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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。
The economic harsh winter, the joy of Chinese advertising industry coexist. In the face of the local expansion of foreign advertising groups, the development of local advertising industry has become the only way. Through the reorientation of advertising industry as a creative industry, this paper explores the feasibility analysis and “bundled ” business model of joint-stock companies in advertising companies. The author believes that local advertising companies should take full advantage of the cooperative development of knowledge- Large-scale, specialization of the road, this is undoubtedly the economy of winter harsh ice advertising industry.