| 中国广告业的并购时代; Merge and acquisition of advertising industry in China | |
| 卢德华 ; 林升梁 ; 关岑 | |
| 2009 | |
| 关键词 | 资本并购 跨国广告集团 应对之道 Merger and acquisition International advertising groups Methods possibly to resolve the problems |
| 英文摘要 | 本文通过对六大跨国广告集团在华并购案例的剖析,试图达到三个目的。其一,说明现阶段中国广告业的市场热点:渗透市场与终端营销、数字营销、专业营销、公关服务与信息咨询。其二,说明跨国广告集团资本运作的差异性——IPg:按兵不动,该出手时才出手;电通:谨慎合作,保持稳健成长;哈瓦斯:低调做派,掀起独资浪潮。其三,说明外资并购对中国的负面风险以及化解危局的方向——政府、行业、公司三方群策群力。; Based on the analysis of six international advertising groups with merger and acquisition in China,this paper wants to reach following goals:to show topics in focus of China's Advertising Industry at present stage; to illustrate the differences of operation between international advertising groups in China; to interpret dangers caused by international advertising groups with merger and acquisition in China and to provide methods possibly to resolve the abovementioned dangers. |
| 语种 | zh_CN |
| 内容类型 | 期刊论文 |
| 源URL | [http://dspace.xmu.edu.cn/handle/2288/121913]  |
| 专题 | 新闻传播－已发表论文 |
| 推荐引用方式 GB/T 7714 | 卢德华,林升梁,关岑. 中国广告业的并购时代, Merge and acquisition of advertising industry in China[J],2009. |
| APA | 卢德华,林升梁,&关岑.(2009).中国广告业的并购时代.. |
| MLA | 卢德华,et al."中国广告业的并购时代".(2009). |
| 个性服务 |
| 查看访问统计 |
| 相关权益政策 |
| 暂无数据 |
| 收藏/分享 |
除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。
修改评论