论文部分内容阅读
基于项目合作或项目网络的生产模式是广告行业理想的组织形式。广告主、广告公司、媒体构成广告行业内的核心合作关系,广告公司内部,上下游技术流程、辅助配套流程、支持性机构构成分工合作关系。目前,深圳广告产业内部各主体在非交易性合作方面较为欠缺,合作双方的业务需求,合作方的信任度和沟通匹配度,合作方的规模实力、资源的依赖和互补、合作方的文化价值匹配度是影响深圳广告产业体系各要素合作关系建立及执行的主要因素。
The production model based on project cooperation or project network is an ideal organizational form for the advertising industry. Advertisers, advertising agencies, the media constitute the core of the advertising industry cooperation, advertising companies, upstream and downstream technology processes, supporting supporting processes, supporting agencies constitute the division of labor relations. At present, each subject within the advertising industry in Shenzhen is deficient in non-transactional cooperation. The business needs of both parties, the trust and communication matching of the partners, the scale and strength of the partners, the dependence and complementarity of resources, the cultural values of the partners Matching degree is the main factor influencing the establishment and implementation of the cooperative relations between the various elements of Shenzhen's advertising industry system.