| dc.contributor.advisor | 黃仁德 | zh_TW |
| dc.contributor.advisor | Hwang, Jen Te | en_US |
| dc.contributor.author (Authors) | 李雲開 | zh_TW |
| dc.contributor.author (Authors) | Lee, Yun Kai | en_US |
| dc.creator (作者) | 李雲開 | zh_TW |
| dc.creator (作者) | Lee, Yun Kai | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 9-Dec-2010 15:20:38 (UTC+8) | - |
| dc.date.available | 9-Dec-2010 15:20:38 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Dec-2010 15:20:38 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095925030 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/49970 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 中國大陸研究英語碩士學程(IMCS) | zh_TW |
| dc.description (描述) | 95925030 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 遠在1979之年前，中國大陸並沒有廣告市場，電視和電台並不播出商業廣告，直到三中全會共產黨（1978年12月）通過了社會主義現代化的指導原則，鼓勵發展各行業，其中包括之後迅速增長的廣告業。 在發展超過30年後，中國廣告市場預計將在幾年內成為世界第二大。廣告業擁有640,000名員工，年營業額超過 10億元人民幣。此外中國2015年廣告收入預計將較之2006年達到3倍成長。 即使廣告市場持續蓬勃增長，但不確定因素仍然存在。其中包括當地員工的效率與生產力估計均低於外國企業僱員工作效率。 因而，中國之廣告市場仍被預測朝向蓬勃發展，世界仍然非常重視此一市場。因此，本研究旨在研究和比較源來自學術，廣告企業和中國的正式文件之不同的數據，以研究中國大陸廣告市場如何備繼續與國際社會同步發展。 | zh_TW |
| dc.description.abstract (摘要) | In the three decades prior to 1979, there was no advertising industry in China; TV and radio did not broadcast advertisements until the Third Plenary Session of the CCP (Dec. 1978) set up the guidance of the Socialism Modernization, which encouraged all industries, including the restoration and rapid growth of advertising.Having been developed for more than 30 years, China’s advertising market was forecasted to become the world’s second largest market within a few years. The business had 640,000 employees, and an annual turnover of more than 10 billion RMB. Moreover, the revenue from media advertising of the twelve Asia-Pacific region countries rose to US$ 83.5 billion in 2006, and China shared more than half of the region’s total amount. China’s advertising revenue was estimated to reach RMB267.5 billion in 2010, RMB519.6 billion in 2015, i.e. three times more than in 2006. Even though the expenditure of Chinese Market is prosperously increasing, there uncertainties still exist behind the prosperity and the development of the advertising market. These include the inefficiency of local Chinese advertising enterprises, on average 25 times less than foreign enterprises, and the low-productivity of local companies’ employees, which is estimated at 6 times less than that of the employees of foreign enterprises. However, the forecast for China’s advertising market remains one of prosperous development, and the world still attaches great importance to it. Therefore, this study seeks to research and compare different data from academic sources, advertising enterprises, and Chinese official documents in order to examine how modern Chinese advertising and modern media are ready to keep pace with the international society. | en_US |
| dc.description.tableofcontents | Chapter 1 Introduction ……… 1 1.1 Motivation and Purpose…… 1 1.2 Research Methodology and Expect Results ………2Chapter 2 Development of China’s Advertising Market ………3 2.1 Thirty-Year Lag in the Advertising Industry………42.2 World’s 3rd Largest Advertising Market and Ranking ………6 2.3 Two Stages of Advertising Market Growth………10 2.4 Internationalization of the Advertising Business and Its Influences ………12 2.4.1 Multinational Advertising Giants in China………122.4.2 “Scattered and Weak” Domestic Companies………13 2.5 Well-off Families are accelerating the Advertising Market ………14 2.6 Summary ………17Chapter 3 Characteristics of China’s advertising Market………18 3.1 Multiregional Market by Different Regions ………18 3.2 Straightened and Controlled by the Legal System ………22 3.3 Media Dominates the Market ………24 3.4 Limited Grouping of Newspaper ………26 3.5 Enormous Development of Private Advertising Enterprises………303.6 Summary ………31Chapter 4 Status of China’s Advertising Market………32 4.1 Advertising Expenditure on Major Media………33 4.1.1 CCTV holds the Most Advantages in Market ………354.2 Advertising Expenditure of Enterprises ………364.3 Foreign & Domestic Famous Brands in China ………364.4 Top Advertising Media in China ………404.5. New Media in China………41 4.5.1 Internet & Cell phones ………43 4.5.1.1 Popularity of Cell Phone in Major Cities………47 4.5.2 Urban Popular Media: Buildings LCD TV………474.6 Top Advertising Agencies in China………494.7 2008 Beijing Olympics ………504.7.1 Sponsors, Partners and Exclusive Suppliers of Beijing Olympics………534.7.2 Advertising Spending during the Olympic Period ………544.7.3 Winners of Olympic Advertising ………554.8 Summary………56Chapter 5 Perspective of China’s Advertising Market………585.1 Online Advertising Attracts Advertisers………585.2 Children are the Future Market………605.3 Trend of Growth in the Advertising Market ………615.4 Problems of Chinese Advertising Market………63 5.4.1 Influences of Financial Crisis………63 5.4.2 Insecure Consumers………65 5.4.3 Disorganized Online Advertisements………66 5.4.4 Lack of Consumer Credibility………68 5.4.5 Lack of Professional Manpower………69 5.5 Summary………71Chapter 6 Conclusion and Recommendations………72References………78List of TablesTable 2-1 Popular Media in China………5Table 2-2 Distribution of Advertising Turnover: 1983-2005………6Table 2-3 Advertising spend of TV, Newspapers and Magazines in the 12 Asia Pacific Market: 2006-2007 ………8Table 2-4 Globe’s Top 4 Total Advertising Expenditure across all Media: 2005-2007 ………9Table 2-5 Index of Chinese Advertising Industry: 1981-2006 ………11Table 2-6 Numbers & Revenue of Local and Foreign Advertising Companies: 2006 ………14Table 2-7 Average Revenue Comparison between Local and Foreign Advertising Companies: 2006………15Table 2-8 Spending on Cosmetics and Perfumes in China:1998-2003 ………16Table 3-1 Development of Three Regions in China;2004 ………21Table 3-2 Top 5 Advertising Developed Cities and Provinces in China:2003 ………22Table 3-3 Shares of Advertising Companies & Media during the Initial Period………25Table 3-4 Distribution of Advertising Expenditure in Different Media:2007-2008………26Table 3-5 Major Newspaper Groups in China by Circulation:2008 ………29Table 3.6 Comparison of Types of Advertising Companies:2004 ………31Table 4-1 Advertising Expenditure of Major Media in China:2000-2006………34Table 4-2 Top Advertising Media by Revenue:2006-2007 ………35Table 4-3 China’s Major Advertisers by Expenditure:2004-2007………37Table 4-4 Best Domestic Brands in China: 2006………39Table 4-5 Most Valuable Brands in China………40Table 4-6 Top Brands Spending in Different Media:2008………41Table 4-7 Globe’s Top 3 Internet & Mobile Markets ………44Table 4-8 Major Internet Sites/Portals in China………44Table 4-9 Degree of Media Attention from Audiences in Major Cities………45Table 4-10 Scale of China’s online advertising Market: 2001-2010 ………46Table 4-11 To use or not to use Mobile Phones………48Table 4-12 Accumulation of Short Message Services in China: 2004-2006………48Table 4-13 Attitude toward Buildings LCD TV in Major Cities………49Table 4-14 Recall Rates of Household TV & Building LCD TV………49Table 4-15 China’s Top 10 Advertising Agency Ranking by Revenue: 2003-2006………52Table 4-16 Sponsors, Partners and Exclusive Suppliers to the Beijing Olympics………54Table 5-1 New Product Information Images of Chinese Children ………61Table 5-2 Advertising Revenue Forecasts Based on 14.2% GDP Growth Rate………61Table 5-3 Advertising Revenue Forecasts Based on 9.5% GDP Growth Rate ………62Table 5-4 Advertising Departments in China’s Institutions and Colleges………70List of FiguresFigure 2-1 Share of Major Media Spending in the Asia-Pacific Region………7Figure 5-1 Unified Format of the Websites of Sina and Alibaba………68Figure 5-2 Consumer Confidence in Commercial Advertising………69 | zh_TW |
| dc.format.extent | 1824916 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095925030 | en_US |
| dc.subject (關鍵詞) | 中國 | zh_TW |
| dc.subject (關鍵詞) | 廣告市場 | zh_TW |
| dc.subject (關鍵詞) | China | en_US |
| dc.subject (關鍵詞) | Advertisement Market | en_US |
| dc.title (題名) | 中國廣告市場之研究 | zh_TW |
| dc.title (題名) | The development of advertisement market in China | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1888PressRelease, “IP Surveillance to Drive CCTV Market,” Available at : http://www.1888pressrelease.com/ip-surveillance-to-drive-cctv-market-pr-123884.html,2009. | zh_TW |
| dc.relation.reference (參考文獻) | Administration of Press and Publication of Guangdong Province, “The 10th Anniversary of Guangzhou Daily Newspaper Group,” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.xwcbj.gd.gov.cn/news/html//sy/cszx/xwcbglc/bcdt/article/7334471190956.html, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | BBC, “China Rarely Disclosed the Number of Laid-off Workers,” China Daily, 2002. | zh_TW |
| dc.relation.reference (參考文獻) | Available at: http://news.bbc.co.uk/chinese/trad/hi/newsid_1800000/ newsid_1805900/1805976.stm, 2002. | zh_TW |
| dc.relation.reference (參考文獻) | Bo Yiqun, “New Media in China,” Plus Eight Star, p.8. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.slideshare.net/plus8star/new-media-in-china, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Bureau of Statistics, P.R.C. “Total retail sales of social consumer goods,” February, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Business Week, “Best Chinese Brands 2006, Emerging Brand Powerhouse.” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://74.125.153.132/search?q=cache:QinAH_bA7ssJ:www.interbrand.com/images/studies/Interbrand_BCB_2006_En.pdf+Best+Chinese+Brands+2006,+Emerging+Brand+Powerhouse&cd=1&hl=zh-TW&ct=clnk&gl=tw, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | C.C.W.(計世網), "2005 Top 10 Ad Media Revealed." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://news.ccw.com.cn/internet/htm2006/20060120_11OT3.htm, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Center for Studies of Media Development,WHU, “China Media Development Study 2003~2004,” Wuhan University Press, 2005, P.222 | zh_TW |
| dc.relation.reference (參考文獻) | Center for Studies of Media Development,WHU, “Problems of China’s ad development,” China Media Develop Report, 2007,” Wuhan University Press, 2007a, p.483. | zh_TW |
| dc.relation.reference (參考文獻) | Center for Studies of Media Development,WHU, “China`s advertising development and innovative research”, China Media Develop Report, 2007, Wuhan University Press, 2007b, p.479. | zh_TW |
| dc.relation.reference (參考文獻) | Center for Studies of Media Development,WHU, "China`s advertising industry and the development of innovative research," China Media Develop Report, 2007, Wuhan University Press, 2007c, p. 484. | zh_TW |
| dc.relation.reference (參考文獻) | Center for Studies of Media Development,WHU, "The Dveloping and Forcasting of China`s advertising industry," China Media Develop Report, 2007d, Wuhan University Press, 2007d, p. 486. | zh_TW |
| dc.relation.reference (參考文獻) | Central Policy Unit, “Social-Economic-Political Trends in Pan-Pearl River Delta Region, 5th Monthly Report,” Hong Kong, Government of Hong Kong, P.R.C. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.cpu.gov.hk/english/documents/new/press/pan-prd%20B05.pdf, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | CIA, “The Chinese Media: More Autonomous and Diverse--Within Limits,” Washington. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | https://www.cia.gov/library/center-for-the-study-of-intelligence/csi-publications/books-and-monographs/the-chinese-media-more-autonomous-and-diverse-within-limits/copy_of_1.htm, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | China Daily, "A digital China in the eyes of foreigners," Beijing. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://english.peopledaily.com.cn/200412/22/eng20041222_168283.html,2004. | zh_TW |
| dc.relation.reference (參考文獻) | China Daily, "Internet eyes ad sales in hard times," China Economic Net Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.ce.cn/subject/financialcrisis/financialcrisisim/200901/12/t20090112_17929923.shtml, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | China Daily, "China bans Nike TV ad as national insult." Available at: http://www.chinadaily.com.cn/english/doc/2004-12/07/content_397920.htm, 2004. | zh_TW |
| dc.relation.reference (參考文獻) | China review, “NBC Earned 900 million US$ From Olympic Broacasting,” Available at: http://www.chinareviewnews.com/crn-webapp/search/allDetail.jsp?id=100702838&sw=%E5%A5%A5%E8%BF%90%E5%B9%BF%E5%91%8A, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | China Today, "Venerable Tong Ren Tang Goes Global." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.chinatoday.com.cn/English/e2005/e200506/p72.htm, 2005. | zh_TW |
| dc.relation.reference (參考文獻) | China Milk Powder Market, "Changsha infants Market Analysis." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.nfsc.com.cn/marketing/article_36.shtml, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Chinayes.com, “Who Can Win The Olympic Marketing Gold Medal?” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://mag.chinayes.com/MagazineBase/M24/1260/20080919173727607_3.shtml, 2008, | zh_TW |
| dc.relation.reference (參考文獻) | China Investment Net, "The advertising industry to alleviate imbalances in regional development," Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.ocn.com.cn/free/200903/guanggaoye260940.htm, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | China Media University, “Buildings LCD, the Deep penetration,” Intense Changes in the New Media, China CITIC Press, Beijing, 2008a, pp.305. | zh_TW |
| dc.relation.reference (參考文獻) | China Media University, “Buildings LCD, the Deep penetration,” Intense Changes in the New Media, China CITIC Press, Beijing, 2008b, pp.306. | zh_TW |
| dc.relation.reference (參考文獻) | Chinese University, “Advertising to Children in China”, the Chinese University Press, Hong Kong, 2006, P.37. | zh_TW |
| dc.relation.reference (參考文獻) | Chang Jin Hai, “China`s advertising development and innovative research,” Chinese media report of the Development, 2006, p.479. | zh_TW |
| dc.relation.reference (參考文獻) | Chen S.S., "China`s online ad market to weather global crisis, may benefit," Available at: http://tmt.interfaxchina.com/news/768 , 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Chiu Lisa, “Top Chinese Web Sites in World`s Largest Internet Population,” About.com, Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://chineseculture.about.com/od/mediainchina/a/topchinesesites.htm, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | CTLS, 2008, “Chinese high-end women lead the "she Era" luxury consumer,” CTR. | zh_TW |
| dc.relation.reference (參考文獻) | Available at: http://www.ctrchina.cn/ctrchina/cn/News_Article.do?article=153 | zh_TW |
| dc.relation.reference (參考文獻) | CTR, “Habits of Contacting Media are Changing,” People.com, Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://big5.people.com.cn/gate/big5/media.people.com.cn/GB/22114/86916/86917/9168143.html, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | CTR and Advertising Age, “Global Players,” and “Global Marketing”. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://adage.com/images/random/globalplayers2006.pdf, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | http://adage.com/images/random/datacenter/2008/globalmarketing2008.pdf, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | CTR Market Research, "The Braking down of China`s advertising market in 2009", Available at: http://www.enorth.com.cn, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | CTR Market Research, “Analysis on Consumption of High-End Consumer in Major Cities,” 2007. | zh_TW |
| dc.relation.reference (參考文獻) | CTR Market Research, “Ad spending forecast to grow 5-8% this year,” China Economic Net, Beijing. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.ce.cn/Industries/MI/200902/28/t20090228_18351858.shtml, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | CRT Research, “Slam the Brakes Situation in China,” 23 Jan. 2009, Beijing. Available at: http://www.enorth.com.cn, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | David Pan, "Foreigners encircle China`s ad market," China Business, Guangzhou, Available at: http://www.atimes.com/atimes/China_Business/HG08Cb01.html, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Deloitte Research Study, “China’s Consumer Market: Opportunities and Risks,” p.6. Available at: http://www.bglegis.com/China_Consumer.pdf, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Dentsu, 2004-2007, “Annual Year Report, 2004-2007.” | zh_TW |
| dc.relation.reference (參考文獻) | http://www.dentsu.com/ir/marketing/pdf/AR2004_E.pdf | zh_TW |
| dc.relation.reference (參考文獻) | http://www.dentsu.com/ir/marketing/pdf/AR2005_E.pdf | zh_TW |
| dc.relation.reference (參考文獻) | http://www.dentsu.com/ir/marketing/pdf/AR2006_E.pdf | zh_TW |
| dc.relation.reference (參考文獻) | http://www.dentsu.com/ir/marketing/pdf/AR2007_E.pdf | zh_TW |
| dc.relation.reference (參考文獻) | Dong Zen, "China`s Economy to Accelerate Frozen," United Daily, 2008, p.11. | zh_TW |
| dc.relation.reference (參考文獻) | Economy I & A, "The hegemony of Global advertising giants," Hong Kong, Available at: http://info.hktdc.com/report/top/top_050605.htm, 2005. | zh_TW |
| dc.relation.reference (參考文獻) | Eric Pfanner, "Summer in Beijing Was Strong for Sports, but Weak for Ads," New York Times. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.nytimes.com/2008/11/21/business/media/21adcol.html,2008. | zh_TW |
| dc.relation.reference (參考文獻) | Fang R. B., “10 Achievements and Characteristics,” 25 Years in China’s Advertising, China Encyclopedia Publishing House, Beijing, 2004, p. 22. | zh_TW |
| dc.relation.reference (參考文獻) | Fang R. B., “Straighten and Control by Legal System,” 25 Years in China’s Advertising, China Encyclopedia Publishing House, Beijing, 2004, pp. 24-26. | zh_TW |
| dc.relation.reference (參考文獻) | Fang R. B. “Statistics of the Development of China’s Advertising Market,” 25 Years in China’s Advertising, China Encyclopedia Publishing House, Beijing, 2004, pp.108-120. | zh_TW |
| dc.relation.reference (參考文獻) | Fang R. B. “10 Achievements and Characteristics,” 25 Years in China’s Advertising,” China Encyclopedia Publishing House, Beijing, 2004, p.22. | zh_TW |
| dc.relation.reference (參考文獻) | FriedlNet & P., "China Advertising Industry Forecast Report 2007-2010," Beijing. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.okokok.com.cn/Abroad/Class123/Class125/200704/116930.html, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | Finfacts Team, “China responsible for 75% of poverty reduction in the Developing World since 1980,” Finfacts Net. Availabl at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.finfacts.ie/irelandbusinessnews/publish/article_10003611.shtml,2005. | zh_TW |
| dc.relation.reference (參考文獻) | Financial Times, “Premier Wen Jiabao`s Interview with the Financial Times,” MFA of PRC, Beijing. Available at: http://www.fmprc.gov.cn/eng/zxxx/t535971.htm, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Fortune, "The most valuable brands in China unveiled." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://english.peopledaily.com.cn/200606/06/eng20060606_271534.html, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Gu, S. H., “The seeds of ancient Chinese advertising,” The History of China Advertising, Shandong, Jinang University Press, 2007, pp. 1-27. | zh_TW |
| dc.relation.reference (參考文獻) | Huang Shengmin, “Reducing of Consumer’s acceptance of commercial information and confidence,” Report on the Promotion Trend of China’s Advertisers, Social Science Academic Press, Beijing, 2008. p.237 | zh_TW |
| dc.relation.reference (參考文獻) | Huang Shengmin, “Promotion Trend of China’s Advertising, 2007-2008,” Report on the Promotion Trend of China’s Advertisers, Social Sciences Academy Press, Beijing, 2009, p. 23. | zh_TW |
| dc.relation.reference (參考文獻) | Huang H.F and H.Y. Ma, “On the regional development of China`s economy,” Beijing Industrial University. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.china.com.cn/zhuanti2005/txt/2006-03/29/content_6169092.htm, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Institutions of Academic of Advertising, Yearbook of China`s Advertising, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | iResearch “China Online Market report 2.” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.apira.org/download/iResearch0706281.pdf, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Itamar Medeiros, “Advertising in China: Revenue Reaches $27.78 billion US Dollars in 2008.” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://designative.info/2009/03/23/advertising-in-china-revenue-reaches-2778-bln-us-dollars-in-2008/, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Javnost-The Public, Vol. 10, 2003, p. 42. | zh_TW |
| dc.relation.reference (參考文獻) | Josh Crandall, "Growing the Mobile Marketplace," Netpop. Available at: http://netpopresearch.com/node/26589, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Kara C. and U.James, 2004, “Advertising to Children in China,” Chinese University of Hong Kong Press, H.K. pp.3-7. | zh_TW |
| dc.relation.reference (參考文獻) | Kevin L., S.M.Ian and Claudia S.D., “Building Brands in China,” Mc Kinsey Quarterly, Jun. 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Li W.T., “Commercial appeal”, China Daily, Beijing. Available at: http://www.chinadaily.com.cn/bw/2008-03/10/content_6521035.htm,2008. | zh_TW |
| dc.relation.reference (參考文獻) | Lisa Chiu, “Top Chinese Web Sites in World`s Largest Internet Population,” About.com. Avalable at: | zh_TW |
| dc.relation.reference (參考文獻) | http://chineseculture.about.com/od/mediainchina/a/topchinesesites.htm, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Liu Hong, "The Interaction between New Media and Old Media: Influencing the Politics of China." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.nottingham.ac.uk/cpi/events/event_reports/ict_symposium_14_15_06_2007/presentation/LIU_Hong.pdf, 2007, | zh_TW |
| dc.relation.reference (參考文獻) | Liu X.B., “Media reform of the system Economic Analysis”, Media Economy, Vol.2, Beijing, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Martin H. Kaplan, "Obama’s Olympic Advertising Bu." Available at: http://election2008.usc.edu/2008/08/obama-olympic-ad-buy.html, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | McKinsey, “The Number of Well-off Families in China Will top the world`s fourth,” Study on China, Views of McKinsey. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.mckinsey.com/locations/chinasimplified/mckonchina/reports/china_wealthy_household.aspx, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Meng Jen, "China`s advertising industry and the development of Chinese consumption patterns," China Journalism Review. Beijing. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | Http://www.cjr.com.cn/05cjr/system/2003/10/21/002027870.shtml, 2003. | zh_TW |
| dc.relation.reference (參考文獻) | Modern Advertising Magazine, "China`s advertising industry, 2008 annual report of the ecological survey." Available at: http://www.adnews.com.cn/bt.asp?bt=调查显示：广告公司普遍对2009年经营情况信心不足, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Modern Advertising Magazine, Vol. 4, 2006, “2005 Statistic Report on China’s Advertising Industry.”Available at: http://www.gotoread.com/s/e/?vo=977&p=40 | zh_TW |
| dc.relation.reference (參考文獻) | New York Times, “Summer in Beijing Was Strong for Sports, but Weak for Ads,” Available at: http://www.nytimes.com/2008/11/21/business/media/21adcol.html, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Mondo Times, “China National News Media,” Available at: http://www.mondotimes.com/1/world/cn/192/majormedia, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Muzi.com, "Survive or death, foreign advertisers’ investment flushing into China," Available at: http://home.muzi.com/cc/fanti/10328, 19931.shtml? Q = 1426478, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Nation`s Restaurant News, "McDonald`s pulls TV ad in China after complaints," Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://findarticles.com/p/articles/mi_m3190/is_28_39/ai_n14796466, 2005. | zh_TW |
| dc.relation.reference (參考文獻) | Neilsen Wire, "It`s A Recession, Consumers Agree- But Until When?" Available at: http://blog.nielsen.com/nielsenwire/tag/asia-pacific/, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Nielsen Media Research, “Asia-Pacific Region Main Media ad Spending Climbs 14%”. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.nielsenmedia.com.au/files/Asia%20Pacific%20ad%20spending%20in%20major%20Media.pdf, 2005 | zh_TW |
| dc.relation.reference (參考文獻) | Nielsen Media Research, "Main Media Advertising Grown 15% in Asia-Pacific Region in 2006," Available at: http://tw.nielsen.com/site/news20070416.htm, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | Nielsen Media Research, “AD Spend Soars in Asia Pacific, Ahead of Other Regions:12% Overall Growth in Main Media for 2007,” Available at: http://tw.en.acnielsen.com/site/news20080527e.shtml, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Nielsen Media Research, "TV and print media advertising a record high, China will become the world`s second largest advertising market," N.M.R. Press Release, Tokyo, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Nielson Wired, “China: Unprecedented Ad Spending Drop During Olympics”, Available at: http://blog.nielsen.com/nielsenwire/tag/beijing-olympics/, Nov 3, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Normandy Madden, "China TV Auction Shows Little Sign of Economic Meltdown," Advertising Age, Available at: http://adage.com/article?article_id=132776, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | NTC Media Information, “Review of China’s Ad Market 2008,” Beijing, 2009, p.3 | zh_TW |
| dc.relation.reference (參考文獻) | Peter Morris, "Will China be Google`s crown jewel?" Asian Times, Available at: http://www.atimes.com/atimes/China/FB18Ad04.html, Feb 18, 2004. | zh_TW |
| dc.relation.reference (參考文獻) | PRNewswire, "Spending on Convergent Platforms Will Exceed 50% of Global Entertainment & Media Spending by 2011." Available at: http://usstock1.jrj.com.cn/news/2007-06-21/000002350267.html, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | Searchina research Inquiry, "People of different ages result difference of contacting media," Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://big5.chinabgao.com/gate/big5/www.chinabgao.com/freereports/20270.html, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Hsiao Hsin-Yung, “China is never a single market,” Marketing Strategy and Direction of Opening China’s Market. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.bookwoo.com/NewsInfo/25425.aspx, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | Sherry, “Chinese netizens express mixed responses to seeing Mao Tze-Tung’s image used in condom advertisement”. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.littleredbook.cn/2009/04/15/chinese-netizens-express-mixed-responses-to-seeing-former-chairman-mao-tze-tungs-image-used-in-condom-advertisement/, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | Stephen Roach, "China`s challenge to re-balance, particular economic analysis report,” Morgan Stanley Equity Research Department, 2006, p.6 | zh_TW |
| dc.relation.reference (參考文獻) | Reuters, "World Bank Cuts China GDP Forecast as Crisis Bites," Staff Reporter, Beijing. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.javno.com/en-economy/w-bank-cuts-china-gdp-forecast-as-crisis-bites_207471, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Social Sciences Academy, “Promotion Trend of China’s Advertising, 2007-2008,” Social Sciences Academy Press, Beijing, p. 23. | zh_TW |
| dc.relation.reference (參考文獻) | Sun Shun-Hua, “The development of Internet Advertising,” The History of China Advertising, Jinan Jing Shen Printing, 2007, Shandong. p.103 | zh_TW |
| dc.relation.reference (參考文獻) | Sun, “Rapid Growth of Advertising Education After Open Policy in China,” The History of China Advertising, Jinan Jing Shen Printing, 2007, Shandong. pp.228-230 | zh_TW |
| dc.relation.reference (參考文獻) | Sun, “The development of Chinese advertising company and agency,” The History of China Advertising, Jinan Jing Shen Printing, 2007, Shandong. pp.126-127. | zh_TW |
| dc.relation.reference (參考文獻) | TMT China, "Online advertising standards need government support," Available at: http://tmt.interfaxchina.com/news/1012, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | United Daily News, "The Economic Recession is Just Begin," Taipei. | zh_TW |
| dc.relation.reference (參考文獻) | Available at: http://money.udn.com/html/rpt/rpt103647.html, 2009. | zh_TW |
| dc.relation.reference (參考文獻) | W.A.R.C., "Online Advertising Set to Buck China’s Southbound Economy," World Advertising Research Center. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.warc.com/News/TopNews.asp?ID=24416&Origin=WARCNewsEmail, 2008, | zh_TW |
| dc.relation.reference (參考文獻) | Wall Street Journal, "Marketers Flock to China`s Biggest TV Network." Available at: http://online.wsj.com/article/SB122712386114841587.html, 20 Nov, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Washington Post, "Illiteracy Jumps in China, Despite 50-Year Campaign to Eradicate It." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.washingtonpost.com/wp-dyn/content/article/2007/04/26/AR2007042602452.html, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | World Association of Newspapers, "World Press Trends: Newspaper Circulation, Advertising Increases," World Association of Newspapers, 5 June 2006 and 4 June 2007. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.wan-press.org/article11185.html?var_recherche=top100+of+newspaper+by+circulation+2008, 2006. | zh_TW |
| dc.relation.reference (參考文獻) | Wenweipo, “CCTV-Olympic Advertising Revenue 2 Billion,” Hong Kong. Available at: http://news.wenweipo.com/2008/08/27/IN0808270024.htm, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Wikipedia, "List of newspapers in the world by circulation," Available at: http://en.wikipedia.org/wiki/List_of_newspapers_in_the_World_by_circulation, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | Wu Feng, “The report of 10 major innovation of Chinese Newspaper Group”, Chief of Wuhan Institute of Industrial Research Institute, 04 10 2007. | zh_TW |
| dc.relation.reference (參考文獻) | Wu Lanping, “Study on China’s Advertising Industry’s Access System,” Report of China’s Advertising Development, Wuhan University Press, 2005, p.387 | zh_TW |
| dc.relation.reference (參考文獻) | Xinhua net, "15% of well-known trademarks in China by foreign registered." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/weekend/2005-08/06/content_3316853.htm, 2005. | zh_TW |
| dc.relation.reference (參考文獻) | Xinhuanet, “Seventeenth Party Congress • Dictionary: Socialism with Chinese Characteristics” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://news.xinhuanet.com/newscenter/2007-10/16/content_6889438.htm, 2007. | zh_TW |
| dc.relation.reference (參考文獻) | XinhuaNet, “Internet V.S. TV, Olympic Reports Upgraded,” Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/internet/2008-08/13/content_9242676.htm, 2008. | zh_TW |
| dc.relation.reference (參考文獻) | XinhuaNet, "Financial crisis, the birth of China`s online shopping boom", Available at: http:// news.xinhuanet.com/newscenter/2009-02/01/content_10745920.htm, 01 Feb. 2009. | zh_TW |
| dc.relation.reference (參考文獻) | XinHua Net, “China`s Internet advertising industry`s first standard starting on January 1st" Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/internet/2009-01/01/content_10587973.htm, 01 Jan. 2008, | zh_TW |
| dc.relation.reference (參考文獻) | XinHua Net, "Premier Wen Jiabao interviewed by the British Financial Times," Available at: http://politics.people.com.cn/BIG5/1024/8737238.html, 02 Feb.2008. | zh_TW |
| dc.relation.reference (參考文獻) | Xinhua News Agency, “China`s large state-owned joint venture advertising companies to carry out a rainy day,” Beijing. Available at: http://www.whhd.gov.cn/news/oldnews/103855476709552100.html, 2002. | zh_TW |
| dc.relation.reference (參考文獻) | Yu Shi-Ying, "Xenophobia is one of China`s Traditions." Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.muzi.com/library/ar/fanti/125848.shtml, 2000. | zh_TW |
| dc.relation.reference (參考文獻) | Zhang Kuen, "The history of world news from the Perspective of China`s newspaper group," Wuhan University. Available at: | zh_TW |
| dc.relation.reference (參考文獻) | http://xwjz1.eastday.com/epublish/gb/paper159/200007/class015900002/hwz578471.htm, 2007. | zh_TW |
