 类 号：F713.8[经济管理—广告]