论广告管理与广告经营分析研究 传媒学管理专业

论广告管理与广告经营摘 要在经营企业时，企业的管理与经营是企业能否取得成功，有突出成就的重要因素。在两者的关系上，管理与经营看似是为一体的：经营就是管理，管理就是经营，对广告公司来说亦是如此。广告管理与广告经营相辅相成又辩证统一，且在此基础上，广告管理对广告经营有着更为重要的作用。因此，探究广告管理与经营是我国广告经营中不可小视的问题。本次论文通过对广告管理经营现状及存在问题的相关分析研究，提出了自己的一些建议，希望对企业的管理经营改善有略微的参考价值。关键词:广告管理；行业自律；行政管理ABSTRACTIn In the operation of enterprises, the management and operation of enterprises is an important factor in the success of enterprises, outstanding achievements. In the relationship between the two, management and operation seems to be one: management is management, management is business, advertising companies, too. Advertising management and advertising business complement each other and dialectical unity, and on this basis, advertising management has a more important role in advertising management. Therefore, the study on advertisement management and operation is the key of China's advertising business problems. In this paper, through the analysis and Research on the present situation and existing problems of advertising management, this paper puts forward some suggestions to improve the management and operation of enterprises.Key words: Advertising management ； Industry self-discipline ；Administrative management 一、绪论柯达公司的电子影像产品技术在世界上名列前茅，2003 年，柯达提出医疗成像方向的战略转型，但是在医疗成像业务上，柯达公司的竞争力薄弱，缺乏专业实力，最终在转型进行一半时选择了放弃。针对柯达此次的战略转型失败并导致后来的破产，我思考了其战略失误的原因并对此做出了分析：首先，柯达此次失误主要是因为领导团队的保守多变；1975 年，柯达公司生产出了数码相机，但是公司的领导团队却对这一成果持保密不外泄的态度，他们认为胶片与数码相机还有很长的共存...