媒介集团在广告活动中的多重角色

华中科技大学硕士学位论文媒介集团在广告活动中的多重角色姓名：钟昀川申请学位级别：硕士专业：传播学指导教师：屠忠俊20051025IIIAbstractAdvertisingbusinessisthemainbusinessofthemediagroupinournation,andtheadvertisingincomeisalwaysthemainincomingsourceofthemediagroup.Inordertoreinforceourcorecompetenciesofourmediamarket,thenationtakesgreateffortontherevolutionofmediasystemandtheprocessofmediaindustrialization.Thebrandmanagement,IMC,profitearningpatternandotheradvancedconceptsonmarketoperationareusedinthemediaindustry.Thenewdevelopmentsneedthemediagrouptohaveare-position,modificationandcombinationontheadvertising.Thearticlebasedonthemulti-sellingpatterntheoryofmedia,analyzedtheadvertisingvaluechainofthemediagroup,cardingthetri-rolesofmediagroupintheadvertising,whichareadvertisingcarrier,advertisingagentandadvertiser.Roleforadvertisingcarrieristheresponsibilityofadvertisinginformationpublishingcarriedbymediagroup,throughtheadvertisingreleasing,pricingsetting,cooperationwiththeadvertisingagencyandpromotion.Roleforadvertisingagentisthewaythatmediagroupcontactwiththeadvertisersdirectlybytheirself-runningadvertisingagent,toprovideprofessionalservicestotheadvertisers.Roleforadvertiseristhatthemediagroupsadvocateandpromotetheirownmediaproducts,brandsandimages,tobuildbrandsonthecontentaudienceandadvertisingreceiver,bysellingtheadvertisingproductinascientificway.FocusingonthecorecompetenciesofvaluechainproducesdifferentprofitearningpatternsofMediagroups.Indifferentprofitearningpatterns,mediagroupsputdifferentemphasesontri-rolesmentionedabove,whichneedroleintegrationtoimprovetheinfluenceofthemediagroup,strengthenthecompetencies,facetheopportunityandchallenge.Keyword:MediaGroup,Advertisingbusiness,RoleIntegration,ValueChain,ProfitEarningPattern_____111.1[1]2[2][3][4][5]32.2202030456722.1[6][7]82.292.3[8][9][10][11]10[12]2.42.4.1[13]2.4.211[14]2.4.3121333.1143.23.2.1[15]153.2.2[16]16[17]3.33.3.117SMG15002499255918)183.3.23219202122[18]3.3.323[19]24[20][21]3.3.4[22]25[23]263.43.4.1[24]27[25]3.4.228[26][27]2944.1[28]30[29][30][31]31[32]4.24.2.1[33]324.2.2[34]4.3334.3.1[35]34[36][37]4.3.235[38][39]364.3.34.3.4[40][41]374.3.54.44.4.138[42]4.4.2[43]39414-112345JR6O&M&20011040[44][45]4.4.3[46]4155.142//5.25.2.1435.2.2445.35.3.1[47][48]45[49]5.3.246[50][51]475.3.3485.3.45.45.4.1[52][53]495.4.2[54]5.4.350[55][56][57][58]51[59]5266.16.1.153[60][61][62]6.1.2[63]54[64][65]55[66]6.1.36.26.2.1566.2.257[67]58596.2.36061[1]Shakespeare,W.20026208[2][3]2005[4]20055[5][6]20037[7]20042004200520057221[8]36385052[9]RobertG.Picard19943132[10]20036[11]20031[12]20032[13]20052[14]20042005[15]20039218[16][14]62[17][13][18]20042004[19][18][20]2004260[21][18][22]200092178[23]20037[24]20031216[25]20059[26]20044[27]200411[28]19972[29]20031[30]20005[31]20047[32][18][33]20051165169[34][18]256[35]20047[36][23][37][33]293[38][39]20041[40](CSM)[41]200412[42][33]146[43]20057[44]3020052[45]20036[46]200420041[47]2005912[48]2005915[49]200320042[50][20]326[51][4]234[52]2005912[53]37.3%CCTV[54][41][55]2003200420044[56][57]2120021230[58]2004122564[59][60]200420052004200520057243[61][62]IPTV[63]2004329[64]20044[65]20052[66][65][67]2004200520042005200572986566[1]CCTV20045[2]2002[3]1999[4]2003[5]2004200520057[6]2001[7]20038[8]2000[9]2001[10]20041[11]CEI2005[12]22002[13]2000[14]1997[15]1995112[16]20032[17]2002[18]19908[19]200267[20]2003[21]2002[22]20005[23]2003[24]2002[25]2001[26]2001[27]2002[28]2001[29]20036[30]1999[31]19999[32]200212[33]200110[34]2003[35]2003[36]2002[37]19999[38]2003[39]20023[40]2003[41]20032[42]682003[43]200031[44]20009[45]2001[46]2003[47]2003[48]2003[49]2003[50]2002[51]20035[52]2004[53]2005[54]2003[55]2003[56]1983[57]2003[58]E1989[59]2000[60]2001[61]199711[62]2002669[63]19923[64]1999[65]2002[66]Z2000[67]2000[68]1998[69]2001[70]2001[71]2003[72]E.2000[73]2003[74]2004[75]20041[76]2001[77]J.2000[78]J.200270[79]20024[80]2003[81]AlanB.AlabarranMediaEconomicsUnderstandingMarketsIndustriesandConceptsIowaStateUniversitPress,1996.[82]AlanB.AlbarranJohnDimmickConcentrationandEconomiesofMuliti-formityintheCommunicationIndustryJournalofMediaEconomics1996.[83]AlisonAlexanderMediaEconomicTheoryandPracticeLawrenceErlbaumAssociatesInc.1998.[84]BenBagdikianTheMediaMonopoly5theditionBostionbeacon1997.[85]CroteauDavidMedia/SocietyIndustriesImagesandAudiencesPineForgePress2003.[86]DavidCroteauWilliamHoynesTheBusinessofMediaLondonPineForgePress2001.[87]DenisMcouallAudienceAnalysisLondonSagePublications.Inc.1997.[88]DougUnderwoodWhenMBAsRuletheNewsroomColumbiaUniversityPress1995.[89]DuncanTomIMCUsingAdvertisingandPromotiontoBuildMcGraw-Hill2002.[90]EastmanSusanTylerPromotionandMarketingforBroadcastingCableandtheWebFocalPress2002.[91]Hamel.GTheConceptofCoreCompetenceInG.HamelandA.Heene(eds)CompetenceBasedCompetitionNewYorkJohnWiley