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当代中国,随着金融体制改革的推进,逐步形成了以国有商业银行为主体、多种金融机构并存的格局,间接融资和直接融资同时发生作用,融资体系引入了竞争机制。专业银行商业化、企业化的经营方针的确立,一定会将金融广告宣传纳入银行的整体市场营销规划之中。金融广告在当代中国的大众传媒已初见端倪,历史会不会再现“惊人相似的一幕”:一度火爆、闹猛于30年代中国报刊的金融广告又将在社会主义市场经济条件下的传媒上流行起来?笔者认为,探讨30年代的金融广告宣传状况,不失现实意义和借鉴价值。
In contemporary China, along with the reform of the financial system, a pattern of coexistence of various financial institutions with state-owned commercial banks as the mainstay has taken shape. Indirect financing and direct financing have both the effects and the financing system has introduced a competition mechanism. The establishment of commercial bank-oriented and entrepreneurial management policies will certainly incorporate financial advertising into the bank’s overall marketing plan. The mass media of financial advertisements in contemporary China have taken shape and the history will not reproduce the “strikingly similar scene”: once the fiery and furious financial advertisements in the Chinese newspapers and periodicals in the 1930s will again appear in the media in the socialist market economy Popular? In my opinion, to explore the status of financial advertising in the 1930s, without losing the practical significance and reference value.