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中国广告产业转型研究

Study on the Transformation of China's Advertising Industry

杨雪

广告业 产业发展 研究 中国

2017-05-01

978-7-5203-0203-6

209

20

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内容简介

本文借鉴了产业经济学中产业结构演变与调整、产业组织调整等理论框架,通过透视中国广告产业面临的三个重大背景——国家经济发展战略、数字传播及整合营销传播,全面分析解读了中国广告产业转型的核心内涵是发展方式转型、业务转型以及产业形态转型。

This paper draws on the theoretical frameworks of industrial structure evolution and adjustment and industrial organization adjustment in industrial economics, and comprehensively analyzes and interprets the core connotation of China's advertising industry transformation as development mode transformation, business transformation and industrial form transformation by looking at the three major backgrounds faced by China's advertising industry, namely national economic development strategy, digital communication and integrated marketing communication.

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