论文部分内容阅读
作为自建行为的主体,广告行业要与政府、相关行业(企业、媒介)、生活者三大共生群体发生作用。广告行业内部自身的自建其核心任务在于建立公正的竞争秩序;面向政府,行业自建是要与之协作,争取行业权益; 面向相关行业,是协调彼此间的利益;面向生活者,是满足其需求,并维护其利益。广告主的发展需求是广告业自建活动发展的根本动力;生活者需求的满足和利益的维护是企业、广告业、媒介活动的原始动因和最终指向。中国广告业自建要旨在于:企业自建——先端力量先行,重点提高本土企业的意识;广告业自建——需要真正意义上的行业自建;媒介自建——寻求各类媒体在广告经营领域的联合自主规制之道;三者共建——以广告主为引导力量。
As the main body of self-built behavior, the advertising industry should have a role with the three symbiotic groups of the government, relevant industries (enterprises, media) and living people. The core task of self-organization within the advertising industry lies in establishing a fair competition order. For the government and industry, self-construction is to cooperate with them and strive for the rights and interests of the industry. For the related industries, it is to coordinate the interests of each other; Its needs, and its interests. The development needs of advertisers is the fundamental driving force for the development of self-built advertising industry. The satisfaction of the needs of life and the maintenance of interests are the original motivation and final point of business, advertising and media activities. China’s self-built advertising industry is aimed at: self-built enterprises - the first force of a pioneer, focusing on raising awareness of local enterprises; self-advertising industry - the need for real self-construction industry; media self-built - seeking various types of media in advertising Business areas of joint autonomous regulation of the road; the three build - to advertisers as the guiding force.