危机广告产业链整合传播
该论文提交给 2008 公关与广告国际论坛匿名评审
姓
名:陈瑛 王媛
任职机构:华中科技大学博士生 武汉大学硕士生 职称:教授 联络地址:武汉大学 电话: 电子邮箱:chenying1213@163.com
二○○八年八月
中 文 摘 要
随着传播媒介的高速发展和信息时代的来临,广告整合传播的发展不断分得了现 实中注意力资源,它是以制定,优化,执行并评价协调的,可测度的,有说服力的品 牌传播计划. 鉴于目前企业与消费者沟通的模式正从以广告为主,向广告,公关并重,综合运 用多种推广形式的阶段过渡.本文用产业链理论分析当前广告产业面临的危机,指出 广告产业链的整合传播是化解危机的有效出路.通过分析,挖掘出广告产业链的整合 传播的深层推动因素,提出思维创新,人才创新,管理创新,经营创新等对策来弥补 广告产业链的脱节和缺失,建立广告与受众的密切关系,有效达到广告传播和产品行 销的目的,并以此来推动整个广告产业的运营和发展.
关键词
危机整合
广告产业链
整合传播
传播模式
I
Abstract
With the fast development of transmission medium and the arrival of information times, integration communication of advertisement which continuous development of the sub-won reality of the attention resources, It is formulation, optimization , action and coordinate , measuring , persuadable trademark communication project optimization . At the moment the communicate mode about enterprise and consumer is changing. Before advertisement is the most of important, now advertisement and public relations are the most of important, which utilize the variation of spread form. The current crisis of advertising industry is analysized by the industry chain theory. The good way to resolve the problem is the integration communication of advertisement industry chain theory.Through analysis, excavation the deep-seated factors of promoting converting the integration communication of advertisement industry chain theory. It include thought, people, management and administration which bring forth new ideas. And it extend this concept to the line of advertisement industry, establish long-term close relationship between the product and audience, and achieve the purposes of product marketing, and promote the operating and development of the whole advertisement industry.
Key Words: integration of crisis, the line of advertisement industry, integration of communication, communication mode
II
目
录
中 文 摘 要 ............................................................. I ABSTRACT ............................................................... II 目 录 .............................................................. III

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