Organizational Buying and Advertising Agency-Client Relationships in China
Organizational Buying and Advertising Agency-Client Relationships in China
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中国的组织采购和广告代理客户关系
DOI：
10.1080/00913367.2001.10673638
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发表时间：
2001
期刊：
影响因子：
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通讯作者：
Douglas C. West
中科院分区：
文献类型：
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作者：
G. Prendergast;Yi;Douglas C. West
摘要20世纪80年代和90年代已经看到了一个有趣的，多样化的，相关的文学机构的广告代理商与客户的关系的发展。近年来，一个关注的领域是将组织购买行为原则应用于从广告代理商购买广告服务的公司。然而，人们对这些理论在发展中国家的应用知之甚少。本文在查阅了有关中国广告业的文献和组织购买行为原理在广告业中的应用之后，对上海200家企业进行了调查。结果出乎意料地表明，广告代理商在活动开发过程中的权力是不相关的性质的广告任务（新的任务，修改后的再购买，直接再购买）在手。此外，自下而上的流程赋予代理机构最弱的权力，客户购买过程由营销人员、销售人员和公共关系主导，而高层管理人员是主要决策者。
Abstract The 1980s and 1990s have seen the development of an interesting, diverse, and relevant body of literature on the advertising agency-client relationship. In recent times, an area of focus has been the application of organizational buying behavior principles to companies that are purchasing advertising services from advertising agencies. However, little is known about the application of such theories in the context of a developing country. After examining the literature relating to China's advertising industry and the application of organizational buying behavior principles in the advertising industry, this article reports on a survey of 200 firms in Shanghai. The results unexpectedly show that advertising agency power in the campaign development process is not related to the nature of the advertising task (new task, modified rebuy, straight rebuy) at hand. In addition, bottom-up processes give agencies the weakest power, and the client buying process is dominated by marketers, the salesforce, and public relations, with top managers the primary deciders.