| 媒介资源:中小广告公司的生存发展之道——以安徽新电文化传媒有限公司为例 |
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| 引用本文： | 黎泽潮,刘传雷.媒介资源:中小广告公司的生存发展之道——以安徽新电文化传媒有限公司为例[J].运城学院学报,2012(4):54-58. |
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| 作者姓名： | 黎泽潮 刘传雷 |
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| 作者单位： | 安徽师范大学传媒学院,安徽芜湖,241002 |
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| 摘 要： | 改革开放三十多年来,中国广告随着中国经济的腾飞取得了长足的发展,如雨后春笋般兴起的中国中小广告公司在激烈的市场环境中生存环境越来越恶劣,而长期以来媒介导向型的中国广告市场并没有产生根本的改变,这就决定了媒介资源竞争依然会是广告公司竞争的重要领域.实力弱小的中小广告公司也必须在媒介资源尤其是新媒体资源上有所作为,才能形成自己的竞争优势,才能突破自身的发展瓶颈.
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| 关 键 词： | 中小广告公司 媒介资源 新媒体 |
Media Recourses: Survival of Small & Medium-sized Companies——Taking the Anhui Sindia Culture Media Limited Company as an Example |
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| LI Ze-chao
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LIU Chuan-lei.Media Recourses: Survival of Small & Medium-sized Companies——Taking the Anhui Sindia Culture Media Limited Company as an Example[J].JOURNAL OF YUNCHENG UNIVERSITY,2012(4):54-58. |
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| Authors: | LI Ze-chao LIU Chuan-lei |
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| Institution: | (School of Media Communications,Anhui Nornal University Wuhu,Anhui 241002) |
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| Abstract: | Chinese advertising has made a considerable development with the Chinese economic prosperity during the three decades since the reform and opening up to world.However,small & medium-sized advertising companies live increasingly harsh in a competitive market.There is no essential change in media-oriented Chinese advertising market,and this determines that media resources competition is still an important area for advertising competition.Thus,small & medium-sized advertising agencies must make a difference on the media resources,especially on the new media resources,to build up their competitive advantage and break the bottleneck in development. |
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| Keywords: | Small & Medium-Sized Companies Media Resources New Media |
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