碩士 / 世新大學 / 傳播管理學研究所(含碩專班) / 95 / Since global advertising expense is growing stably, it says that total revenue from advertising industry in Taiwan is about NT58.8 billion; in China is over RMB100 billion in 2003 . Mainland China has turned into a marketing economy country since 1978, and advertising market faced a prosperous future after entering WTO. And advertising industry has been the forth big industry in Mainland China from 2004. This Thesis focuses on advertising companies and media in Taiwan and Mainland China. By interviewing these advertising companies and media companies in Shanghai and in Taipei, this thesis finds out that the brand concepts existed in the Chinese advertising companies are ”professional service”, “the experience”, “the reputation”, “strategy” and “the quality of employees”； the brand concepts existed in the Chinese media companies are “program content”, “ brand awareness”, “user loyalty”, “advertising value”, “service stability”.
| Identifer | oai:union.ndltd.org:TW/095SHU05375002 |
| Date | January 2006 |
| Creators | Hsiao-cheng Tseng, 曾曉貞 |
| Contributors | Ren-Jye Sheu, 許人杰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 77 |
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