發(fā)布時(shí)間：2018-04-03 05:14

  本文選題：臺(tái)灣　切入點(diǎn)：廣告公司　出處：《廈門大學(xué)》2014年碩士論文

【摘要】：本文研究的是臺(tái)灣廣告公司在1949年至2013年間的發(fā)展歷史,屬于歷史廣告學(xué)的研究范疇。之所以以1949年為開端,既因?yàn)?949年是臺(tái)灣地區(qū)歷史的新節(jié)點(diǎn),蔣介石政府于當(dāng)年遷至臺(tái)灣；也因?yàn)?949年成立的大陸廣告公司是臺(tái)灣掮客型廣告公司的開端,奏響了臺(tái)灣廣告公司發(fā)展史的序曲。 本文在借鑒前人的劃分方法、并大量研究臺(tái)灣廣告公司發(fā)展的歷史之后,以廣告公司的視角出發(fā)來進(jìn)行時(shí)段劃分,采用四個(gè)具有代表性的“第一家類型公司”的出現(xiàn)作為時(shí)間節(jié)點(diǎn),將廣告公司發(fā)展分為四個(gè)階段,分別是掮客型廣告公司時(shí)期(1949-1959)、本土廣告代理公司時(shí)期(1959-1985)、外資廣告公司競(jìng)爭(zhēng)時(shí)期(1985-1995)和廣告公司多元化發(fā)展時(shí)期(1995-至今)。第二章以年代劃分的方式對(duì)廣告公司發(fā)展的整體行業(yè)概況進(jìn)行描述和總結(jié),以提供更全面的理解。第三章開始按照本文的時(shí)段劃分對(duì)臺(tái)灣廣告公司發(fā)展進(jìn)行詳細(xì)的研究和闡述,發(fā)現(xiàn)不同時(shí)期臺(tái)灣廣告公司發(fā)展的主題和競(jìng)爭(zhēng)的重點(diǎn),并進(jìn)一步對(duì)每一時(shí)期廣告公司發(fā)展與社會(huì)環(huán)境的互動(dòng)影響進(jìn)行分析。 本文在對(duì)臺(tái)灣廣告公司發(fā)展歷史的研究中,發(fā)現(xiàn)其發(fā)展趨勢(shì),從最初只是負(fù)責(zé)媒介代理的掮客型廣告公司發(fā)展到具備綜合廣告代理業(yè)務(wù)的現(xiàn)代廣告公司,競(jìng)爭(zhēng)的重點(diǎn)從臺(tái)灣本土廣告公司與國際廣告公司的激烈角逐演化成廣告公司和媒體服務(wù)公司、公關(guān)公司、數(shù)字行銷公司等專項(xiàng)業(yè)務(wù)公司的競(jìng)爭(zhēng),業(yè)務(wù)范圍在單一的廣告代理和綜合廣告業(yè)務(wù)之間循環(huán)往復(fù),有“分久必合,合久必分”之勢(shì)。通過臺(tái)灣廣告公司發(fā)展與社會(huì)的互動(dòng),發(fā)現(xiàn)兩者在政治、經(jīng)濟(jì)、文化、科技等社會(huì)因素上或互相推動(dòng)、或互相限制,互動(dòng)關(guān)系頗為頻繁,可見臺(tái)灣廣告公司的發(fā)展正是其社會(huì)發(fā)展中不容忽視的部分。與此同時(shí),臺(tái)灣廣告公司的發(fā)展經(jīng)驗(yàn)也為目前大陸廣告公司提供了重要的參考范本,無論是本土廣告公司與國際廣告公司之爭(zhēng),或是廣告公司與其他相關(guān)業(yè)務(wù)公司(如媒體公司、公關(guān)公司、數(shù)字營銷公司等)的競(jìng)爭(zhēng),都可以從中獲取寶貴的經(jīng)驗(yàn)。
[Abstract]:This paper studies the history of Taiwan Advertising Company from 1949 to 2013, which belongs to the research field of Historical Advertising.It began with 1949, not only because 1949 was a new node in the history of the Taiwan region, when Jiang Jieshi's government moved to Taiwan, but also because the mainland advertising agency established in 1949 was the beginning of Taiwan's broker advertising agency.Played a prelude to the history of the development of Taiwan advertising companies.After studying the history of the development of Taiwan advertising companies and drawing lessons from the previous methods, this paper uses the perspective of advertising companies to divide the period of time.Using the emergence of four representative "first type companies" as the time node, the development of advertising companies is divided into four stages.They are the period of broker advertising company (1949-1959), the period of local advertising agency (1959-1985), the period of competition of foreign advertising company (1985-1995) and the period of diversified development of advertising company (1995-present).The second chapter describes and summarizes the overall industry profile of advertising companies in order to provide a more comprehensive understanding.The third chapter begins to study and expound the development of Taiwan advertising companies in detail according to the time period of this paper, and find out the theme of the development of Taiwan advertising companies in different periods and the focus of competition.And further analysis of the interaction between the development of advertising companies and the social environment in each period.In the study of the history of the development of Taiwan's advertising agencies, this paper finds that the development trend of these companies has changed from being a medium agency agent to a modern advertising company with integrated advertising agency business.The focus of the competition has evolved from the fierce competition between Taiwan's local advertising agencies and international advertising companies to that of ad agencies and media service companies, public relations companies, digital marketing companies, and other specialized business companies.Business scope in a single advertising agency and comprehensive advertising business cycle, there is a "long-term must be divided" trend.Through the interaction between the development of Taiwan advertising agencies and society, it is found that the two promote or restrict each other in political, economic, cultural, technological and other social factors, and the interaction is quite frequent.Therefore, the development of Taiwan advertising companies is the part that can not be ignored in its social development.At the same time, the development experience of Taiwan advertising agencies has also provided an important reference model for mainland advertising agencies, whether it is the dispute between local advertising agencies and international advertising agencies.Or advertising companies competing with other related businesses (media, public relations, digital marketing companies, etc.) can gain valuable experience.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.8

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本文編號(hào)：1703773