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招标,是平衡供求关系的一种竞争方式,中央电视台首创了媒体广告的招标,至今仍是业界的一大热门话题很多人认为央视的广告招标已经走向末路,没有了持续发展的空间,而2002年招标结果的大幅度提高让他们无法自圆其说;有些人认为央视的广告招标仍然大有可为,但给人的感觉却总是大起大落,没有把握。我们究竟如何评价呢?其实招标的面纱并不神秘,纵观央视的招标历程,我们就不难看出……招标这个广告界举世瞩目的事件诞生在1994年10月,当时因为中央电视台的黄金广告一时间异常抢手,所有企业都信奉一个真理:只要广告能上中央电视台黄金时间,产品必将风靡大江南北。由于广告时间有限,企业无不使出浑身解数投入到广告争夺战中,局面可谓混乱不堪。此时的央视广告掌门人面对如此局面,决定按照市场规律和供求关系,1995年的黄金时间广告以投标的方式进行销售。没有招标时,央视1994年的“标
Bidding is a competitive way to balance supply and demand. CCTV initiated the bidding for media advertisements and is still a hot topic in the industry. Many people think that the bidding for CCTV has come to an end and there is no room for sustainable development. The tender results of the substantial increase in the year so that they can not justify; some people think CCTV advertising tender is still promising, but gives the impression is always ups and downs, not sure. In fact, the veil is not mysterious bidding, CCTV’s tender look at the whole process, we can easily see that ... ... The bidding this world-renowned advertising event was born in October 1994, when CCTV’s gold ad An exceptionally sought-after time, all businesses believe in a truth: as long as the advertising can be CCTV prime time, the product will be swept the river. Due to limited advertising time, companies are trying their best to put into advertising battle, the situation can be described as chaos. At this point CCTV head of advertising in the face of such a situation, decided in accordance with the laws of the market and supply and demand, advertising in prime time in 1995 by way of bidding for sale. No tender, CCTV 1994’s ”standard