并购：中国广告业不再零门槛

如今,资本并购已经是企业发展的常态,广告行业也不例外。2013年,宏盟与阳狮宣布合并,蓝色光标继续加快收购节奏,广东省广凭借并购利润不断增加,WPP集团的并购之路被很多同行复制。而并购对于中国广告业,或许将会成为重新洗牌和设立门槛的最好契机。     

广告业资本并购的战略思考

中国广告市场正在进入以资本并购和联合为主要特征的新一轮产业扩张,广告市场将会面临重新洗牌,也必将会诞生一批具有国际竞争力的中国营销传播集团。广告企业通过股权融资、上市融资等方式,获取企业发展的资金只是第一步,更重要的是要制定公司的发展战略,将资本的力量转换成市场优势。     

浅析跨国并购在中国的发展

进入21世纪，全球化已是经济发展的基本特征，而跨国并购的迅猛增长又成为经济全球化浪潮的一个突出特点及许多国家利用外资的主要形式之一。研究浅谈了跨国并购在中国发展遇到的问题，及中国政府、企业应如何把握这一机遇，利用跨国并购引进外资，促进本国经济发展。     

后危机时代中国企业跨国并购问题探讨

本文回顾了海外并购的基本理论,分析了中国企业跨国并购的动因。利用了中国海外并购的大量数据进行分析,并与并购动机相验证;接着建立了计量经济模型进行分析,认为中国的海外并购会随着全球经济的复苏迎来一个新的高潮,最后给出相关建议。     

跨国并购及外资并购的动机探析

在世界经济出现一系列新变化的条件下，跨国并购在外国直接投资中占有主导地位，是国际资本流动的主要方式之一。     

中国企业的跨国并购

中国内地企业在过去数年高速发展以及高盈利性增长中,积累了大量的资产,持币待购,促成了中国企业海外扩张的步伐有所加快。本文将从这一轮特殊的背景中,陈述中国企业跨国并购活动。     

后危机时代中国企业跨国并购的风险分担

后金融危机时期经济形势更加复杂难辨,我国企业的跨国并购将面临前所未有的挑战与风险。以此为背景分析了后危机时代中国企业跨国并购的风险,构建了跨国并购风险分担机制设计模型,并设计了风险分担机制表。     

中国企业跨国并购方法研究

文章首先对中国企业跨国并购的现状进行了说明,对跨国并购的相关理论进行了综述。然后从实证的角度,对跨国并购方法进行了研究,并分类总结各种方法的特点。最后,本文以近几年来发生的中国企业跨国并购的实际案例为样本,对笔者所提出的分类方法作了验证,也为中国企业跨国并购提供了实践依据。     

我国企业跨国并购的整合风险及其防范

自21世纪初的“走出去”战略实施以来,越来越多的上市企业通过进行跨国并购来增加国际市场份额,而企业并购能否成功的关键则在于其能否顺利整合。本文就目前国内外对跨国并购整合研究现状进行归纳梳理,通过对我国企业跨国并购整合过程中的文化整合风险、财务整合风险、人力资源整合风险进行分析,发现企业参与跨国并购后整合时会导致风险的外...     

浅论近现代出版集团小说期刊广告经营

19世纪末20世纪初,小说繁荣的一个突出表现是为数众多的小说期刊的出现,而具有相当实力的近现代出版集团常常是这些小说期刊编辑出版和发行的主体。近现代出版集团办刊具有的资金、人才、稿源和组织结构等诸多方面的优势,有力保证了小说期刊定时和高质量的出版;广告文本和小说文本内容和形式上的有机联系,大大提升了广告效果。广告效果的提升反过来又促进了小说期刊广告收入的增加,近现代出版集团小说期刊的广告经营有效促进了小说的传播与发展。     

The strong versus weak theory debate in the UK advertising industry

Advertising is a really important element today and its importance has been growing in the past few years. There are two schools of debate regarding the nature of advertising： the strong theory and the weak theory. This essay will discuss different opinions between these two schools in three main aspects, namely, the effectiveness of advertising, how advertising works and how to measure it. During the discussion, some examples from the UK advertising industry such as Virgin Trains, BT, Starbucks, Apple Inc. and so on would be considered. This essay proposes that each advertising theories can be explained in particular situations and no one can always be right. It would make more sense when cases are considered in both sides.     

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。     

An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.     

It's no longer mine: the role of brand ownership and advertising in cross-border brand acquisitions

Although cross-border brand acquisitions are increasingly common in the global marketplace, research on how consumers respond to them is limited. Building on social identity and psychological ownership theories, we introduce the concept of brand ownership to the advertising literature, and show its negative effects on consumer reactions to a brand acquisition. Furthermore, we demonstrate that consumers’ disidentification (i.e., an oppositional motivation) with an acquiring country moderates the negative effect of consumers’ brand ownership on consumer attitudes after a brand acquisition. The results reveal that consumers with high levels of brand ownership develop more negative post-acquisition brand attitudes when a brand is acquired by a country with which consumers strongly disidentify (i.e. dissociative vs. out-group). Furthermore, our research introduces the concept of a brand ownership appeal in advertising, and demonstrates that it is an effective advertising strategy in enhancing post-acquisition brand attitudes for consumers with high levels of brand ownership. Important theoretical and managerial advertising implications conclude this research.     

公司特征、行业特征和并购战略类型的实证研究

This paper studies 148 related and 169 unrelated acquisition cases conducted by Chinese listed firms from 2001 to 2004 and explores firm and industry characteristics of these firms prior to their acquisition. Results show that there are significant pre-acquisition differences between firms pursuing related acquisition and firms pursuing unrelated acquisition in terms of firm performance, business risk, firm size, proportion of state shares and degree of diversification profile. Except for differences in internal capital as represented by undistributed profit per share, there is no significant difference in other aspects of available resources and industry performance. Translated and revised from Guanli Shijie 管理世界 (Management World), 2007, (3): 130–137     

地方高校广告学专业实践教学体系构建——以云南曲靖师院为例

随着市场经济的不断发展,广告行业对人才的需求也提出新的要求,广告学教育也出现了新的机遇和挑战。各高校都在积极探索广告学教育的办学思路,尤其是加强对实践教学的研究。广告学专业没有固定的教育模式,需要结合高校的实际和地方经济文化的特点进行教学。根据广告学专业的特点,结合学校实际和当下的文化发展,围绕实践教学体系的构建进行研究。为地方高校广告学专业实践教学的开展提供参考和借鉴,目的在于提升广告学专业实践教学的质量,更好的培养广告人才。     

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。     

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。     

浅谈我国物流标准化

近些年来,我国物流标准化工作已陆续展开,并取得了显著成效。当前,影响物流标准化工作的主要问题,体现在物流标准制定方面,主要有物流标准化基础薄弱,物流信息标准化工作落后;体现在物流标准的推广和执行方面,主要是体制不够完善,国内标准与国际标准接轨较难,物流标准化人才匮乏。提高我国物流标准化水平,应促进物流系统内各分系统管理部门之间关系的理顺和协调,加强物流市场的培育,重视物流标准化人才的培养。