| 广告创意产业的差异化竞争策略 |
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| 引用本文： | 廖秉宜,付丹.广告创意产业的差异化竞争策略[J].商业研究,2011(4):47-51. |
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| 作者姓名： | 廖秉宜 付丹 |
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| 作者单位： | 1. 武汉大学,新闻与传播学院,武汉,430072
2. 武汉大学,人文学院,武汉,430072 |
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| 基金项目： | 湖北省教育厅人文社科研究项目 |
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| 摘 要： | 中国广告市场的逆向选择现象是广告公司同质化竞争的必然结果,也是影响广告创意产业竞争力提升的关键因素。本文运用信息经济学的逆向选择理论和企业竞争优势理论,对我国广告市场存在的逆向选择现象、危害及其成因进行深入分析,指出差异化代理是解决广告市场逆向选择问题的根本途径,并具体阐述了广告创意产业差异化竞争的四种策略。
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| 关 键 词： | 中国广告 广告创意产业 广告公司 竞争策略 |
Differentiation Competitive Strategy of Chinese Advertising Creative Industry |
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| LIAO Bing-Yi,FU Dan.Differentiation Competitive Strategy of Chinese Advertising Creative Industry[J].Commercial Research,2011(4):47-51. |
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| Authors: | LIAO Bing-Yi FU Dan |
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| Institution: | LIAO Bing-yi1,FU Dan2(1.School of Journalism & Communication,Wuhan University,Wuhan 430072,China; 2.School of Humanities,Wuhan University,Wuhan 430072,China) |
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| Abstract: | Adverse selection phenomenon of Chinese advertising market is the inevitable result of homogeneous competition between advertising agencies,which becomes the key factor of affecting the advertising creative industry to enhance the competitiveness.By use of adverse selection theory of information economics and enterprise competitive advantage theory,the article deeply analyzes the phenomenon,hazards and its causes of adverse selection in Chinese advertising market.The authors note that differentiation agent is the fundamental approach to solve adverse selection,and specifically describe four competitive differentiation strategies of Chinese advertising creative industry. |
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| Keywords: | Chinese advertising advertising creative industry advertising agency competitive strategy |
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