零售业跨国投资扩张影响因素的实证研究

在经济全球化的背景下,零售业的国际投资扩张成为必然。那么零售业国际投资主要受哪些因素影响?本文利用国际零售巨头家乐福的相关数据,运用OLS回归模型对其跨国投资进行了分析。研究发现零售公司的国际化经验、投资东道国的人均GDP等因素与跨国投资关系紧密。此外,本研究结果时我国零售企业“走出去”战略,有较强启发意义。     

高昂的学费——冷眼旁观跨国广告集团的中国把戏

1979年，中国国家计划委员会从“策略性产业”的发展高度，正式引进广告产业，作为市场经济的“火车头”。2005年，中国的广告总量突破1500亿，占国内生产总额1％左右。回顾过去25年经验，资本主义市场经济最前沿的广告行业、在西方超过150年历史的广告理论和实践，在我们新中国竟然是由社会主义计划经济的最高指导单位率先“解放思想”，大胆导入。上个世纪80年代仍是幼稚孱弱的商业探索阶段，因此，“摸着石头过河”的中目广告行业．在与跨国传播集团合作合资过程当中肯定必须补缴学费，吃亏上当在所难免。     

信息技术产业全球一体化及其对企业跨国经营的影响研究

信息技术产业的全球一体化是主导当今世界经济技术发展一个主流，它主要表现在信息技术研究与开发的全球一体化和信息产业的全球一体化方面。基于企业跨国经营中提出的信息产品(服务)需求是信息技术产业全球一体化的现实基础，信息技术产业的全球一体化也就势必对企业的跨国经营产生直接或间接的影响。这首先是对企业信息资本构成的影响，大大增加了企业对跨国界信息技术转移与合作方面投入的比重；其次是信息网络全球性互联对企业技术战略和企业发展战略的影响；再次是对企业跨国经营方式的影响等。随着一体化发展的程度加深，影响越大，也越具有综合性。     

经济眼看跨国广告公司在中国的发展——兼论缓行组建本土广告集团

1986年，是一个令中国广告人记忆深刻而又转瞬即忘的年份。说它令我们记忆深刻，是因为在这一年，由中国国际广告公司、纽约中国贸易和美国电通、扬&;#183;罗必凯广告公司合资创立的，中国大陆地区第一家合资广告公司——电扬广告公司在北京粉墨登场；说它又让我们转瞬即忘，却是因为在接下的日子里，这些数量不多的跨国广告公司静悄悄地     

跨国零售企业在华扩张战略影响因素分析

跨国零售企业在华子公司的扩张行为有着明显的动机,但这些动机能否付诸于行动,成为现实的扩张战略,还要受到各种因素的影响。本文在总结前人的研究的基础上,依据对现实的分析,指出影响跨国零售企业在华子公司扩张战略选择的因素主要有:母公司全球战略、东道国战略环境、竞争者战略和海外子公司自身选择。     

奥格威广告创作思维论析

大卫&;#183;奥格威（以下简称奥格威）是20世纪世界广告界公认的一位大师级人物,是奥美广告公司的创始人,该公司是世界最大的跨国广告公司之一,1989年加盟世界最大的传播集团之一——WPP集团。     

跨国公司的中韩广告效果比较研究

跨国公司的广告根据不同国家的情况进行本土化战略。本研究将比较跨国公司在不同国家广告效果的差异,深入分析影响广告效果的因素,为跨国公司制定广告战略提供一定的参考价值。本文运用实验研究的方法,从观众对跨国公司在不同国家广告及品牌的态度、购买意图等角度比较分析跨国公司在不同国家广告效果的差异。研究发现：跨国公司通过本土化的战略并没有显著地提高广告效果,真正影响广告效果的因素是广告表现、创意及代言人等因素。因此,跨国公司在本土化的同时,如何发掘可以引起消费者心理共鸣的广告创意是影响广告效果的最核心因素。     

A comparative analysis of advertising characteristics,strategy, style and form in global and national brand advertising

This paper considers the differences and similarities between national brand and global brand advertising through the use of three analytical frameworks – creative strategies, advertising styles and advertising form. It seeks to identify any differences between national and global brand advertising in terms of creative strategy, advertising style and advertising form. The structural elements of advertisements, such as the length of a commercial, number of camera shots and number or type of characters present, are also examined for a total of 551 television advertisements. A number of significant differences between the advertising of global and national brands have been recorded. In addition, the study identifies a discriminant function, which successfully predicts the advertising strategies, styles and formats for global brands.     

围绕本质“立法” 坚持权威“执法”——浅析英国误导性广告的立法与司法实践

作为世界上广告监管最为规范的国家,英国的广告监管经验非常值得借鉴。在英国,广告监管主要通过行业自律机构实施,包括对误导性广告的监管。本文通过对英国误导性广告的现状、＂立法＂和＂执法＂等进行初步的分析和探讨,希望能对中国误导性广告监管有所借鉴。     

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and exclusivity. We define this practice as “advertising up” and develop hypotheses about its short- and long-term impact on advertising elasticity and brand equity respectively. We test the hypotheses in two large-scale empirical studies using a comprehensive dataset from the automotive industry that includes, among others, the content of 2317 television ads broadcast over a period of 45?months. The results indicate that advertising up increases (decreases) short-term advertising elasticity for non-premium products with a low (high) market share. The results also show that an intensive use of advertising up over time leads to long-term improvements (reductions) in brand equity for expensive (cheap) non-premium products. Furthermore, an inconsistent use of advertising up leads to reductions in brand equity. The results imply that managers of non-premium products with a low market share can use advertising up to increase advertising effectiveness in the short run. However, advertising up will only generate long-term improvements in brand equity for expensive non-premium products. Finally, to avoid long-term reductions in brand equity, advertising up should be consistently used over time.     

The global agglomeration of multinational firms

The explosion of multinational activities in recent decades is rapidly transforming the global landscape of industrial production. But are the emerging clusters of multinational production the rule or the exception? What drives the offshore agglomeration of multinational firms in comparison to the agglomeration of domestic firms? Using a unique worldwide plant-level dataset that reports detailed location, ownership, and operation information for plants in over 100 countries, we construct a spatially continuous index of agglomeration and analyze the different patterns underlying the global economic geography of multinational and non-multinational firms. We present new stylized facts that suggest that the offshore clusters of multinationals are not a simple reflection of domestic industrial clusters. Agglomeration economies including technology diffusion and capital-good market externality play a more important role in the offshore agglomeration of multinationals than the agglomeration of domestic firms. These findings remain robust when we explore the process of agglomeration.     

从广告产业发展趋势看当前高校广告教育存在的问题

我国广告产业正处于转型升级之中,大广告产业形态将是产业发展的必然趋势。一方面,是否符合产业发展趋势是衡量我国高校广告教育质量的重要标准,另一方面,我国高等院校广告教育质量的高低将直接影响与制约着我国广告产业的转型与升级。本文旨在从广告产业发展趋势的角度检视当前我国高等院校广告教育存在的问题并提出调整与改进的方法,以使我国高校广告教育能适应产业发展需求,更好更快地推动我国广告产业的转型与升级。     

广告学的研究范式探析

现代广告学是广告产业飞速发展的产物,它源源不断地从广告实务界以度传播学、经济学、心理学、社会学等诸多学科汲取理论和实践支持。随着广告学理论研究的深入,以哲学、社会学的理论关照广告学的研究成为本学科走向成熟的必要环节,其中,范式理论的应用,更为广告学提供了不同的研究视角和不同的理论维度。本文试图在梳理广告学研究对不同范式的应用中,借鉴现有研究成果,总结专属于广告学研究的范式,并为广告学研究范式体系的构建提供一种思雏导引。     

中国广告产业集群化发展的战略选择与制度审视

本文运用产业集群理论,阐述了中国广告产业集群化发展的现实必需及其战略意义。文章在审视中国广告产业现状的基础上,指出中国广告公司要实现对广告业发达国家的超越,必须创新广告产业发展路径,走专业化-专门化-集群化-规模化的产业发展之路,专业化和专门化是集群化发展的基础和保障,规模化是集群化发展的必然走向,而公共政策的制度供给则是广告产业集群化发展的迫切需求。     

Receptiveness of Black Americans to outdoor advertising

Outdoor advertisements, billboards especially, represent important advertising vehicles yet they receive little attention from marketing researchers. Many managers assume that the medium has limited segmentation potential beyond geographical, yet this study reveals major differences. Based on two sets of focus groups and a survey of over 1600 users of heath service facilities in Louisiana, Black Americans appear significantly more receptive than White Americans to billboards, using measures of awareness, information conveyance, influence, and overall views.These differences persist across most education/income level combinations; significant interaction effects emerge between receptiveness, race, education, and income. The authors draw from socialization theory to explain some of the difference but suggest the high exposure of Black Americans to billboards, plus their greater openness to advertising, also contribute. Many advertisers target Black Americans and this targeting is a subject of public policy concern, giving these findings implications for marketers, researchers, and policy makers.