论我国农村墙体广告的历史演进

本文首先探讨了我国农村墙体广告的价值与职能,接着研究了它的发展历史,从广告重心、风格和形式等视角梳理出其演进脉络,肯定了它在农村改革与发展过程中所起的重要作用,最后指出了这种广告媒介的未来发展趋势。     

Broadcasts for a billion: the growth of commercial television in China

At present, Chinese television reaches 35% of the population (80-90% in urban areas) and is used by the government as a source of education and information. In recognition of the potential market represented by 1.1 billions consumers, Western advertisers have commissioned elaborate market research studies. Drama, sports, news, and movies are consistently identified as the favorite type of programming among Chinese television viewers. About 75% of Beijing adults watch television daily, making the medium both an important target for advertising campaigns and a way for Westerners to influence Chinese business and government leaders. Western advertisers have tended to concentrate their investments in the more urban, affluent regions where products have the greatest likelihood of being sold. There has been a recent trend, however, toward industrial commercials, with British and French companies buying television time to promote their image as partners in China's modernization. Key to the future of commercial advertising on Chinese Television. In many provinces, local television stations have developed a unique character and portray different sociocultural values than the national channel. Outside advertisers have sometimes experienced problems with local networks that substitute local advertising without informing the network. To correct this situation, the government is enacting pro-sponsor regulations that forbid the preemption of the national channel and its advertisements. At the same time, efforts are being made to improve relationships with local television stations by either paying them a fee or airing local commercials on the national network.     

沟通融合，共谋中日广告业发展——访日本电通株式会社董事三巨头

丹桂飘香,秋风送爽。2008年10月,中国教育部·电通广告人才培养基金项目——第三届中国广告人才培养研讨会在南京东郊隆重开幕。研讨会间隙,记者采访了与会的日本电通公司的“三巨头”——日本电通株式会社常务董事中本祥一、日本电通株式会社董事松岛训弘以及北京电通广告有限公司企画战略本部长冈崎茂生。三位就电通发展、中国广告业未来、新媒体对广告业影响等问题发表了自己的看法。     

经济严冬中广告业的破冰之道——广告公司参股企业发展路径探寻

经济严冬的到来,中国广告业欢喜困惑并存。面临国外广告集团本土扩张,本土广告产业化发展成为必由之路。通过对广告业作为创意产业的重新定位,对广告公司参股企业可行性分析和“捆绑式”商业模式进行探究,作者认为本土广告公司充分利用知识资本参股企业合作发展可以走上产业化、规模化、专业化之路,这无疑是经济危机严冬广告业的破冰之道。     

Challenges facing China's television advertising industry in the age of spiritual civilisation: an industry analysis

Foreign firms face a number of cultural, legal and industry challenges as China's television advertising industry is asked to contribute not only to the country's material civilisation but also its spiritual civilisation. Since the early 1990s, Chinese Government policies have focused on advertising content in relation to both censorship and moral issues. This paper provides an insight into the challenges facing advertising and outlines opportunities for researchers, educators and international scholars into the new millennium by tracing the growth and changing role of advertising in China.     

广告业要解决大问题才能大发展

在最近国务院常务会议通过的文化产业振兴规划中,广告业作为首要重点文化产业之一被列入振兴的对象,表明了政府对广告业的再度重视。对广告业来说这是一个重大利好,而习惯被冷落的广告人也有些“受宠若惊”了。     

Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets

We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.     

From foreign investors to strategic insiders: Shifting parameters,prescriptions and paradigms for MNCs in China

Multinational corporations (MNCs) entering and operating in China have been significantly changing their dominant strategies over the past two decades to cope with China's shifting competitive and regulatory environments. The new strategies have resulted in a status shift such that MNCs are no longer merely “foreign investors”; they have become “strategic insiders” who view their large-scale China operations as key to their overall corporate success. To provide an overarching picture of this status shift, this article identifies and discusses shifting competitive parameters facing MNCs (from scant to strong competition, from niche to massive competition, from single- to multi-market competition and from structural similarity to multiplicity), as well as the shifting regulatory parameters they face (from entrance to operational intervention, from separation to convergence with domestic policies and from national control to regional regulation). This article also analyzes the shifting dominant strategies MNCs use to deal with changing environmental landscapes, including shifts from parent to national integration, from production relocation to value chain localization, from competence transfer to competence building, from competition to coopetition, from repetition to adaptive diversification and from alliance building to restructuring. This article concludes by discussing how the above strategic shifts provoke the extension and rethinking of extant MNC theories and what future issues merit particular attention.     

The determinants of foreign direct investment in China: The case of Taiwanese firms in the IT industry

This study illustrates the factors that affect a firm's intention to engage in foreign direct investment (FDI) in China, using Taiwanese firms in the Information Technology (IT) sector as an example. By building upon the literature, we investigate a firm's decision to engage in FDI by taking industry and firm factors into consideration. This study applies an event history technique to perform an empirical analysis, taking into account the conditional probability of the element of time. These factors are analyzed in a dynamic context using a sample of 667 Taiwanese firms in 10 industries between 1996 and 2005. We find that network linkages, the expansion of markets, and China's incentive policies positively affect the intention to engage in FDI. A firm with a higher degree of export orientation and larger firm size also has a strong effect on motivating FDI.     

中日韩造船: 谁扬优势谁称雄

按英国克拉克松研究公司公布的造船产量(修正总吨)计算,近两年世界前六位造船国产量所占份额分别是:第一位韩国,2004年占世界份额34.1%,2005年占世界份额35.8%:第二位日本,2004年占世界份额32.9%,2005年占世界份额31%:第三位中国,2004年占世界份额11%,2005年占世界份额13.3%;第四位德国,2004年占世界份额3.7%,2005年占世界份额4.1%;第五位意大利,2004年占世界份额3.2%,2005年占世界份额1.5%;第六位波兰,2004年占世界份额2%,2005年占世界份额2.2%.     

Providing a critical service today for tomorrow's consumers: A relational model of customer evaluations and responses in the child care industry

Based on data collected in the important and rapidly expanding child care services industry, this study develops and tests a model that examines the relationships among customers’ evaluations of service performance dimensions, their satisfaction with and trust in the organization, as well as their word-of-mouth intentions and also investigates the role of social status in the proposed relationships. The results show that non-interpersonal (i.e., hard) service quality attributes have a greater impact on customer satisfaction while interpersonal (i.e., soft) service quality attributes have more influence on trust. Word-of-mouth intentions are primarily driven by trust and the hard dimension of service performance. Social status is shown to act as a moderator of many of the relationships in the model. The findings of the study offer important implications for providers of child care and other consumer services that are high in credence qualities.     

Social ethics and the emergence of advertising in China: Perceptions from within the great wall

While interest in doing business continues to rise steadily, information concerning the evolving social ethics of Chinese managers is sparse. This study reports the findings obtained from intensive interviews with thirty-nine Chinese advertising executives. In general, there appears to be developing a cautious optimism about the role of advertising in the Chinese economy. Findings are compared with earlier studies of American and Hong Kong managers and it is suggested that further research and observation is needed to track the development of business ethics in this largest of the world's developing nations. His most important publication is: ‘The Nature of Importance Perceptions: A Test of a Cognitive Model’,Organizational Behavior and Human Performance (April, 1983).     

International expansion of transnational advertising agencies in China: An assessment of the stages theory approach

This paper examines the expansion of multinational enterprises (MNEs) in a service industry to a country which is both developing and in transition—i.e. the advertising industry in China—to assess how useful the stages theory is in understanding internationalisation issues in today's globalised world. Three of our findings are consistent with the expectations and formal denouement of the stages approach: (a) the agencies increased their involvement in the China market over time; (b) the agencies went through organisational structure change through an incremental process; and (c) the internationalisation process was much faster for late entrants. On the other hand, some findings are not congruent with the theoretical explanations or logic of the theory. The main reason why agencies change their form of operations to a more involved mode, according to executives, was that their clients’ investment in China had increased. They argued that change in operational form is client-driven, rather than being driven by an increase in market knowledge. In sum, form must not be taken for the substance, although some aspects of the Uppsala model can explain the stages and changes of modality in MNE operations in China.     

从一元到和谐:中国经济模式探索

新中国成立初建立起一元化经济模式,即使在这一经济模式下老一辈革命家仍未停止对和谐经济模式的探索,然而由于当时国际、国内环境的制约,这一探索被迫终止近二十年。随着改革开放的展开、深入,和谐经济模式的探索步入正轨,经过几代中国共产党人的努力,和谐经济模式初步形成。实践证明,和谐经济模式是成功的,是经得住实践检验的。     

从利益独占到利益分享——中西分享经济理论述评

为解决经济发展动力不足的问题,20世纪80年代,中西经济学家不约而同地提出建立起一种新的利益共享制度来消除传统体制中的利益矛盾,即分享经济的思想。从本质上看,分享制是一种产权分散分布于非人力资本所有者和人力资本所有者的制度安排。分享制虽然旨在提高薪酬的可浮动程度,但它决不仅仅是一种工薪制度。与传统的薪酬相比,利润分享制下的薪酬水平要随着市场条件的变化而变化,让工人的工资与某种能够恰当反映厂商经营的指数相联系,因而能够自动抵制失业和通货膨胀。     

The role of networking and commitment in foreign market entry process: Multinational corporations in the Chinese automobile industry

This study addresses the role of business networking and commitment to local market when MNCs enter an emerging market. We investigate the reasons for variations in the speed of MNCs’ foreign market entry. Particularly, we examine whether MNCs’ networking with the key local actors facilitates MNCs’ entry and whether learning and commitment in the context of networking affects the speed of MNCs’ entry process in the Chinese automobile market. The study is based on the experiences of three MNCs, a U.S.-based firm, a European firm, and a Korean firm. Data is collected through in-depth interviews and through secondary sources related to the entry process of these cases. The cases illustrate that speed of foreign market entry is significantly influenced by business networking between MNCs and the key business and socio-political actors, since different types of business networking determine the level of learning and commitment. Our cases also show that the effects of business networking generated during the initial foreign market entry by the MNC may be different than those during sequential entries.     

显性化:我国存款保险制度的未来演进

隐性存款保险构成了显性存款保险的逻辑起点,而显性存款保险是隐性存款保险的演进方向。非国有经济的扩展使国家提供隐性存款保险的收益大幅度降低,而金融业的开放也使得国有银行偏好真实资本的注入以及与此相伴的显性存款保险制度。     

How advertising is covered in the Egyptian press: a longitudinal examination of content

The possibility of Egyptian attitudes towards advertising being affected by exposure to media portrayals of advertising is discussed in the context of cultivation effects. A census of all content related to advertising in Al-Ahram from 1978 through 1997 is conducted. Findings show that most columns, letters to the editor and editorials are negative in tone, and most news stories dealing with advertising are neutral. Domestic and international industry practices and social aspects of advertising are commonly covered. Outdoor and television advertising are most often criticised. The concerns expressed typically involve morality, culture and deception. Calls for increased government regulation and censorship of advertising are common. It appears that the coverage of advertising in Egypt is more negative than in the US. Future research examining links between media content and public attitudes towards advertising is suggested.