越南电视广告探讨Research on TV advertising in Vietnam 摘要:（摘要内容经过系统自动伪原创处理以避免复制，越语论文，下载原文正常，内容请直接查看目录。） 有着伟大宣扬后果与深远作用力的电视曾经成为越南古代社会的“主流序言”之一。电视跟着经济的日趋成长,日渐深刻到平凡庶民家,固然没法和世界经济年夜国--中国比拟,然则,越南的经济成长到21世纪时,电视告白业异样展示出了微弱的成长势头,有用地将媒体家当与市场经济成长的需求无机联合了起来；和中国一样,越南电视告白业同亦阅历了从无到有、从小到年夜、从弱到强的疾速成长过程。现今的越南电视告白愈来愈国情化,愈来愈能展示出越南的国度经济成长与公民文明本质的综合特色。今朝,电视告白支出曾经成为电视媒体支出的最主要构成部门,不只对越南告白业的全体成长具有着极其主要的作用,并且直接带动着其他告白序言的同步成长。本论文以越南电视告白业的成长过程为研究点,侧重从三个方面临越南电视告白业的成长情形、存在成绩与处理对策做较为深刻的剖析与商量,详细包含：第一部门重要论述越南电视告白的成长史,对越南电视告白的成长过程从史的方面停止摸索,在此基本上有针对性地剖析今朝越南电视告白业面对的机会与挑衅。论文第二部门集中就今朝越南电视告白业在运营进程中存在的重要成绩和应对战略停止研究,侧重从电视告白运营、告白案牍创作等动身,过细地论述并剖析制约越南告白成长的告白著作和流传方面所存在的成绩并提出处理战略。第三部门商量越南电视告白往后成长趋向,进而提出：在全球化语境下,越南电视告白终究会走向品牌化、范围化、精致化、国际化成长途径。 Abstract: Television has become one of the "mainstream" of the ancient Chinese society, with great publicity and far-reaching influence. Television along with the economy growing, increasingly deep into ordinary homes, although no law and the world economy big country -- China compare, however, Vietnam's economic growth to the 21st century, television advertising industry strange show the weak growth momentum, effectively media possessions and the growth of market economy, the demand of inorganic united, like China, Vietnam television report industry will also experience the from scratch, from small to large, from weak to strong rapid growth process. Vietnam television advertising is becoming more and more national, more and more able to show the country's economic growth and the characteristics of the essence of civil civilization. Today, TV ad spending has become a television media expenditure of the main part, not only all the growth of advertising industry in Vietnam has extremely important influence, and directly drives the other ad preamble synchronous growth. This thesis to Vietnam television against the growth of industry research, focusing on from three aspects: Pro Vietnam TV advertising industry development status, problems and solutions exist in the more profound analysis and discuss, contains a detailed: first part discusses Vietnam TV advertising growth history, to Vietnam TV advertising growth process from the aspects of history stop fumbling. On this basis, a to analyze current Vietnam TV advertising industry is facing the opportunities and challenges for. The second part focused current Vietnam TV advertising industry exist in the operation of the process in an important achievement and strategy research, focus set out from the operation of TV advertisement, advertising copywriter creation, meticulous discussion and analysis restricting growth of Vietnam advertisement advertisement work and spread by the existing problems and puts forward the strategic. Third departments to discuss the future growth trend of Vietnam TV advertising, and then put forward: in the context of globalization, Vietnam TV advertising will eventually go to the brand, the scope of refinement, the way of international growth. 目录: 摘要 4-5 Abstract 5 引言 8-9 1 绪论 9-15 1.1 探讨背景和意义 9-11 1.1.1 探讨背景 9-10 1.1.2 探讨意义 10-11 1.1.3 论文探讨基点 11 1.2 国内外探讨综述 11-14 1.2.1 国内探讨综述 11-12 1.2.2 国外探讨综述 12-14 1.3 探讨目的与探讨措施 14-15 1.3.1 探讨目的 14 1.3.2 探讨措施 14-15 2 越南电视广告发展史与近况 15-27 2.1 越南电视广告回顾 15-19 2.1.1 初创时期：电视广告在计划经济长期条件下艰难起步 15-16 2.1.2 探究期：由计划经济到商品经济的积极转变 16-18 2.1.3 成长期：电视广告在市场经济条件下快速发展 18-19 2.2 越南广告发展近况 19-27 2.2.1 越南社会经济生活下的广告 19-20 2.2.2 越南技术环境下的电视广告 20-21 2.2.3 越南老百姓消费娱乐情况以及电视广告形式 21-27 3. 越南电视广告发展中存在的问题及解决对策 27-42 3.1 越南电视广告存在的问题略论 27-37 3.1.1 虚假广告泛滥,侵害了消费者的权益 27-29 3.1.2 广告语言存在问题 29-31 3.1.3 过量播放广告,作用正常收看 31-32 3.1.4 越南电视广告专业人才的急缺与技术落后 32 3.1.5 行业管理制度的渗漏问题 32-33 3.1.6 广告法学不健全 33 3.1.7 媒体之间的竞争 33-37 3.2 电视广告问题的主要原因 37-40 3.2.1 广告业利益驱动,秩序失范 37-38 3.2.2 政府监管乏力,行政管理的力度不够 38-39 3.2.3 广告行业自律组织不成熟 39 3.2.4 缺乏广泛的社会监督力量 39-40 3.3 电视广告存在问题的对应策略 40-41 3.3.1 国家相关部门应严格把好审查关 40 3.3.2 加强对媒体的监督 40 3.3.3 调动广大消费者的监督意识 40-41 本章小结 41-42 4 越南电视广告未来发展之路探究 42-55 4.1 未来对电视广告管理的规划设想 42-47 4.1.1 越南政府对广告业的未来规划 42-45 4.1.2 越南广告管理制度需要进一步完善 45-46 4.1.3 越南政府应更好地规范对广告内容进行监管的制度 46-47 4.2 越南电视广告未来发展展望 47-54 4.2.1 应提升政府对广告行业的统筹运作能力 47-50 4.2.2 制定越南电视广告发展目标与着力打造本国品牌 50-51 4.2.3 电视广告应走专业化发展道路 51-52 4.2.4 电视广告经营的集团化发展 52-54 本章小结 54-55 结论 55-56 参考文献 56-58 攻读学位期间学术论文情况 58-59 致谢 59-60 |
