广告公司集约化经营管理研究

发布时间：2018-03-11 22:08

本文选题：广告公司　切入点：广告产业　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国广告产业历经了30多年的快速发展,增长速度开始放缓。长期的粗放型发展,带来了广告公司“高度分散”和“高度弱小”的问题,必须尽快实现粗放型向集约型的转变。广告公司作为构成广告产业的基本细胞,其集约化经营管理是广告产业集约化发展的重要基础。那么,目前广告公司的集约化经营管理的水平究竟如何,广告公司集约化经营管理的实现路径又有哪些?为了科学分析和评价本土广告公司的集约化经营管理水平,本文对集约化理论和企业集约化经营管理理论进行了梳理,归纳出评估企业集约化经营管理水平的四个指标:劳动效率指标、产业组织结构指标、劳动者素质指标、管理效率指标。根据这些指标,使用定量研究和定性研究相结合的方法,对本土广告公司集约化经营管理水平进行评估,发现本土广告公司的劳动效率水平低下、产业结构不合理、劳动者素质不高、管理效率水平低下,从而得出本土广告公司粗放型经营管理的结论,这可能导致广告公司实力弱小,服务水平下降。为了实现广告公司的集约化经营管理,解决本土广告公司粗放型经营管理导致的实力弱小、服务水平不高等问题,本文以企业集约化经营管理的一般路径为指导,结合广告行业特殊性,从广告公司自身角度提出了业务专门化、人才为本、技术进步、管理优化、规模化发展的集约化经营管理路径;从政府作用的角度,提出可以从建设广告产业园、壮大龙头广告公司两大路径入手,提升广告公司的集约化经营管理水平。
[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.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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