| dc.contributor.advisor | 黃仁德 | zh_TW |
| dc.contributor.advisor | Hwang, Jen Te | en_US |
| dc.contributor.author (作者) | 李雲開 | zh_TW |
| dc.contributor.author (作者) | 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 | 9-十二月-2010 15:20:38 (UTC+8) | - |
| dc.date.available | 9-十二月-2010 15:20:38 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-十二月-2010 15:20:38 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
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