谁该站在金字塔顶？—— 跨国与本土：“伪问题”的现实意义——兼谈本土广告公司的发展机会

加入WTO以来,跨国广告公司与本土广告公司的竞争一直是广告业界讨论的焦点。如果从纯粹市场的角度考虑,在全球化的环境中,跨国广告公司与本土广告公司同为市场角逐的实体,优胜劣汰,你死我活,是很正常的事情;而且,同本土广告公司一样,跨国广告公司也是在中国注册的合法的中国的广告公司,这两者之间的竞争,就是两个中国的广告公司之间的竞争,似乎并没有什么必要进行兴师动众的讨论。     

“功能篇”：广告公司和媒介机构角色定位

从战略区域市场走向全国市场过程中．广告公司和媒介．机构角色定位应当和广告主从区域市场走向全国市场所要做的工作相适应．一个合格的广告公司和媒介机构要在广告主的市场扩张中至少充当如下八种角色。     

在济南做创意

说广告，不能不提创意，即使是在区域市场，创意始终也是广告公司胸口的那颗朱砂。     

房地产营销：广告公司的角色定位

房地产营销已经今非昔比,必须要考虑很多复杂的市场因素了。与此同时,广告公司在地产行销方面还很难说真正有多大的地位。发展商觉得广告公司应该做很多内容,包括提升和维护品牌形象,当广告公司能提供这种服务的时候,服务价格又不能达到。广告公司在房地产的发展上很难寻找一个清晰的定位,这是一个市场的现实,这种情况在两三年前更明显。我们每年都接触     

第七问：核心竞争力迷失，广告公司向何处去

自1978年中国广告市场重开以来，经过三十余年发展，中国的广告公司依然处于小而散的状态。而伴随着数字化的进程，媒体和营销环境的巨大变化，广告主和媒体之间的直接合作增强，广告代理制正在消减，广告公司的核心竞争力迷失，可以说，广告公司正面临着一场前所未有的危机。究竟广告公司的核心竞争力在哪里？该何去何从？众多广告公司依然在迷茫中摸索前行。     

中国最具影响力的本土广告公司100强

时间跨入2005年，面对即将开放的市场和更加激烈的竞争环境，在中国广告业中，谁才是最具影响力的本土广告公司?在迎来了中国广告业发展的第26个年头的时候，我们经过1年多的城市广告业态的深入走访和各地广协、专家团的推荐、筛选，隆重推出“中国最具影响力的100强本土广告公司”和“中国本土广告公司综合实力30强”。     

经营广告公司之个人心得

1.放弃平庸广告是一门最脆弱的行业,其中被动的成分特别多,尤其是在中国这样一个市场环境,行业上的游戏规则还是很不明确,所以,广告公司可以赖以生存之道唯有是掌握了一定的水平,而此水平又能在行业中算得上是出类拔萃的,让有抱负、有志气做好推广工作的客户,当他们希望能寻找到一家上乘的广告公司作为他们的市场伙伴时,别无选择地要找到你。要做到这样,成功的广告公司就一定不能平庸,因为今天,充塞在市场上平庸的广告公司实在太多了,而在客户方面,却没有一个客户是甘于把自己产品的广告做得平庸的。     

未来是最大的资源（代序）

面对中国广告市场逐渐走向成熟的态势，面对广告公司市场激烈淘汰赛的开始，面对新的传播环境，面对看不懂的种种新变数，一种迷茫与不安已经在业界悄悄弥漫。     

广告公司四宗罪

<正> 广告行业在中国经过20多年发展,整个行业渐趋成熟,取得了非凡的成绩。但是,时至今日,各广告公司,尤其是现在那些站在行业前列的广告公司,仍然处于一种僵化、静止的发展之中,面对当今日趋激烈、复杂的竞争环境,仍然沿用之前的广告模式,套用之前的成功经验,不但不能为企业建立品牌出谋划策,相反,还不断延误市场战机。当今的广告公司所套用的模式,日益成为品牌发展的障碍。在服务客户过程中,总是舍本逐末,帮企业打没有根基的战斗,最后,品牌成功了就往自己身上套光环,品牌失     

外资广告的中国攻略

中国的广告市场将越来越开放——根据中国加入WTO的承诺，到2004年，允许合资跨国广告公司控股；到2006年，允许成立独资公司。面对这一系列利好消息，外资广告巨头更加剧了在中国的攻城略地。它们曲线布局广播广告业，力争品牌客户，甚至疯狂扩张并购，给本土广告公司带来巨大冲击。     

Does scoring a subpopulation make a difference

Scorecards used by consumer credit providers to assess the probability that an applicant will default are usually built for the population of potential applicants as a whole. This paper investigates whether it is permissible and worth-while to build a separate scorecard for each subpopulation of applicants. We review the legal requirements to find that it is permissible to use separate scorecards for many, but not all, personal characteristics. Second, using data supplied by a credit card organization separate scorecards were built for several subpopulations for each of twelve personal characteristics. The predicted performance of each was compared with that gained form estimating a scorecard for the full population using three methods for setting the cut-off scores in an `independent' way. These methods differ in the degree to which the cut-off scores are independent of information about other subpopulation, in the level of discrimination achieved between likely good payers and defaulters and in the degree to which each method is robust to new data. We conclude, first, that creating scorecards using subpopulations does not necessarily give better discrimination between likely good payers and defaulters. Second, none of the three methods examined to set the cut-off scores dominates the others using the three desirable properties described; trade-offs are required. Finally, subpopulation scorecards lead to the rejection of fewer applicants than scorecards built on full populations.     

Developing a Positioning Strategy for a University

ABSTRACT

If a school is able to establish a distinctive position relative to its competitors, it enhances its ability to maintain or increase enrollments. This paper focuses on the steps necessary for a school to create an effective positioning strategy. Success at positioning, however, does not occur easily or rapidly. Through the use of a variety of survey methods, it can be determined whether the strategy employed has resulted in the desired positioning for the school. Schools that have properly positioned themselves to meet the needs of their student market will flourish while those that have failed to do so will languish.     

When is a Bribe a Bribe? Teaching a Workable Definition of Bribery

This paper presents an outline forteaching about bribery. The outline is based onthe presumption that a payment, once defined asa ``bribe' is by definition unethical. Inaddition, the paper develops a simple yetworkable definition of bribery based on theprincipal-agent framework. The idea is that anypayment made to a principal, for any purpose,is not by definition a bribe; however, anypayment made to an agent is a bribe if theagent retains the payment.     

Marketing a Financial Service Within a Firm

No abstract available for this article.     

探索一套经验走出一条新路树立一个样板

记者:继东风汽车有限公司7月1日正式挂牌运营之后,中共东风汽车有限公司党委也正式成立了,这对公司来讲是件可喜可贺的事情.东风汽车有限公司党委的成立有何重大意义? 叶书记:东风汽车有限公司的创立,在我国中外合资企业中无论是其合作规模还是合作层次,无论是资产额度还是员工人数,都开了合资企业的先河.在合资企业中,党组织公开挂牌、公开活动、党群人员纳入编制、活动资金纳入预算的"一公开、两纳入"模式,更是全国第一家,仅此,意义不言自明了.这是机会,更是挑战;是压力,更是动力.     

当锋利的矛遇上坚固的盾——来电显示与隐藏的悖论

2004年7月云南省昆明市一律师以自己的固定电话号码在他人电话上显示侵犯了隐私为由，状告服务提供商中国电信昆明分公司，但最终因“号码资源所有权属于家，使用权属于电信运营商．原告只在合同期内对谈号码对应的通信线路享有主叫功能和专用权．     

善因营销:以社会公民身份营销企业

善因营销(Cause-Related Marketing,CRM)就是将企业与非赢利机构,特别是慈善组织相结合,将产品销售与公益事业相结合,在为相关事业进行捐赠、资助其发展的同时,达到提高产品销售额、实现企业利润、改善企业社     

Time as a Resource and as a Context

If consumption takes time, then a time constraint may reduce the consumer's freedom when buying goods. Some implications of Steedman's approach are examined in this paper; some variations on the theme are considered and compared. Finally, the notion of time as a context may lead to developments in the concept of a process of consumption, and of its relations with consumption goods.     

Knick-knack Paddy-whack,Give a Pub a Theme

Few cities in the UK lack an 'authentic' Irish bar, be it O'Neill's, Scruffy Murphy's or Shifty O'Shea's. Theme pubs, like theme parks, theme hotels and theme restaurants, are very big business. Yet the marketing academy seems somewhat reluctant to investigate such establishments, professionally at least. This essay examines the theme pub phenomenon and offers some reflexive reflections on the recent, rapid rise of themed environments. It concludes with some lessons for marketing scholars, contending that excess is the essence of our field. As William Blake observed, the road of excess may lead to the palace of wisdom.