文档介绍：华中科技大学
硕士学位论文
本土广告公司集团化发展研究
姓名:刘传红
申请学位级别:硕士
专业:工商管理
指导教师:聂鸣
20060425
摘要
广告公司集团化趋势始于上世纪 80 年代的西方发达国家。国际广告业巨头在完
成了一次又一次的并购之后,其实力和规模不断扩大,成为世界广告市场的主宰力
量。随着 2005 年 12 月 10 日的到来,中国广告业已经实行了对外资的全面开放。从
1986 年第一家中外合资广告企业成立到现在,国外广告企业从合资到控股再到能独
资设立广告公司,经营权限不断扩大,经营业绩不断提高,成为中国广告市场上最具
实力的广告群落。尽管改革开放给中国广告业的发展带来了无限生机,发展速度令
世界瞩目,一批优秀的本土广告公司也在不断涌现,但广告公司数量多、规模小、
实力弱等诸多弊端依然存在。目前,中国广告业正处在一个关键的转折点,面对经济
全球化潮流的冲击,面对国外广告集团的蜂拥而入,中国广告业的市场竞争空前激
烈,本土广告公司的生存环境日渐艰难。本文从产业组织和企业战略角度出发,对广
告公司的发展历史进行了较为全面的考察,通过文献分析、比较研究和深度访谈,
在国内首次对广告集团的内涵、特征进行了较为详细的论述,分析了国外广告集团
的发展背景和原因,指出了我国广告公司集团化发展的重要意义,并对本土广告公
司集团化的模式和对策进行了探讨。

关键词:本土广告公司;集团化;发展研究
I
Abstract
The trend of advertising agency collectivization began in 1980’s in western
developed countries. With more and more merger and acquisition, the strength and scale
of international pany are ing larger and stronger. The advertising
market of 21st century will be dominated by a few advertising agency groups.
With the advent of December 10, 2005, China’s advertising industry has opened to
foreign pletely. After the first establishment of joint-venture advertising
company in 1986, the business scope of the foreign adverting agency expanded and their
operational performance improved. Not only can they set up joint-venture and holding
company, but also set up the pany by their own. Therefore, they e
the main player in advertising market of China.
China’s open-up policy has brought tremendous opportunities in advertising industry.
The speed of development is astonishing. There are many numbers of excellent domestic
panies. However, there are still some problems and disadvantages, such as
large quantity, small scales and weak strength.
Currently, China’s advertising industry is on the turning point. Facing the impact of
economic globalization and entry of foreign advertising agency groups, petition in
China’s advertising market is more and more fierce. The environment of domestic
panies es hard