摘要
中国广告市场的逆向选择现象是广告公司同质化竞争的必然结果,也是影响广告创意产业竞争力提升的关键因素。本文运用信息经济学的逆向选择理论和企业竞争优势理论,对我国广告市场存在的逆向选择现象、危害及其成因进行深入分析,指出差异化代理是解决广告市场逆向选择问题的根本途径,并具体阐述了广告创意产业差异化竞争的四种策略。
Adverse selection phenomenon of Chinese advertising market is the inevitable result of homogeneous competition between advertising agencies,which becomes the key factor of affecting the advertising creative industry to enhance the competitiveness.By use of adverse selection theory of information economics and enterprise competitive advantage theory,the article deeply analyzes the phenomenon,hazards and its causes of adverse selection in Chinese advertising market.The authors note that differentiation agent is the fundamental approach to solve adverse selection,and specifically describe four competitive differentiation strategies of Chinese advertising creative industry.
出处
《商业研究》
CSSCI
北大核心
2011年第4期47-51,共5页
Commercial Research
基金
湖北省教育厅人文社科研究项目
项目编号:2010b012
关键词
中国广告
广告创意产业
广告公司
竞争策略
Chinese advertising
advertising creative industry
advertising agency
competitive strategy
