| 我国城市形象广告竞争情报研究 |
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| 引用本文： | 查凤萍.我国城市形象广告竞争情报研究[J].图书情报工作,2009,53(6):74-78. |
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| 作者姓名： | 查凤萍 |
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| 作者单位： | 中山大学资讯管理系 |
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| 摘 要： | 由于经济发展的需要，电视形象广告作为城市形象的有效表现形式，逐渐成为城市进行品牌推广的重要
手段。从竞争情报的角度，应用内容分析法建立分析类目，包括城市规模、区域分布、广告类型、广告时长和投播媒体５个方面，根据各要素之间的关系进行相关性分析，以求发现我国城市形象广告的竞争态势。
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| 关 键 词： | 竞争情报 城市形象广告 内容分析法 |
| 收稿时间： | 2008-08-06 |
| 修稿时间： | 2008-09-16 |
A Study on Competitive Intelligence of Cities' Image Advertisement in China |
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| Zha Fengping.A Study on Competitive Intelligence of Cities' Image Advertisement in China[J].Library and Information Service,2009,53(6):74-78. |
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| Authors: | Zha Fengping |
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| Abstract: | At the needs of economic development and an effective way for cities’ publicity and promotion, television advertising become an important means in brand promotion for many cities. This paper applies content analysis method from the angle of competitive intelligence, sets up analysis system with five items, such as city’s size, region distribution, advertising style, advertising time and broadcasting media, then analyzes samples in detail indicates the relationship between different items to find the competitive state of cities’ image advertising in China. |
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| Keywords: | competitive intelligence cities' image advertisemennt content analysis method |
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