中国广告产业发展研究

()001(CIP)/.:,2005ISBN7-224-07373-3....F713.8CIP(2005)076418::(147:710003)::850mm1168mm1617:240:200591200591:1-1000:ISBN7-224-07373-3/F954:30.00]1]1,,,25,,,,,,,,,,,,,,,]2]2WTO,,,WTO,,,,]1]1111.111.1.111.1.261.281.2.181.2.291.312215]2]22.1152.1.1152.1.2202.2222.2.1222.2.2252.3352.3.1352.3.2422.3.3472.4512.4.1512.4.2532.5592.5.1592.5.2612.5.3632.6683693.1693.1.1693.1.2723.2743.2.1(19791980)743.2.2(19811990)743.2.3(19912000)76]3]33.2.4(20012003)793.3813.3.1823.3.2833.3.3863.4883.4.1883.4.2913.5953.5.1953.5.2963.5.31013.610341044.11044.1.11044.1.21084.21144.2.11154.2.21224.2.31274.31284.3.11294.3.21364.4137]4]44.4.11384.4.21414.4.31424.51444.5.11444.5.21484.5.31504.5.41534.615451555.11555.1.1(19791990)1575.1.2(19912000)1575.1.3(20012004)1625.21655.2.11655.2.21705.31755.3.1(4A)1765.3.21785.3.31805.418361856.11856.1.11856.1.2186]5]56.1.31866.21876.2.11876.2.21896.2.31906.2.41926.31946.3.1WTO1946.3.2WTO1976.3.32026.3.42086.421072117.12127.1.1,2137.1.2,2147.1.3,2147.1.4,2157.22167.2.12167.2.2218]6]67.2.32187.32207.3.12217.3.22237.42247.522682278.12298.1.12298.1.22308.1.3,2318.22328.2.12338.2.2,2358.32368.3.1,2378.3.2,2388.3.3,]7]72388.3.4,2398.42419242245257]1]111.11.1.1197925,,,,1,,,(1987)(1987)(1995),,,,,,,,:25,2004,34]2]2,(,2004),2,251979,,,25,19832.340.039%0.227,1993134.090.388%11.314,200310800.92%78.26,1983199310,57.39.9549.84;19932003,8.05GDP2.376.9220461.5423.59344.763,,2080904,9021(,2004):,20049,25:,,2000,46:2003,20046,39:,20054,71]3]3,20,,(,1997)5,,(,2005),,6,,251983,1.1843,199368.9948,2003559.0285,,,,,,,,,,,,,:,,199710,3:2004:2004,20051,30(2000,7)25(2004,95105)]4]4(,2004),7,,,,(,2005)825,,2004,444.8378,41.24%,19830.48079925.22,,9,,,(1981)(1981)(1985)(1986)(1987)(19892000)(1990)(1995)(1996)(2003),:,20051,24,,,:,20051,28]5]5,,,,,,(,2005),,10,1000,,,,,,,11,,:(1981),(1981),(1985),(1986),(1987),(1990),(1995),(1996),(2000),(2003),,:,20053,76:Alain,,20052,97]6]6,(,2005)200312,1078,,,(,2005)1.1.2,,,,,,25,,,,,,,:,20053,76,,,,,:,20053,79]7]7,,,1213,14,,,,,,,,,,,20032004(20037,20032004),,,,,,,,,;,,,,,]8]81.21.2.1,,,:,,,:,,,:25,,:]9]9,,,,,,WTO,1.2.2:;,,,,;:,]10]10,,,,,,,,,,,,,,,,,]11]1111]12]12,,,,,,111.3,,,,,,,,,,,,,,,]13]13,,,,,,,,,,,,,,,,,,,4A,4A,4A4A,4A,4A]14]14,,,,,,]15]1522.1,16,,20,,(W.D.Scott,1901),2.1.1(1)(19401960)20,(Marshall,1919),19,,,1920,1900(HarlowGale),,1901(WalterDillScott),,12,(),,,19021905,]16]16,15204060,,,(N.H.Borden,1942)(N.Kaldor,1948),(R.Dorfman&P.O.Steiner,1954),(E.H.Chamberlin),(N.S.Buchanan,1942),,D&S16(J.S.Bain,1956),17,,(M.WeberL.Feckner,1958),Marshall(1919).,IndustryandTrade,Forthedition,MacmillanandCo.Limited.p.405.Dorfman,R.andP.O.Steiner(1954).OptimalAdvertisingandOptimalQuality.AmericanEconomicReview,44(5):82636.Bain,J(1956).,IndustrialOrganization,NewYork,JohnWileyandSons,p.56.]17]17(2)(19601970)206070,,;;(1933),,,ES(E.S.Mason)(19511959),;(1959),,,,,,:,,,;,,,,,,,,,Bain,J(1956).,IndustrialOrganization,NewYork,JohnWileyandSons,p.186.:,,,,,,,,,]18]18,,,(E.M.Scherer,1980),,18:D.F.Gneer(1971),W.S.ComanorN.A.Wilson(1961),J.J.Lambin(1973);,;,,(Nelson,1974)(Nelson,1980)1920,60,(3)(198020)Cable,J.(eds)(1994),CurrentIssuesinIndustrialEconomics,TheMacmillanPressLtd.pp.182-190.Nelson.P.(1974):AdvertisingasInformation,J.PoliticalEconomic,81(4):72954.Nelson,P.(1970),InformationandConsumerBehavior,J.PoliticalEco-nomic,78(2)31129.]19]19,,,,21607080,22,232080,24252627R.S.Chmalensee(19721986)W.D.Reekie(1986),A.Koutsoyiannis(1982),M.Stegemande(1991),S.Dutka(1998),GalbraithJ.K.,TheAffluntSociety(Boston:HoughtonMifflin,1958.pp.13062.Willianmson,O.E.,FranchisebiddingfornaturalmonopolyingeneralandinrelationtoCATV.BellJournalofEconomics,1979.P135.Steven,K.V.,Freemarkets,morerules:regulatoryreforminadvancedindustri-alcountries,CornellUniversityPress,1996.pp.28695.Schmalensee,R.,EconomiesofScaleandBarrierstoEntry,JournalofPoliti-calEconomy,89(December1981),pp.122838.]20]202.1.22080,,(1982)28,,(1985)29,(1987)30,,903132(1996),Schmalensee,R.,OutputandWelfareImplicationsofMonopolisticThre_de-greePrice_Discrimination,AmericanEconomicReview,71(March1981),pp.24247.Chintagunta,P.andN.J.Vilcassim(1992).AnEmpiricalInvestigationoAdvertisingStrategiesinaDynamicDuopoly,ManagementScience,38(9):123044.Feichtinger,G.andR.F.HartlandS.P.Sethi(1994).DynamicOptimalControlModelsinAdvertising:RecentDevelopment,ManagementScience,40(2):195-226.:,19822,7:,19852,8:,19872,6:,19962,12]21]21(1997),(1997),(1997),,,,33,(1998)34,(1999)35:,,19972,39,,,,,,,,R&D,R&D,:,,1997,16:,1998,115]22]22,(2000)36(19992000):,,,,,,2.22.2.1,,PA(P.S.Samuelson,1954),37:Xj=j1Xij(j=0,1,,J),X;I;j,Xjj,I,::,1999,38:,2000,26PA::,1954,387389]23]23,;,,Xk=Xki,XkXki,,:(purepublicgoods)(quasi-publicgoods),,,:,,;,,;,,;,,:(meritgoods),;,(1993)38,2121,,,,,,,,,,,,:,51,52,1993,6970]24]24::::,;;;;,,,,,,,,,,,]25]25,22,:,,,,,,,(),,(),,,,,,,,,,,,,,:,,,,,,,,,,,,,,,,,,]26]26221þó.2þó.3þó.()4þó.()5þó.6þó.7þó.2.2.2(),,,(),:,51,52,1993,6970]27]27:;;(1),D(D.Potter,1969):,(shapingpopularstandards)39,,(dualproductmarket),,,(mediaproductmarket)(advertisingmarket)D(D.Ogilvy,1956)402050(