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广告代理制从微观层面讲,是一种设定广告公司报酬标准的操作方法;从宏观层面讲,广告代理制是界定主体活动范畴的机制。广告代理制中最核心的问题应该是广告代理费问题即广告主体间的经济利益分配问题。自中国开始试点广告代理制到今天,诸多的研究局限在广告代理制宏观层面,缺乏对微观主体间的关系研究。本文试从广告发展的角度,以主体间的经济利益为出发点,探讨广告代理制改革的思路,以望能构建以经济利益为纽带的广告代理体制,从而使广告行业的发展更能适应外在环境的变化。
Advertising agency system is a kind of operation method that sets the remuneration standard of advertising companies from the microscopic level; from the macroscopic level, advertising agency system is the mechanism that defines the main activity category. The core issue in the advertising agency system should be the issue of advertising agency fees, that is, the distribution of economic benefits among advertising entities. Since the beginning of the experimental advertising agency system in China, many research studies have been limited to the macro level of the advertising agency system and lack of research on the relationship between micro-subjects. From the perspective of advertising development, this article tries to explore the idea of advertising agency reform based on the economic benefits between the subjects. It hopes to build an advertising agency system that links economic interests to the development of the advertising industry. Changes in the environment.