近十年來亞太廣告產業的結構與行為分析

An Analysis of the Structure and Conduct of Asian Pacific Nations' Advertising Industry in Recent Decade

胡光夏(Guang-Shiash Hu) ； 陳竹梅(Chu-Mei Chen)

《復興崗學報》 91期 (2008/06) Pp. 235-268

https://doi.org/10.29857/FHKAJ.200806.0010

摘要

本研究採用文獻分析法，以產業經濟學與全球化理論作為分析的架構，檢視全球化下的亞太廣告產業的結構與行為。
亞太廣告產業的結構在受到國際廣告公司的海外擴展影響下，廣告市場的結構類型可以分為四大類，日本、韓國、中國大陸與其它亞太國家地區。日本與韓國的廣告市場都是以該國廣告公司為主。中國大陸的廣告市場由於是最晚開放，目前仍呈現本土與國際廣告公司在激烈的爭奪時期。至於其它亞太國家在廣告市場開放後，都已先後淪為國際廣告公司在主導整個廣告市場。
本研究將亞太廣告產業的結構與行為發展趨勢歸納為十一項：亞太廣告市場日益重要、廣告公司仍持續整併、國際廣告公司持續主宰市場、亞太創意地位日益升高、媒體服務公司的購買整合而服務分家的策略、傳統廣告服務逐漸式微而行銷服務抬頭、媒體服務公司開始發展創意部門、國際廣告公司客戶來源持續本土化、國際廣告公司的資深當地人員自行創業、數位媒體廣告比重逐年增加、大AE時代將來臨。

關鍵字

亞太廣告產業 ； 國際廣告 ； 國際廣告公司 ； 全球化 ； 產業經濟學

並列摘要

Based on the theories of industry economics and globalization, this paper uses the documentary analysis method to analyze the structure and conduct of advertising industry in the Asian Pacific area.
Under the influence of transnational advertising industry, the advertising industry in the Asian Pacific nations can be classfied into four types: Japan, South Korea, mainland China and other nations. The advertising markets in both Japan and South Korea are dominated by their local advertising agencies. Due to the late opening of its market, mainland China's advertising market is still in the fierce competition between local and foreing advertising agencies. In regard with other Asian nations, the local advertising market had been dominated by transnational advertising agencies as soon as the market was liberalized.
This paper summaries the trends of structure and conduct of Asian Pacific nations' advertising industry as follows: the gradual importance of Asian advertising market, the continuing the mergers of agencies, the continuing dominance of transnationanl advertising agencies in the market, the importance of Asian nations' advertising creativity, the convergence of media service companies, the rise of marketing service, to create the creative department in the media service company, the localization of billing sources, senior TNAAs' local employees to set up their own companies, the increasing of digital media, and the coming of big AE.

並列關鍵字

Asian Pacific advertising industry ； Transnational advertising ； Transnational advertising agencies ； globalization ； Industry Economics