| 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 |
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| 引用本文： | 董保堂.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[J].广告大观,2009(3):14-20. |
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| 作者姓名： | 董保堂 |
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| 作者单位： | 安徽师范大学2008级 |
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| 摘 要： | 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。
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| 关 键 词： | 创意产业 广告业 知识资本 股份制 |
Ice-breaking of advertising industry in economic winter:to explore the development path of advertising agency free reversed investment in client's business |
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| Dong Baotang.Ice-breaking of advertising industry in economic winter:to explore the development path of advertising agency free reversed investment in client's business[J].Advertisinc Panorama,2009(3):14-20. |
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| Authors: | Dong Baotang |
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| Institution: | Dong Baotang |
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| Abstract: | After the arrival of economy winter, China's advertising industry are both with joy and confusion.Facing the local expansion of the foreign ads groups, local advertising being industried is to become the only way.Through re-identifying advertising industry as the creative ones, exploring advertising companies on the feasibility analysis of shareholding enterprises andbundling, we can believe that local advertising industries which take full advantages of companies intellectual capital shareholding enterpris... |
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| Keywords: | Creative industries Advertising industry Knowledge capital Stock |
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