近代中国报刊广告费制的多元模式及内涵演变  

The System of Newspaper Advertising Fee in Contemporary China:Multiple Modes and Connotation Evolution

作　　者：罗俊 谢薇[1] LUO Jun;XIE Wei(School of Journalism and Communication,Nanchang University,Nanchang 330031,China)

机构地区：[1]南昌大学新闻与传播学院,江西南昌330031

出　　处：《编辑之友》2020年第6期106-112,共7页Editorial Friend

基　　金：江西省社会科学“十二五”规划项目“从引进到建构:中日广告近代化之比较研究”(15XW03)。

摘　　要：近代中国广告费制的演变以报刊为主要阵地,受报业经营理念及整体广告观念的变化影响深刻。在广告市场各主体间的博弈中,先后诞生了广告媒介购买费制、广告媒介代理费制、广告服务代理费制等多种广告费制模式。这些模式的出现不只体现了广告收取费用形式的多样化,还是对广告活动自身的职能界定、业务范畴、运作方式内涵的多元化解读,更反映了当时广告市场三大主体间的地位关系。The evolution of the advertising fee system in contemporary China occurred mainly in the newspaper area as a result of the changes in newspaper operation concepts and advertising ideas.The advertising medium purchase fee system,advertising medium agency fee system,advertising service agency fee system and many other advertising fee systems were born out of the competition among the stakeholders of the advertising market.These modes not only reflect the diversification of the advertising fee system but also the different interpretations of the advertising activities,such as the function,business scope,and the operation of the advertising activities.Furthermore,these modes represent the relationship between the three main stakeholders of the advertising market.

关 键 词：报业经营 广告费制 广告购买 广告代理 

分 类 号：G206[文化科学—传播学]