跨國并購對我國廣告產(chǎn)業(yè)競爭力的影響研究.pdf

1、蘇州大學(xué)碩士學(xué)位論文跨國并購對我國廣告產(chǎn)業(yè)競爭力的影響研究姓名：閆文申請學(xué)位級別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：王偉明20080501SmdyontheImpacts011theIndustrialCompetitivenessofNativeAdvertisingIndustrybyTNCs’M&AAbstractStudyontheImpactsontheIndustrialCompetitivenessofNativeAdvertis

2、ingIndustrybyTNCs’M&AAbstractAlongwiththecompletelyopeningtOforeigncapitalinadvertisingindustrythetrendsoftheTNCs’M&AtonativeadagenciesbroughtmuchattentiontheseyearsInordertOfindtheimpactsofthistrendonthewholeindustryinC

3、hinathisthesisputtheadvertisingbusinessinmacromarketbackground，analyzingthechangethewholeadvertisingindustryundergoingunderthetrendsofTNCs’M&A，andbuilttheanalyzingframeworkwithindustryeconomicstheoriesonTNCs’M&AOnmeCROSS

4、fieldofthetwosubjectS，thethesisdiscussedtheissueintheaspectsofindustrySillieR]reenterprisemanagementmarketstructureandspecialtycompetenceFromthestudyitsrevealedthattheTNCs’M&Aacceleratedtheupgradeofindustrystructureandit

5、’SalsoanimportantapproachtOtheprogressofmanagementinonradagenciesTheoverspreadofforeigncapitalhassimulatedtheformingofeconomicsofscale，whileatthesametime，ithasresultedintoughcompetitionenvironmenttonativeadagenciesWhat’s

6、more，theCReativeandexecutivecompetencesof4Aagenciesbroadenthehorizon0f也cnativeadagencies，whilesomeexploringisstillrequiredtofitinChinaconsumerinsightsReviewedalltheimpacts，thethesisproposedsomereflectsandsuggestionstothe