中国广告业：在发展中摆脱困境

进入21世纪后中国广告业发展的瓶颈不断，广告这个新兴产业正在全球创意产业勃兴的大背景下寻求突围。     

区域性广告公司发展探讨：探寻区域广告公司创新路径

虽然一些业内人士对中国广告业不明朗的发展前景感到担忧，但中国广告业仍不乏中流抵柱，区域性的强势广告公司就是其中的代表。     

中国广告业通向未来的路径思考

国际上的知识产权保护力度空前加强，在新的经济格局中创意产业所做出的贡献日益突出，如欧共体把创意产业作为21世纪的关键性产业。我国也力图从中国制造走向中国创造，要实现从手的制造到脑的创造，创意产业的发展是重要而必要的保障。面对这样的国际国内形势，创意产业的发展空间无疑是越来越大。     

我国广告业上市公司的发展分析

随着传播环境的多元化和政策环境的日益宽松,产业整合成为我国广告业下一步发展的重要方向,运用资本是实现产业整合最主要也最易操作的方式,而上市作为运用资本的一个主要方式,对我国广告企业的发展有很重要的意义。本文介绍了我国现有广告业上市公司的发展历程、上市方式、上市地域和公司类型的分布,对近十年我国广告业上市公司的发展概况进行梳理,并对广告业公司运用资本的制度环境进行了分析,试图为广告企业更好的了解上市的途径和作用,借助公众资本促进自身发展提供一些参考。     

当前国内广告业发展瓶颈及趋势浅析

广告业作为我国增长最快的行业之一,为我国的经济增长作出了无可取代的贡献。但我们不能否认的是,目前国内对广告功能的认识不全面、广告的社会性及文化性的缺失、广告虚假、违规导致巨大的负面影响等行业诟病,已经成了限制广告业发展的瓶颈。笔者对以上问题进行了简单的剖析,并提出了相关的解决建议。国内广告业必然会随着时代的发展,使广告传播由偏重广告之于推销,完成向广告之于营销与传播整合的转移,并且完成广告业向创意产业的全面升级,这些都将带来非常可观的经济效益。     

用产业聚集的原理论证海南广告业的发展

本文通过对产业聚集原理的解读,和对海南广告业发展现状的分析,论证了海南以广告业为主导产业的产业聚集发展趋势.     

创意产业的发展路径探析

创意产业已经成为全球经济发展新引擎。本文首先从创意的出路在于产品化、产业化出发,提出了建立完整高效的产业链条的必要,其次,对创意产业和产业链进行了界定,最后从理论上探究了创意产业链的构建思想。     

广告创意的价值转换与体现——广告行业在创意产业发展背景下的反思

创意产业正在当今国家的经济竞争中扮演越来越重要的角色,本文试图探讨在创意产业发展的背景下,创意对于中国广告行业的重要性,以及中国广告业创意边缘化的现实。并就广告行业在今后的发展过程中,应如何体现创意的价值提出了独到的见解。     

区域广告业的未来发展

对中国广告市场外资主导的倾向,对本土广告公司的未来发展,我曾表示深切忧虑。有学者认为,外资主导尚未构成对中国广告产业的严重威胁,其理由之一,便是近年本土广告公司尤其是区域性本土广告公司的卓越成长。     

新时期中国广告业发展面临的机遇与挑战

当今世界,科技进步、经济发展,我国的综合国力持续提升,给中国广告业发展带来新的历史机遇和成长空间。同时新的市场竞争环境、信息传播环境等因素的变化,也给传统广告业带来更为严峻的挑战;中国广告业必须通过持续的创新,增强核心竞争力,才能把握机遇、迎接挑战,创造美好未来。要在进一步明确认清产业定位,规划产业发展战略和调整产业发展模式的基础上,     

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。     

中国广告产业的战略转型与产业核心竞争力的提升

本文运用核心竞争力理论,具体阐述了广告产业核心竞争力的内涵,通过对当前中国广告产业转型问题的深入剖析,提出广告公司经营的“泛专业化”和主营业务的“模糊化”,正严重消解中国广告产业的核心竞争力。作者在比照全球广告产业两次重大升级的基础上,指出中国广告产业的转型是广告产业可持续发展的战略必需,转型的核心和目标就是以广告产业为主导整合营销传播的相关领域,转型的实现途径是通过广告公司价值链的集聚和张大,提升广告产业的核心竞争力。     

广告代理公司工作环境的不同对广告开创性业务成果的影响——以情绪智商(EQ)和社会智能(SQ)为中心

本研究以广告代理公司中就职的员工为研究对象，对广告代理公司不同的工作环境对广告开创性业务成果的影响进行研究。所得结论为：1、综合广告代理公司和广告制作公司在社会智能的下属属性中社会性技术的心态，情绪智商的下属属性中情绪调整和活用情绪及开创性业务成果认识上都存在着差异；2、广告企划者和创作组广告人的社会智能和情绪智商及开创性业务成果认识识别上没有差异。因此，在广告代理公司中，与创意性成果有着紧密关联的广告企划者和创作组，都非常了解应重视开创性业务的重要性；3、广告人工作时间越长，社会智能和情绪智商对创意性业务成果的认识越高；4，广告人的工作时间和职位越高开创性业务成果认识越高。     

基于市场良性发展理念的广告监管创新模式——以深圳市市场监督管理局广告监测中心为例

广告市场发展的不规范性使得政府的广告监管工作成为必然。广告监管的理念应以促进广告行业良性、健康发展为导向,在整体、动态、开放的监管方式下创新监管模式,客观公正地为广告主、广告经营者、广告发布者以及受众服务。     

Bring in the brewers: business entry in the Swedish brewing industry from 1830 to 2012

This article analyses long-term business entry in the Swedish brewing industry, presenting new data on its organisational historiography. Since 1830, the rate of entry has varied considerably; entries increased progressively from the 1850s, and fell at a decreasing rate from the early twentieth century. An increasing tendency to enter the trade can be observed from the mid-1980s – in particular, there has been a considerable resurgence since the turn of the millennium. The article elaborates on explanations that are both exogenous and endogenous. Above all, the results provide support for the role of endogenous conditions. The results should be viewed as complementary to previous analyses of the (Swedish) brewing industry, which either have employed shorter analytical time-frames or have mainly focused on the role of exogenous conditions, such as changes in the institutional framework.     

Hispanic agencies and profits of distinction: an examination of the advertising industry as a field of cultural production

This project examines the advertising industry as a self-governing space that is guided by its own internal logics, but is nonetheless influenced by social dynamics at play in the larger social space. Using Bourdieu's theory of practice as a theoretical and analytical framework, this study explores the relationship between cultural capital and economic capital. Specifically, I examine the degree to which Hispanic practitioners have leveraged their knowledge of Latina(o) culture and their proficiency in Spanish as profits of distinction within the marketplace. Qualitative interviews conducted with Hispanic ad agents, general market ad agents and clients reveal that the position that Latinas(os) occupy within the social hierarchy has created both opportunities and boundaries for Hispanic agencies. This paper focuses on the practices that allow Hispanic agencies to isolate Latinas(os) from other consumers, distinguishing them institutionally and entitling them to dedicated marketing resources, but I also discuss the limitations to these practices and how such a narrow expression of the Hispanic agency's cultural capital ultimately limits their access to economic capital.     

Changing the game to compete: Innovations in the fashion retail industry from the disruptive business model

Unprecedented competition and emergent technologies have posed a challenge to many traditional retailers in recent years. Yet within this competitive environment, emerging innovative business models have thrived and successfully disrupted the industry. We analyze the nature of disruptive business-model innovations and the ways they disrupt the fashion retail industry. To that end, we examine three disruptors in the industry: born-digital brands, AI-enabled demand forecasting and product design, and collaborative consumption. After introducing the concept of disruptive business-model innovation, we discuss the three disruptors’ effects on the fashion industry. We find that all of these models keenly answer fundamental needs unmet by current business models, such as offering quality products at a competitive price, curated services, and sustainable consumption. At the same time, all three disruptors suggest effective operation models for handling demand uncertainty, inventory management, and timely responses to the market, all of which are inherent issues for current push supply chains and forecast-based, inventory-driven systems. Based on this analysis, we discuss important implications for both academics and industry practitioners.     

The genesis of the electricity supply industry in Britain: A case study of NESCo from 1889 to 1914

A study of the Newcastle upon Tyne Electric Supply Company (NESCo) provides a micro-history of the emergence of the electricity supply industry in Britain up to the First World War. This research examines the role of social capital in the establishment and growth of NESCo, the only financially successful British electric power company. Temporal bracketing was adopted to evaluate two distinct time periods: emergence from 1889 to 1899; and growth from 1900 to 1914. Family, business and social networks together with geographical and political factors secured the company’s dominant position. The structural relationship with Merz & McLellan contributed to growth through acquisitions, joint ventures, and access to new markets.     

Apartheid and business: Competition,monopoly and the growth of the malted beer industry in South Africa

The South African brewing industry experienced enormous growth in the apartheid era, following the lifting of prohibition on the sale of ‘European liquor’ to Africans in 1961. Successive international brewers and local entrepreneurs sought to benefit from increased demand in the 1970s but were unable to withstand competition from South African Breweries (SAB), the dominant player in the industry. A decade of intense competition in the brewing industry ended with the intervention of the cabinet of the Afrikaner Nationalist government. SAB's status as ‘sole supplier to the industry’ remained virtually unchallenged until the demise of apartheid and the end of South Africa's international isolation. The end of apartheid and changes in the global brewing industry brought renewed competition to the South African beer market in the late 1990s and early 2000s.     

From toys to tools: The co-evolution of technological and entrepreneurial developments in the drone industry

There is undoubtedly hype around drones and their applications for private and professional users. Based on a brief overview of the development of the drone industry in recent years, this article examines the co-evolution of drone technology and the entrepreneurial activity linked to it. Our results highlight the industry emergence described as concept validation, including product as well as market growth with different phases of technological meaning change. We argue that further steps are needed to develop drones from nice toys to professional tools—from photography and filming applications to inspection services and large cargo logistics. For innovation managers and entrepreneurs, we describe what triggers the emergence of a technology and attracts the needed actors to unleash its transformative potential. Our research is based on industry reports, news, and market studies as well as interviews with four industry actors.