摘要
本文分析了改革开放以来影响我国广告产业发展的四大关键性制度及其存在的问题,并提出了广告产业制度优化的路径及策略,即实现由政府主导型向市场主导型广告管理制度的转变,以国家广告产业园区建设为契机优化广告市场结构,鼓励和扶持媒介广告公司与企业广告公司发展,强化对外资并购与国际媒介购买公司媒体采购活动的规制。
This paper analyzes four key systems which affect the development of advertising industry and their problems since the reform and opening up in China, and then puts forward the paths and strategies of China＇s advertising industry system optimization, which are to implement the transition from government-oriented to market-based advertising management system, to optimize advertising market structure by the opportunity of constructing national advertising industry park, to encourage and support the development of advertising agencies run by media groups and in-house agencies, and to strengthen the regulation of foreign M＆A and international media companies＇ media procurement activities.
出处
《国际新闻界》
CSSCI
北大核心
2013年第7期111-117,共7页
Chinese Journal of Journalism & Communication
基金
2013年度湖北省教育厅人文社会科学研究项目"基于产业创新系统视角的中国广告产业发展研究"(编号:13g011)
武汉大学"351人才计划"的研究成果之一
关键词
广告
产业
制度
政府
市场
advertising, industry, system, government, market
