öλÔÓéÀֵǼÈë¿ÚÏÂÔØ

¶þ¡¢¹ã¸æ´úÀíÖƵÄÄÚÈÝ   
¹ã¸æ´úÀíÖÆÖ÷Òª°üÀ¨¹ã¸æ¹«Ë¾µÄ¿Í»§´úÀíºÍý½é´úÀí¡¢´úÀí·þÎñµÄÒµÎñ·¶Î§¼°´úÀíÓ¶½ðÖƵÈÄÚÈÝ¡£¿Í»§´úÀíºÍý½é´úÀí£¬¹¹³ÉÁ˹ã¸æ¹«Ë¾´úÀíÒµÎñµÄÖ÷Òª·¶³ë¡£¹ã¸æ´úÀíÖÆÍ»³öÁ˹ã¸æ´úÀí¹«Ë¾ÔÚ¹ã¸æÔË×÷ÖеÄÖÐÐĵØλºÍ×÷Óá£
¹ã¸æ´úÀí¾ßÓÐË«ÖØ´úÀíµÄÐÔÖÊ£ºÒ»·½ÃæËüÈ«Ãæ´úÀí¹ã¸æ¿Í»§µÄ¸÷Ïî¹ã¸æ»î¶¯¡£ÔÚ¹ã¸æ´úÀíÖƶÈÏ£¬¹ã¸æ¿Í»§±ØÐëίÍÐÓйã¸æ´úÀíȨµÄ¹ã¸æ¹«Ë¾´úÀíÆä¹ã¸æÒµÎñ£¬²»µÃÓë¹ã¸æý½éµ¥Î»Ö±½ÓÁªÏµ·¢²¼¹ã¸æ£¨·ÖÀà¹ã¸æ³ýÍ⣩£¬ÕâÑù¿ÉÒÔÓÐЧ±£Ö¤¹ã¸æ¿Í»§µÄ¹ã¸æͶÈëµÄЧÒæ¡£ÁíÒ»·½ÃæËüÓÖ´úÀíý½éµÄ¹ã¸æʱ¼äÓë¹ã¸æ°æÃæµÄÏúÊÛ£¬ÎªÃ½½é³ÐÀ¿¹ã¸æÒµÎñ¡£Ò²¾ÍÊÇ˵ý½éµ¥Î»²»ÄÜÖ±½ÓÃæ¶Ô¹ã¸æ¿Í»§³Ð½Ó¹ã¸æµÄ·¢²¼¡¢Éè¼ÆºÍÖÆ×÷µÈÒµÎñ£¬ÕâЩ»î¶¯¶¼Ó¦¸Ã¹éÊôÓÚ¹ã¸æ¹«Ë¾µÄÒµÎñ·¶³ë¡£
¹ã¸æ¹«Ë¾ÔÚË«ÖØ´úÀí¡¢Ë«Ïò·þÎñµÄ¹ý³ÌÖУ¬ÆäÀͶ¯ÊÕÈëÖ÷ÒªÀ´×ÔΪý½é³öÊÛ¹ã¸æ°æÃæºÍ¹ã¸æʱ¼ä¶ø»ñÈ¡µÄÓ¶½ð¡£°´¹ú¼Ê¹ßÀý£¬´úÀíÓ¶½ðµÄ±ÈÂÊΪ£º´óÖÚ´«²¥Ã½½éµÄÓ¶½ð±ÈÂÊÊǹã¸æ¿¯²¥·ÑµÄ15%£¬»§Íâý½éµÄÓ¶½ð±ÈÂÊΪ16.7%¡£ÔÚÎÒ¹ú£¬³Ð½Ó¹úÄÚ¹ã¸æÒµÎñµÄ´úÀí·ÑΪ¹ã¸æ¿¯²¥·ÑµÄ10%£¬³Ð°ìÍâÉÌÀ´»ª¹ã¸æµÄ´úÀí·ÑΪ¹ã¸æ¿¯²¥·ÑµÄ15%¡£
¹ú¼Ê¹ã¸æ½çÔÚÊÕÈ¡¹ã¸æÖÆ×÷·Ñ·½ÃæÒ²ÓÐÒ»¶¨µÄ±ê×¼£¬¼´¹ã¸æ¿Í»§³ýÁËÈçÊýÌṩ¸ø¹ã¸æ¹«Ë¾¸÷Ïî¹ã¸æÖÆ×÷Ö§³öÍ⣬»¹Òª¸ø¹ã¸æ¹«Ë¾17.65%µÄ¼Ó³É£¬ÕâÊǶԹã¸æ¹«Ë¾´úÀíÆä¹ã¸æÖÆ×÷»î¶¯µÄ±¨³ê¡£¶øÕâÒ²ÕýºÃÓëý½é´úÀíÓ¶½ðÒ»Ö¡£
ËäÈ»¹ã¸æ¹«Ë¾µÄ´úÀíÓ¶½ðÖ÷ÒªÀ´×Ôý½é£¬Æä15%µÄý½éÓ¶½ð±ÈÀýÊǹ̶¨µÄ£¬µ«ÕâÈÝÒ×ÒýÆð¹ã¸æ¿Í»§µÄ²»Âú£¬ÒòΪ¶ÔÓÚ¹ã¸æ¹«Ë¾¶øÑÔ£¬Ã½½é´«²¥¹ã¸æµÄ×Ü·ÑÓÃÔ½¸ß£¬¹ã¸æ¹«Ë¾µÄ´úÀíÊÕÈë¾ÍÔ½¶à¡£Îª»º½âË«·½Ã¬¶Ü£¬´ËºóÓÖ³öÏÖÁËЭÉÌÓ¶½ðÖÆ¡¢Êµ·ÑÖÆ¡¢Ò鶨ÊÕ·ÑÖÆ¡¢Ð§Òæ·ÖÅäÖƵÈÊÕ·ÑÖƶÈ¡£
ЭÉÌÓ¶½ðÖÆ£¬¾ÍÊǹã¸æ¿Í»§Óë¹ã¸æ¹«Ë¾¾­¹ýЭÉÌÈ·¶¨Ò»¸öСÓÚ15%µÄÓ¶½ð±ÈÀý£¬¹ã¸æ¹«Ë¾Ôڵõ½Ã½½é15%µÄÓ¶½ðºó£¬½«³¬³öЭÒéÓ¶½ð±ÈÀýµÄ²¿·ÖÍË»¹¸ø¹ã¸æ¿Í»§¡£ ÕâÔÚÒ»¶¨³Ì¶ÈÉϱ£»¤Á˹ã¸æ¿Í»§µÄÀûÒ棬Ö÷ÒªÊÊÓÃÓÚý½éÖ§³ö·ÑÓýϴóµÄ¹ã¸æ´úÀíÒµÎñ¡£
ʵ·ÑÖÆ£¬¾ÍÊÇ°´ÕÕ¹ã¸æ¹«Ë¾Êµ¼ÊµÄ³É±¾Ö§³öºÍÀÍÎñÖ§³ö¼ÆËãÆä¹ã¸æ´úÀí·Ñ¡£¹ã¸æ¹«Ë¾ÒÀ¾Ý¸÷Ïîʵ¼ÊÖ§³öµÄƾ֤Ïò¹ã¸æ¿Í»§Èçʵ±¨Ïú£¬²¢¸ù¾Ý¸÷ÏîÒµÎñËù»¨·ÑµÄʱ¼ä»ñÈ¡ÏàÓ¦µÄÀÍÎñ±¨³ê¡£Í¬Ê±¹ã¸æ¹«Ë¾ÔÚ»ñµÃý½é15%µÄ´úÀíÓ¶½ðºó£¬ÐëÏò¹ã¸æ¿Í»§Èçʵ±¨¸æ£¬²¢Í˳ö³¬¹ýÆäÀÍÎñ·ÑÓõIJ¿·Ö¡£µ«Èç¹ûÆäËù»ñµÃµÄý½é´úÀíÓ¶½ðµÍÓÚÀÍÎñ·Ñ£¬ÔòÓɹã¸æ¿Í»§²¹ÆëËùȱ²¿·Ö¡£
Ò鶨ÊÕ·ÑÖÆÊÇʵ·ÑÖƵIJ¹³äÐÎʽ£¬¾ÍÊǹã¸æ¿Í»§Óë¹ã¸æ¹«Ë¾Õë¶Ô¾ßÌå¸ö°¸£¬ÔÚ¶Ô¹ã¸æ´úÀí³É±¾½øÐÐÔ¤¹ÀµÄ»ù´¡ÉÏ£¬¹²Í¬É̶¨Ò»¸ö°üÀ¨´úÀí³ê½ðÔÚÄÚµÄ×ܽð¶î£¬Óɹã¸æ¿Í»§Ò»´ÎÐÔ¸¶Çå¸ø¹ã¸æ¹«Ë¾¡£´ËºóÔÚʵ¼ÊÔËÐйý³ÌÖУ¬¹ã¸æ¹«Ë¾×Ô¸ºÓ¯¿÷£¬Óë¹ã¸æ¿Í»§Î޹ء£Ò鶨ÊÕ·ÑÖÆ¿ÉÒÔ±ÜÃâ¹ã¸æ¿Í»§Óë¹ã¸æ¹«Ë¾Ö®¼ä¿ÉÄÜÒý·¢µÄ¸¶·Ñ¾À·×¡£
ЧÒæ·ÖÅäÖÆ£¬¾ÍÊǹã¸æ¹«Ë¾¿ÉÒÔ°´Ò»¶¨µÄ±ÈÀý´ÓËüËù´úÀí¹ã¸æµÄʵ¼ÊÏúÊÛ¶îÖгéÈ¡ÏàÓ¦µÄÀûÈ󣬵«Èç¹û¹ã¸æ²»ÄÜ´Ù½øÏúÊÛ£¬ÔòµÃ²»µ½ÀûÈó»Ø±¨¡£Õâ¾Í½«¹ã¸æ´úÀíµÄȨÀûºÍÔðÈνô½ôÀ¦°óÔÚÒ»Æð£¬Ê¹¹ã¸æ¹«Ë¾±ØÐë³Ðµ£¹ã¸æ´úÀí»î¶¯µÄ·çÏÕ¡£
Èý¡¢ÊµÊ©¹ã¸æ´úÀíÖƵÄÌõ¼þ¼°ÒâÒå
Ò»·½Ã棬ȫÃæʵʩ¹ã¸æ´úÀíÖƵıØÒªÌõ¼þÊÇÐèÒªÓÐÓëÖ®ÏàÆ¥ÅäµÄÍêÉƵÄÊг¡¾­¼Ã»·¾³ºÍ³ÉÊìµÄ¹ã¸æÊг¡»·¾³£¬Ã»Óо­¼ÃµÄ·±ÈÙ£¬Ã»Óз¢´ïµÄÊг¡¾­¼ÃÌåÖƺÍÁ¼ºÃµÄÐÐÒµ»·¾³£¬¹ã¸æ´úÀíÖƾͲ»¿ÉÄÜ˳ÀûÍÆÐУ»ÁíÒ»·½Ã棬¹ã¸æ¹«Ë¾×ÔÉíµÄ×´¿öºÍÄÜÁ¦ÓÖÊÇÄÜ·ñ³É¹¦ÊµÊ©¹ã¸æ´úÀíÖƵľö¶¨ÐÔÒòËØ¡£
¹ã¸æ´úÀíÖƵÄʵʩ£¬Ç£Éæµ½¹ã¸æÊг¡Öйã¸æ¿Í»§¡¢¹ã¸æ¹«Ë¾ºÍ¹ã¸æý½éÕâÈý¸öÖ÷Ìå¡£¶øÔÚÒÔ¹ã¸æ´úÀíÖÆΪ»ù´¡µÄ¹ã¸æ¾­Óª»úÖÆÖУ¬¹ã¸æ¹«Ë¾´¦ÓÚ¹ã¸æÊг¡µÄÖ÷µ¼µØ룬´Ó±¾ÖÊÉÏ˵£¬¹ã¸æ¹«Ë¾ÊÇʵÐйã¸æ´úÀíÖƵÄÖÐÐÄ»·½Ú¡£
¹ã¸æ¹«Ë¾Òª´Óʹã¸æ´úÀí»î¶¯£¬Ê×ÏȱØÐë»ñµÃÓйØÕþ¸®¹ÜÀí²¿ÃŵÄÈÏ¿É£¬²¢È¡µÃºÏ·¨µÄ´úÀí×ʸñ£¬²ÅÄÜÔڹ涨µÄ·¶Î§ÄÚ´ÓÊÂÏàÓ¦µÄ¹ã¸æ´úÀí»î¶¯¡£¼´¹ã¸æ¹«Ë¾´úÀí¹ã¸æÒµÎñ±ØÐëµÃµ½¹ã¸æ¿Í»§»ò¹ã¸æý½éµÄÈÏ¿ÉÓëίÍС£Æä´Î£¬Ìá¸ß¹ã¸æ¹«Ë¾×ÔÉíµÄ´úÀíÄÜÁ¦ÊÇÔöÇ¿Æ侺ÕùÄÜÁ¦µÄΨһ;¾¶£¬¶ø¸ßˮƽµÄ¸÷Àà¹ã¸æöλÔÓéÀֵǼÈë¿ÚÏÂÔØÈ˲Å¡¢¾«Á¼µÄ¹ã¸æÖÆ×÷É豸ºÍÏȽøÓÐЧµÄÄÚ²¿¹ÜÀí»úÖÆÊÇʵÏÖÕâһ;¾¶µÄÓÐÁ¦±£ÕÏ¡£ÔٴΣ¬¾ß±¸³ä×ãµÄÁ÷¶¯×ʽðºÍÐÛºñµÄ¾­¼ÃʵÁ¦ÊÇý½é´úÀíµÄÇ°Ìá¡£
µ±Ç°£¬ÎÒ¹úÕý´óÁ¦·¢Õ¹Éç»áÖ÷ÒåÊг¡¾­¼Ã£¬ÕâÓÐÀûÓÚ¹ã¸æÒµµÄ³¤×ã·¢Õ¹£¬ÓÐÀûÓÚ¹ã¸æ´úÀíÖƵÄÈ«Ãæʵʩ¡£µ«Í¬Ê±ÎÒ¹úµÄÊг¡¾­¼ÃÌåÖÆ»¹Î´·¢Óý³ÉÊ죬ȫÃæÍÆÐйã¸æ´úÀíÖƵÄÊг¡¾­¼Ã»·¾³»¹²»ÍêÈ«¾ß±¸£¬ÔÚ¹ã¸æÒµ¸ßËÙ·¢Õ¹µÄ±³ºó£¬Ò²´æÔÚ×ÅһЩ×è°­¹ã¸æÒµ¹æ·¶·¢Õ¹µÄÏû¼«ÒòËØ¡£ÆäÖÐ×î´óÎÊÌâ¾ÍÊǹã¸æ¿Í»§¡¢¹ã¸æ¹«Ë¾¡¢¹ã¸æý½éÈýÕßÖ®¼äµÄ¹Øϵ»¹Ã»ÓÐÕæÕýÀí˳£¬·Ö¹¤²»Ã÷È·¡¢¹ã¸æÐÐΪ²»¹æ·¶¡¢ÐÐÒµ½á¹¹²»ºÏÀíµÈÎÊÌâʹµÃ¹ã¸æ¾­ÓªÖÈÐò»ìÂÒ¡£
Òò´Ë£¬¹ã¸æ´úÀíÖƵÄʵʩ£¬ÓÐÀûÓÚ´Ù½ø¹ã¸æÐÐÒµµÄ¿Æѧ»¯¡¢öλÔÓéÀֵǼÈë¿ÚÏÂÔØ»¯½¨É裬ÓÐÀûÓÚÌá¸ß¹ã¸æÒµµÄÕûÌåˮƽºÍÏû³ýÐÐÒµÄڵIJ»Õýµ±¾ºÕù£¬Ã÷È·¹ã¸æ¿Í»§¡¢¹ã¸æ¹«Ë¾¡¢¹ã¸æý½é¸÷×ÔµÄȨÀûºÍÒåÎñ¡£Ö»ÓÐÕæÕýÈ«ÃæÍÆÐйú¼ÊͨÐеĹã¸æ¾­Óª»úÖÆ——¹ã¸æ´úÀíÖÆ£¬²ÅÄÜʹ¹ã¸æÊг¡µÄÈý¸öÖ÷Ìå¸÷˾ÆäÖ°£¬¸÷¾ÍÆä룬³ä·Ö·¢»Ó¹ã¸æÒµ¶Ô¾­¼Ã·¢Õ¹µÄ¾Þ´ó´Ù½ø×÷Óã¬Ê¹ÎÒ¹ú¹ã¸æÒµ³¯×Ž¡¿µ¡¢¹æ·¶µÄ·½Ïò·¢Õ¹£»¶ø±¾ÍÁ¹ã¸æ¹«Ë¾ÔÚÎÒ¹ú¼ÓÈëÊÀ½çóÒ××éÖ¯ºó£¬ÔÚÃæÁÙ×Å¿ç¹ú¹ã¸æ¹«Ë¾¡¢¹ú¼ÊÐÔ´«²¥¹«Ë¾¡¢ÓªÏú¹ËÎʹ«Ë¾µÈÒµÄÚ¡¢Òµ½ç¼äµÄ¼¤ÁÒ¾ºÕùʱ£¬Ö»Ó⻶ÏÌá¸ß×ÔÉíʵÁ¦£¬¸Ä±ä·þÎñ¹ÛÄîºÍ·½Ê½£¬´ÓÁãÉ¢ÔË×÷תÏò¼¯Ô¼ÔË×÷£¬´Ó¾­ÑéÐÍ·þÎñתÏòöλÔÓéÀֵǼÈë¿ÚÏÂÔØ»¯ºÍ¿Æѧ»¯·þÎñ£¬²ÅÄÜÔÚ×ʱ¾Á¦Á¿ºÍöλÔÓéÀֵǼÈë¿ÚÏÂÔØ»¯·þÎñµÄÐÂÒ»ÂÖÏ´ÅÆÖв»±»ÌÔÌ­³ö¾Ö¡£Ö»ÓÐÕâÑù£¬ÎÒ¹ú¹ã¸æÒµ²ÅÄÜѸËÙµØÊÊÓ¦²¢ÈÚÈëµ½¹ú¼Ê´óÊг¡ÖУ¬Ë³ÀûʵÏÖÓë¹ú¼ÊÊг¡µÄ½Ó¹ì£¬ÔÚ¼¤ÁҵĹú¼Ê¾ºÕù»·¾³ÖÐÇóµÃÉú´æÓë·¢Õ¹¡£
   
СöλÔÓéÀÖ¹Ù·½appÏÂÔØ£ºÊ²Ã´ÊÇ4A¹ã¸æ¹«Ë¾
4AµÄ±¾ÒâÊÇÃÀ¹ú¹ã¸æ¹«Ë¾Ð­»áAmerican Association of Advertising AgenciesµÄËõд£¬4AЭ»á¶Ô³ÉÔ±¹«Ë¾ÓкÜÑϸñµÄ±ê×¼£¬ËùÓеÄ4A¹ã¸æ¹«Ë¾¾ùΪ¹æÄ£½Ï´óµÄ×ÛºÏÐÔ¿ç¹ú¹ã¸æ´úÀí¹«Ë¾¡£ËüÓÚ1917ÄêÔÚÃÀ¹úµÄʥ·Ò×˹³ÉÁ¢£¬¿ÉÒÔ˵ÊÇÈ«Çò×îÔçµÄ¹ã¸æЭ»á¡£´ÓÄÇʱ¿ªÊ¼£¬¹ã¸æ¹«Ë¾Öð½¥·¢Õ¹³ÉΪ“full service advertising agency ” £¬ÈËÃǽ«ÕâÑùµÄ¹ã¸æ¹«Ë¾³ÆΪȫÃæ¹ã¸æ´úÀí·þÎñ¹«Ë¾¡£4AµÄ¸ÅÄîÓÉÃÀ¹úѸËÙÀ©Õ¹ÖÁÈ«Çò²¢»ñµÃ¹ã·ºÈÏͬ¡£Ö®ºó£¬ÔÚÖйúµĄ̈ÍåºÍÏã¸ÛÒ²Ì×ÓÃÁË4¸öA £ºthe association of accredited advertising agents¡£ÔÚÖйú´ó½£¬¹ãÖÝÂÊÏȳÉÁ¢ÁË4AЭ»á£¬¼´“¹ãÖÝÊÐ×ÛºÏÐÔ¹ã¸æ´úÀí¹«Ë¾Ð­»á”£¬³ÉÔ±Óб¾ÍÁ¹«Ë¾Ò²ÓÐÍâ×ʹ«Ë¾¡£ËæºóÉϺ£ºÍ±±¾©Ò²ÏȺó³ÉÁ¢ÁË4A¡£