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2005年12月11日,对中国广告业而言是一个转折点,国外广告公司可以在中国设立全资公司。由于报纸、电视、广播等传统媒体所固有的政治属性和经营属性,外资进入这些行业有一定的障碍。而户外媒体的特殊性却没有这种约束,使得其更能得到外资的青睐。这将使广告业发展格局发生大变化,将开创一个全新的户外广告时代(姑称之为“后2005”时代)。2005年中国户外广告业的风起云涌已经证实了这一点。
December 11, 2005 is a turning point for China’s advertising industry. Foreign advertising companies can set up wholly-owned companies in China. Due to the inherent political and operational attributes inherent in traditional media such as newspapers, television and radio, foreign investment has some obstacles in entering these industries. The special nature of the outdoor media does not have such a constraint, making it more able to get the favor of foreign capital. This will make a big change in the development of the advertising industry and will open up a whole new era of outdoor advertising (it will be called the “post-2005” era). The surging outdoor advertising industry in China in 2005 has confirmed this point.