国内广告与消费者研究30年

The Three Decades of the Researches on Advertising & Consumer in China

中文关键词:  广告研究  消费者研究  中国广告

英文关键词:advertising research  consumer research  Chinese advertising

中文摘要:

      广告与消费者研究主要包括信息认知渠道研究、广告接受效果研究、品牌形象研究等。1992年是国内商业性的广告与消费者研究的重要起点,1999—2000年是学术研究的重要时间段。建立具有中国特色的广告与消费者研究体系势在必然,需要更多学者和经营者长期不懈的合作和努力。

英文摘要:

      The advertising & consumer researches mainly include the research on information cognition channel, the research on the effect of advertising, the research on brand image, etc. The year 1992 is the important beginning for the domestic research on advertising & consumer to be launched commercially. The period of 1999-2000 is the important time point for such academic study. It is inevitable to establish an academic system with Chinese characteristics in the researches on advertising & consumer, which requires more academic scholars and business operators to cooperate and strive continuously in a long run.