论文部分内容阅读
中航公关广告有限责任公司的发展史,就是中国广告公司的“大浪淘沙”的缩影,在中国这片土地上的广告业还在摸索状态时,航空企业作为股东的背景,使这个起步就带有自己航空特色的广告公司既获得了别人没有的资源,也遇到了前所未有的困难。当人们还容易把航空和航天混淆在一起的时候,做了多年人事工作的周世忠翻过“隔行”的那座山用“诚信为本,客户第一”的企业文化风风光光地和中航公关走过了10年历程。在中航公关广告的总经理办公室里,周世忠细数了这个航空特色的广告公司的成长的辛苦和喜悦。诞生在不做广告的行业,却在广告行业里异军突起1995年,广告公司的注册控制还很严格。周世忠,这个在航空部门做到处级干部的人,挑战了“隔行如隔山”的旧俗,不相信国有企业做不好公司。在一个月时间里,写章程跑手续,第二个月把全部资金按计划落实到位,充满激情的中航公关已经开始了运作。当时中国市场上懂广告的人还是凤毛麟角,中航公关却已经在筹划新的发展方向了。我把中国广告的发展划分为三个阶段:关系阶段、关系加实力阶段、实力阶段。中航成立的初衷是给航空行业做包装的,但是冷静下来发现航空企业是不做广告的,这就要求中航公关必须有自己的新出路。而中国广告业
The history of AVIC Advertising Co., Ltd. is the epitome of China’s advertising company. When the advertising industry on this land in China is still groping, the aviation industry as the background of the shareholders makes this start with Advertising agencies with their own aviation characteristics not only have access to resources other people have encountered unprecedented difficulties. When people are still confused with aviation and aerospace, Zhou Shizhong, who has been working for many years, turns over the hill of “interlacing” with the corporate culture of “honesty, customer first” And AVIC has gone 10 years of history. In the general manager’s office of AVIC PR, Zhou Shizhong detailed the hard work and joy of the growth of this aviation-featured advertising company. Was born in the non-advertising industry, but the emergence of a sudden emergence in the advertising industry In 1995, the advertising company’s registration control is still very strict. Zhou Shizhong, a cadre at the division level, has challenged the old custom of “interlacing across mountains,” and he did not believe that state-owned enterprises are not good companies. In a month’s time, write the charter procedures, the second month put all the funds according to plan put in place, full of passion in the public relations has started operation. At that time, people who knew advertising in the Chinese market were still rare and AVIC was already planning a new direction of development. I divide the development of Chinese advertising into three stages: the stage of relationship, the stage of relationship plus strength and the stage of strength. The original intention of the establishment of CAAC is to the aviation industry to do the packaging, but calm down to find that the aviation business is not advertising, which requires AVIC PR must have its own new way. China’s advertising industry