企业、媒体和广告公司博弈模式的演变本质上是具体历史原因作用的结果。广告产业的参与者企业、媒体与广告公司三者之间在不同的历史发展阶段存在着不同的关系模式。在广告产业的市场结构中,企业与媒体交替处于主导地位,而广告产业的市场结构的变化影响着三者的市场行为和市场策略。本文拟在产业经济学理论中的SCP范式和博弈理论的框架下进行论证分析。 The evolution of the game model of business, media and advertising companies is essentially the result of a specific historical cause. The participants in the advertising industry Enterprises, media and advertising companies have different modes of relationship at different historical stages of development. In the advertising industry’s market structure, enterprises and the media alternate in a dominant position, and the changes in the advertising industry’s market structure affect the three market behavior and marketing strategies. This article intends to carry on the demonstration analysis under the SCP paradigm and the game theory in the industrial economics theory.