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2012年的中国貌似什么都缺,就是不缺钱。淘宝天猫双十一当天促销营业额冲击到了191亿,加多宝争抢中国好声音冠名广告费高达两亿元,而中国广告业上市公司的并购规模也都是亿级起步的。不过,正像金融市场泡沫性繁荣一样,广告业的天价数字水份也不会少。广东省广和蓝色光标是中国广告业严格意义上的上市公司中的两面旗帜,两家在上市之后不约而同地走上了并购之路,而选择这条道路除了多快好省地做大规模之外,另一个理由是应对像WPP这样的外资巨头并购的威胁。我们在为中国广告公司终于走上资本快车道而庆幸的同时,也为过快地扩张表示担忧。
What looks like nothing in 2012 in China, is not lack of money. On the day of Taobao’s Lynx dual-11 sales, the sales volume hit 19.1 billion. GDB has won the title of “China Good Sound” with an advertising cost of up to 200 million yuan. However, the scale of M & A in China’s listed advertising companies has also started at 100 million. However, just like the bubble bursts of financial markets, there is no shortage of high price figures in the advertising industry. Guangdong Guanghe Blue Cursors are two flags in the strict sense of the Chinese advertising industry and the two are invariably on the road to mergers and acquisitions after their listing, , Another reason to deal with the threat of mergers and acquisitions by foreign giants like WPP. While we are fortunate that Chinese advertising companies have finally embarked on the fast track of capital, we are also worried about the rapid expansion.