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2005年全面开放的钟声就要敲响,令人遗憾的是,现如今几乎全行业茫然不知所措,不少广告人“失去前行的方向”、“走一步算一步”,如此的消极等待与观望,只能“坐以待毙”。全面开放,广告业身处懵懂? 外资广告公司入华10年,本土化已经卓见成效,而摸索中的本土广告公司,国际化仍然遥遥无期。我国的传媒业,以现有体制为生存背景,是全球独特的媒介运行方式。体制的制约使媒体的市场化遭遇尴尬困境,虽然极少数嫌体经营者市场意识觉醒革新了自身,但对中国拥有的数量庞大、媒体资源过剩的市场来讲却是远远不够。
It is regrettable that almost all the industries are now overwhelmed with the bells and whistles of full liberalization in 2005. Many advertisers have “lost their way” and “gone one step further,” so negative Waiting and watching, can only “sit still.” Fully open, the advertising industry is ignorant? Foreign-funded advertising companies to China 10 years, localization has Zhuo effect, and groping in the local advertising company, internationalization is still in the foreseeable future. China’s media industry, with its existing system as a living background, is a unique way of running media around the world. Restrictions on the system have made the media marketed awkwardly. Although the market awareness of a very small number of self-employed operators has revolutionized themselves, it is far from sufficient for China to have a large number of markets with excess media resources.