广告代理制的现代流变

The Modern Development of Advertising Agency System

广告代理制,是广告主、广告代理、媒介在社会分工的基础上,在市场博弈过程中逐步形成的市场运行机制。随着营销与媒介环境变化,在利益、成本、价格、供求、信息等作用下,广告市场主体博弈力量此消彼长,博弈结果风云变幻,广告代理制的分工机制与交易机制内涵也因时而变。从20世纪初至今,广告代理制历经百年流变,其外在体现是广告代理费制的演变。但是,广告代理制的本质却一直保持不变。广告代理制,不是行政管理体制,而是内生的市场运行机制,其实施前提是广告代理的专业化服务。

The advertising agency system is the market operation mechanism,which is formed by advertiser,advertising agency and media,based on the social division of labor,during the process of marketing game.With the change of the marketing and the media environment,the power of advertising market game players keeps changing,as well as the game results,under the influence of benefits,costs,prices,information,supply and demand.And the contents of division mechanism and transaction mechanism of the advertising agency system are always changing.From the early 20th century to now,the advertising agency system has experienced a century change,the external manifestation of which is the evolution of advertismg agency fee system.But the nature of advertising agency has been unchanged.The advertising agency system is not a administrative system,but a endogenous market operation mechanism,the implementation premise of which is the professional service of advertising agency.