Study On The SCP's Transformation On CCTV' Advertising Bidding Subjects From The Industrial Organization Theory

As a barometer in China's advertising industry and the direction of wind in industrial development and competition, the advertising public bidding in CCTV is no doubt one of the most remarkable events in the contemporary and modern history of China's advertisements. Since 1995, CCTV advertising subject has been proceeding for fourteen years. What decide the change of advertising subject are CCTV, enterprises and advertising agencies. Based on those former scholars' study ,this essay traces the relationship changeable course of CCTV' advertising public bidding subject in 14 years, analyzes their evolve regulation and driving forces in order to make the advertising subject and other related advertising activities become more predictable and controlledThis essay consists of four parts. The Preface introduces the study background, the study significances and the study situation of the subject changes relationship in advertising public bidding of CCTV. The first chapter presents the Theory of Industrial Organization and SCP paradigm, which refers to Market Structure, Market Conduct, Market Performance .and further points out the SCP paradigm is an important point of view to study the changes of principal aspects in Advertising public bidding.The second chapter, this essay's focus, employs the Theory of Industrial Organization and SCP Paradigm to survey three advertising subjects' different Marketing Structure, Marketing Conduct and Marketing Performance at four stages of advertising subject.Based on the study of the second chapter, the third chapter draws a conclusion for the features and driving forces of the changeable SCP in 14 years. from the starting of Advertising public bidding.The features of SCP's variance obtained in this essay are as following. Firstly the variance of marketing structure is determined by the company's marketing thought. Besides the variance of Marketing Conduct experienced a course from sensibility to rationality, from spontaneity, consciousness to scientific maturity. In addition the variance of marketing Performance represents the increase from extensive and intensive mode to efficient mode. Last but not least The SCP's variance of the advertising subjects reflects that of Chinese advertising industry entirely. Meanwhile this essay assumes that the driving forces of the SCP's change in CCTV advertising bidding subjects are the Dominant-Order parameter conversion. Those generally accepted rules of overall design trained out through symbiotic parameters will become the dominant force which decides the SCP's variance of the advertising bidding subjects.