本文選題：中央電視臺 + 廣告招標(biāo)　； 參考：《湖南師范大學(xué)》2008年碩士論文

【摘要】： 作為“中國廣告行業(yè)的晴雨表”和“行業(yè)發(fā)展與競爭的風(fēng)向標(biāo)”的中央電視臺廣告招標(biāo),無疑是中國現(xiàn)當(dāng)代廣告史上最為醒目的標(biāo)志性事件之一。自1995年-2008年央視廣告招標(biāo)舉行14年以來,決定廣告招標(biāo)變化的是中央電視臺、企業(yè)、廣告公司三大廣告主體。本文將在總結(jié)以往研究成果的基礎(chǔ)之上,通過對央視各廣告招標(biāo)主體在這14年間關(guān)系變遷的過程進(jìn)行追蹤探索,分析央視廣告招標(biāo)主體整體變遷的特點和驅(qū)動力,力求使央視廣告招標(biāo)以及與之相關(guān)的國家廣告市場格局、廣告產(chǎn)業(yè)走向更具有預(yù)測性和可控性。 本文共分為四個部分。前言介紹中央電視臺廣告招標(biāo)主體關(guān)系變遷的研究背景、研究意義與研究現(xiàn)狀。第一章介紹產(chǎn)業(yè)組織理論及其SCP(即市場結(jié)構(gòu)、市場行為、市場績效)范式,并提出產(chǎn)業(yè)組織理論是研究廣告招標(biāo)主體SCP變遷的重要視角。第二章是本文的重點,運(yùn)用產(chǎn)業(yè)組織理論SCP范式,一一考察了央視三大廣告招標(biāo)主體在四個不同的廣告招標(biāo)階段,各自不同的市場結(jié)構(gòu)、市場行為與市場績效表現(xiàn)。第三章在第二章對各個廣告招標(biāo)階段分析研究的基礎(chǔ)上,總結(jié)出央視廣告招標(biāo)舉行14年來主體SCP變遷總的特點與驅(qū)動力。 本文通過實證分析得出央視廣告招標(biāo)主體SCP變遷的特點是1、企業(yè)營銷思維的變化決定了市場結(jié)構(gòu)的變遷;2、市場行為的變遷是從感性走向理性,從自發(fā)自覺走向科學(xué)成熟;3、市場績效的變遷是從粗放型增長、集約型增長到效率型增長:4、廣告招標(biāo)主體SCP的變遷整體反映了中國廣告業(yè)的變遷。本文認(rèn)為驅(qū)動中央電視臺廣告招標(biāo)主體SCP變遷的動力是主導(dǎo)序參量的轉(zhuǎn)換,通過共生性序參量的培育創(chuàng)造出普遍接受的整體設(shè)計規(guī)則,將成為決定央視廣告招標(biāo)主體SCP變遷的主要力量。
[Abstract]:As a barometer of China's advertising industry and a vane of industry development and competition, CCTV advertising bidding is undoubtedly one of the most striking and iconic events in the history of modern and contemporary advertising in China. Since 1995-2008 CCTV advertising bidding has been held for 14 years, it is CCTV, enterprises and advertising companies that decide the change of advertising bidding. On the basis of summarizing the previous research results, this paper will analyze the characteristics and driving forces of the overall changes of the advertising bidding subjects of CCTV through the tracing and exploration of the process of the relationship changes between the advertising bidding subjects of CCTV during the past 14 years. To make CCTV advertising bidding and related national advertising market pattern, advertising industry towards more predictability and controllability. This paper is divided into four parts. The preface introduces the research background, significance and present situation of the research on the change of the subject relationship of advertising bidding in CCTV. The first chapter introduces the theory of industrial organization and the paradigm of SCP (market structure, market behavior, market performance), and points out that the theory of industrial organization is an important angle of view to study the SCP changes of advertising tender subject. The second chapter is the focus of this paper, using the SCP paradigm of industrial organization theory to examine the three main advertising bidding subjects of CCTV in four different stages of advertising bidding, each of which has different market structure, market behavior and market performance. The third chapter summarizes the characteristics and driving forces of SCP changes in the past 14 years on the basis of the analysis and research of each advertising bidding stage in the second chapter. Based on the empirical analysis, this paper draws the conclusion that the characteristics of SCP change of advertising bidding subject of CCTV are 1.The change of marketing thinking determines the change of market structure, and the change of market behavior is from perceptual to rational. From spontaneous consciousness to scientific maturity, the change of market performance is from extensive growth, intensive growth to efficiency growth: 1: 4. The overall change of SCP, the subject of advertising bidding, reflects the change of China's advertising industry. This paper holds that the driving force of SCP change is the transformation of dominant order parameters, which creates the universally accepted overall design rules through the cultivation of symbiotic order parameters. Will become a decision CCTV advertising bidding body SCP changes the main force.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8;G229.2-F

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