我国公益广告传播的市场化策略.doc

我国公益广告传播的市场化策略、 摘要 近年来，随着公益 Abstract In recent years, with the development of public welfare undertakings, public welfare a advertising communication as the attention gradually started to get more and more people question the attention. But on that exists on market now many welfare advertisement, most welfare advertisement is simple for advertising and advertising, and no organic and market strategies for effective integration. This is in a certain extent to the spread of welfare advertisement the influence. At present, our country market advertisement development present situation and not optimistic. Besides most powerful support by countries from the public service ads really creative advertising, to advertising, ultimately to the advertisement broadcasting caught everyones attention, the level of good marketing effect final harvest outside, most welfare advertisement lax still under development the situation in China, so for the spread of welfare advertisement caused very adverse effects. Based on our public announcement and foreign welfare advertisement, analyzes the status quo of the development of the public service ads in development of some of the deficiencies, and insufficient are put forward. Thus for promoting the marketization of public service ads spread of communication strategy provide powerful support. Keywords: Public advertising market China effective strategies to spread 目录 摘 要 I Abstract II 目 录 III Abstract 2 绪论 5 1 公益广告概述 7 1.1公益广告的概念 7 1.1.1狭义的公益广告概念 7 1.1.2广义的公益广告概念 8 1.2公益广告发展传播简史 8 1.2.1公益广告在国外的发展概况 8 1.2.2国内的发展概况 10 2 我国公益广告传播市场化进程中存在的问题及原因 12 2.1 公益广告传播市场化进程中存在的问题 12 2.1.1各国公益广告传播市场化进程中存在的共同问题 12 2.1.2在我国特殊国情下公益广告传播市场化进程中存在的问题 14 2.2 分析上述问题产生的原因 15 2.2.1政府层面的原因 15 2.2.2企业层面的原因 15 2.2.3创作者层面的原因 16 3 我国公益广告传播市场化的对策建议 16 3.1逐步吸引企业加入公益广告的阵营中来 16 3.2建立有效的公益广告市场化体制 16 4 案例分析 17 4.1公益广告运动 17 4.2企业责任意识 17 4.3企业品牌力量 17 结束语 18 参考文献 19 致谢 20  绪论 随着我国社会主义改革开放的不断深入，社会发展的速度也越来越快。在经济飞速发展的同时，对于人们之间的社会关系问题要求也就不断的提高。由于我国在长久发展过程中的一些固有弊病的存在，因为使得当