从产业组织理论看央视广告招标主体SCP的变迁

发布时间：2018-06-27 04:40

本文选题：中央电视台 + 广告招标　；参考：《湖南师范大学》2008年硕士论文

【摘要】： 作为“中国广告行业的晴雨表”和“行业发展与竞争的风向标”的中央电视台广告招标,无疑是中国现当代广告史上最为醒目的标志性事件之一。自1995年-2008年央视广告招标举行14年以来,决定广告招标变化的是中央电视台、企业、广告公司三大广告主体。本文将在总结以往研究成果的基础之上,通过对央视各广告招标主体在这14年间关系变迁的过程进行追踪探索,分析央视广告招标主体整体变迁的特点和驱动力,力求使央视广告招标以及与之相关的国家广告市场格局、广告产业走向更具有预测性和可控性。本文共分为四个部分。前言介绍中央电视台广告招标主体关系变迁的研究背景、研究意义与研究现状。第一章介绍产业组织理论及其SCP(即市场结构、市场行为、市场绩效)范式,并提出产业组织理论是研究广告招标主体SCP变迁的重要视角。第二章是本文的重点,运用产业组织理论SCP范式,一一考察了央视三大广告招标主体在四个不同的广告招标阶段,各自不同的市场结构、市场行为与市场绩效表现。第三章在第二章对各个广告招标阶段分析研究的基础上,总结出央视广告招标举行14年来主体SCP变迁总的特点与驱动力。本文通过实证分析得出央视广告招标主体SCP变迁的特点是1、企业营销思维的变化决定了市场结构的变迁;2、市场行为的变迁是从感性走向理性,从自发自觉走向科学成熟;3、市场绩效的变迁是从粗放型增长、集约型增长到效率型增长:4、广告招标主体SCP的变迁整体反映了中国广告业的变迁。本文认为驱动中央电视台广告招标主体SCP变迁的动力是主导序参量的转换,通过共生性序参量的培育创造出普遍接受的整体设计规则,将成为决定央视广告招标主体SCP变迁的主要力量。
[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.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;G229.2-F

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