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世界经济组织(OECD)的一位国际经济评论家曾说过,“中国经济体制改革以来,技术和市场发展变化最大的是通讯业,目前中国利润率最高的行业也是通讯业,”中国的通讯业处于快速发展的起步阶段,也是目前服务业中垄断性最高的行业,正是由于该行业有较高的垄断利润,因此,该行业的动向总是引起中外企业家的普遍关注。为了加入 WTO,中国的通讯行业多少有了一些变化。由于中国联通的诞生,独家垄断的格局总算被打破,加上中国电信、中国网通为努力加入该市场所造的种种声势,电信市场的竞争总算有了一点兆头。将中国移动和中国联通的媒体投放策略进行比较,对垄断行业的广告竞争策略进行分析,更能看出中国垄断行业广告投放策略的特色。一,电视媒体投放比较电视媒体在中国的传播力是最大的,无论从覆盖率、传达
An international economic commentator of the World Economic Organization (OECD) once said: “Since the reform of China’s economic system, technology and market have the most changes in the communications industry. At present, the industry with the highest profit margin in China is also the telecommunications industry.” "China Is in the initial stage of rapid development. It is also the industry with the highest monopoly in the service industry. It is precisely because the industry has a high monopoly profit. Therefore, the trend of the industry has always drawn the widespread concern of Chinese and foreign entrepreneurs. In order to join the WTO, China’s telecommunications industry has changed somewhat. Due to the birth of China Unicom, the pattern of exclusive monopolies was finally broken. Coupled with the various efforts made by China Telecom and China Netcom in their efforts to join the market, the competition in the telecommunications market finally showed a little sign. China Mobile and China Unicom’s media delivery strategy to compare the competitive monopoly industries advertising strategy, monopoly industry can better see the characteristics of advertising strategy. First, the TV media release TV media coverage in China is the greatest communication, both from the coverage, communication