呼唤网络广告制度建设的主导者(国外英语资料).docVIP

呼唤网络广告制度建设的主导者(国外英语资料) We can look forward to the bright future of Chinas online advertising market, but also worried that there is still a lack of perfect agent system and industry standards. For the healthy development of the market, indeed, we need to call for regulating the online advertising market, calling for network advertising operation of the system innovation. Modern advertising agency system is a market system, not an administrative system. Specialized division of labor and specialization are the core of this system. Online advertising system can be discussed from two aspects: operation mechanism and supervision mechanism. From an economic point of view, a management mechanism consists of two aspects: the division of labor mechanism and the trading mechanism. The division of labor mechanism determines the division of labor among each market entity, and the trading mechanism determines the distribution of the profits of each market entity, so as to ensure the maintenance of the division of labor mechanism. The regulatory mechanism also includes two aspects: first, the governments macro guidance and market regulations; first, service standards, technical standards and effect monitoring. In 1917, the association of American advertising companies was established to call for the agency fee of advertising companies to be fixed at 15%. In the same year, the American Newspaper Publishers Association agreed to adopt it. The consensus reached between the two sides marked the establishment of the advertising agency system. The establishment of this system has indeed promoted the professionalization of advertising companies. Because it has effectively arranged the division of labor status of intermediary companies in advertising companies, and has also stabilized the advertising companys sources of remuneration in the form of media agency fees, thus ensuring the survival and development of the advertising industry. This system was in line with the market maturity o