沉淀成本、承揽制度与全球广告市场结构

本文根据统计数据发现,全球广告市场存在着中国、欧美与日本三种不同的结构类型。通过引入业务承揽制度的差别以及由此产生的组织创新,结合广告作业中的沉淀成本,解释了广告市场的结构类型的差异;就动态而言,这一理论框架也解释了全球广告市场近20年来的重大结构变化。最后,文章扼要讨论了中国广告市场存在的主要问题及本土代理公司面临的挑战。

Sunk Cost, Client Solicitation System and the Structure of Global Advertising Market

Based on some relative statistical data, this article reveals a puzzling phenomenon that in the global advertising market there exist three different types of market structures, ie. Chinese structure, Euro-American structure and Japanese structure. In order to clarify these differences, the author introduces different client solicitation systems implemented by these three countries, which then lead to the different modes of organizational innovation. Additionally, in the process of argumentation , the author also applies the theory of sunk cost to the analysis of advertising practices. If seen from the dynamic perspective, the above theoretical framework can also be used to interpret those significant structural changes which the global advertising market has undergone during the past twenty years. Finally, this article tersely probe some major problems lurking in the Chinese advertising market and some imminent challenges confronting most indigenous advertising agencies nowadays in China.