【作者】 汤涛；

【导师】 杨海军； 宋若涛；

【作者基本信息】 河南大学 ， 新闻学， 2008， 硕士

【摘要】 “联动”作为跨国公司与母国广告代理公司之间合作的一种形式,是伴随着经济全球化和区域经济一体化浪潮出现的。为了适应跨国公司的全球化营销战略,母国广告代理公司也展开了国际化进程,但是,跨国公司与为其提供广告代理服务的母国广告代理公司的全球化战略并不是相互孤立的,它们之间具有紧密的联系,主要表现为母国广告代理公司对跨国公司的全球战略的呼应。通过这种“联动”的业务拓展方式,跨国公司有效降低了其广告战略的风险,保持了其全球广告战略的一致性,而广告公司则完善了全球服务网络,维系了重要客户,并且在海外市场开发了新客户,“联动”也因此成为跨国公司和母国广告代理公司之间的一个较为普遍的现象。日本广告代理公司较早与中国开展业务往来,日本跨国公司在改革开放初期的中国市场实行积极的广告战略。1997年以后,受日本企业在华合资公司广告策略日趋保守的影响,日本广告代理公司开始着力开发中国本土业务。同日本企业相比,欧美企业与广告公司初期进入中国大陆市场的策略更为谨慎,跨国公司在大陆的广告业务也多通过与其合作的广告代理公司在香港的子公司开展。但是从1991～1995的几年时间里,随着欧美跨国公司投资步伐加快,几乎所有的欧美广告代理公司同时在中国设立了合资公司,进而确立了其在中国广告市场的优势地位。中国在改革开放以后,特别是加入WTO之后,市场向外资大幅放开,经济规模迅速扩大。通过多年激烈的市场竞争,中国本土已经出现了一批具有良好成长前景和较强竞争力的企业,但是国际性品牌的建设仍然是这些企业面临的一个主要任务。同时,中国本土广告企业也在与国际广告公司的合作与竞争中逐渐壮大,中国国内拥有了一批熟悉国内国际广告运作管理的人才,本土公司的经营管理模式正在与国际接轨,中国本土广告公司初步具备了国际化的条件。为了适应中国企业的全球化,同时也是优化我国产业结构的需要,本土广告公司应当抓住机遇,整合有效资源,以使企业早日能够参与国际市场竞争。更多还原

【Abstract】 Interaction, as a cooperative form of multinational companies and local advertising agency companies, appears with the trends of economy globalization and regional economic integration. In order to adapt the globalized marketing strategy of Multinational Corporation, the local advertising companies also have started the progress of internationalization. However, the two sides are not isolated from each other. The close relationship between them mainly lies in the consistency of local advertising agency company with the globalization strategy of Multinational Corporation. Through the interaction, the multinational corporation has reduced the risk of advertisement strategy effectively and maintained its uniformity of global advertisement strategy. Meanwhile, the advertisement company has consummated the global service network, maintained the important customer and developed the new customers in the overseas market. It brings mutual benefit, and so interaction becomes a common phenomenon between Multinational Corporation and local advertising agency company.The Japanese Advertisement agency Company contact with China early, and the Multinational corporation implements the positive advertisement strategy in the Chinese market, which in the initial reform and Opening-up period’s. After 1997, as the influence of the Japanese Enterprise in China’s venture advertisement strategy, the Japanese advertising agency companies is started to develop the Chinese customer. Compares with the Japanese Enterprise, the European and American Enterprise and the advertisement companies enters China market are more discrete at initial period, Multinational corporation’s advertisement services through those in Hong Kong’s subsidiary company development. But from 1991～1995, with the European and American Multinational corporation quickly invest in china, nearly all European and American Advertisement agency Companies has set up the Joint venture in China, then established it’s superiority status in the Chinese market .After the Reform and Opening-up in China, especially after the entering of WTO, The market opens largely to the foreign capital, and the economical scale expands rapidly. Through the intense competitions of market for many years, there have been many enterprises with good prospect and strong competitive power. They have started their service in the international market, but the construction of the international brand is still the primary mission which they face. At the same time, the advertisement enterprise of native land in China expands gradually during the cooperation and the competition with the international advertisement company. A group of talented persons who are familiar with domestic international advertisement operation management appears in China. The management pattern of the native companies is connected with the international trail. They have met the requirement of internationalization initially. In order to adapt the globalization of Chinese enterprises and develop the industrial structure, the native advertisement companies must make good use of the opportunity and integrate the effective resources so as to enable the enterprises to participate in the competition of international market soon.更多还原