本文選題：廣告公司　切入點(diǎn)：廣告產(chǎn)業(yè)　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中國廣告產(chǎn)業(yè)歷經(jīng)了30多年的快速發(fā)展,增長速度開始放緩。長期的粗放型發(fā)展,帶來了廣告公司“高度分散”和“高度弱小”的問題,必須盡快實(shí)現(xiàn)粗放型向集約型的轉(zhuǎn)變。廣告公司作為構(gòu)成廣告產(chǎn)業(yè)的基本細(xì)胞,其集約化經(jīng)營管理是廣告產(chǎn)業(yè)集約化發(fā)展的重要基礎(chǔ)。那么,目前廣告公司的集約化經(jīng)營管理的水平究竟如何,廣告公司集約化經(jīng)營管理的實(shí)現(xiàn)路徑又有哪些?為了科學(xué)分析和評價本土廣告公司的集約化經(jīng)營管理水平,本文對集約化理論和企業(yè)集約化經(jīng)營管理理論進(jìn)行了梳理,歸納出評估企業(yè)集約化經(jīng)營管理水平的四個指標(biāo):勞動效率指標(biāo)、產(chǎn)業(yè)組織結(jié)構(gòu)指標(biāo)、勞動者素質(zhì)指標(biāo)、管理效率指標(biāo)。根據(jù)這些指標(biāo),使用定量研究和定性研究相結(jié)合的方法,對本土廣告公司集約化經(jīng)營管理水平進(jìn)行評估,發(fā)現(xiàn)本土廣告公司的勞動效率水平低下、產(chǎn)業(yè)結(jié)構(gòu)不合理、勞動者素質(zhì)不高、管理效率水平低下,從而得出本土廣告公司粗放型經(jīng)營管理的結(jié)論,這可能導(dǎo)致廣告公司實(shí)力弱小,服務(wù)水平下降。為了實(shí)現(xiàn)廣告公司的集約化經(jīng)營管理,解決本土廣告公司粗放型經(jīng)營管理導(dǎo)致的實(shí)力弱小、服務(wù)水平不高等問題,本文以企業(yè)集約化經(jīng)營管理的一般路徑為指導(dǎo),結(jié)合廣告行業(yè)特殊性,從廣告公司自身角度提出了業(yè)務(wù)專門化、人才為本、技術(shù)進(jìn)步、管理優(yōu)化、規(guī)模化發(fā)展的集約化經(jīng)營管理路徑;從政府作用的角度,提出可以從建設(shè)廣告產(chǎn)業(yè)園、壯大龍頭廣告公司兩大路徑入手,提升廣告公司的集約化經(jīng)營管理水平。
[Abstract]:China advertising industry has experienced 30 years of rapid development, the growth rate started to slow down. Extensive long-term development, brings the advertising company "scattered" and "highly weak" problem, must be transformed as soon as possible to achieve extensive to intensive advertising companies. As a basic cell of advertising industry, the intensive management management is an important foundation for the intensive development of the advertising industry. So, the advertising company intensive management level how, what are the path to realize the intensive management of the advertising company? In order to intensive management level of scientific analysis and evaluation of local advertising companies, this paper summarizes the intensive theory and enterprise set of management theory reduction, summed up the evaluation of the enterprise set four indicators reduced the level of the management of labor efficiency index, index of industrial structure, labor quality Management indicators, efficiency indicators. Based on these indicators, using the method of qualitative research and quantitative research, to evaluate the level of intensive management of local advertising companies, local advertising companies found the level of labor and low efficiency, unreasonable industrial structure, the quality of workers is not high, the low level of management efficiency, thus obtains the extensive local advertising companies conclusion the management, which may lead to the advertising company strength of the weak, service level decreased. In order to realize the intensive management of advertising companies, local advertising companies to solve the extensive management to the strength of the weak, the service level is not high, the enterprise general management path reduced as the guide, combining the particularity of from the point of view of the advertising industry, advertising companies put forward their own business specialization, people-oriented, technology progress, management optimization, intensive scale development. From the perspective of government function, we put forward two ways to improve advertising companies' intensive management level from building advertising industry park and strengthening leading advertising companies.

【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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