| 广告创意性产品及其创新生产机制 |
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| 引用本文： | 姚曦.广告创意性产品及其创新生产机制[J].武汉大学学报(人文科学版),2009(5):625-629. |
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| 作者姓名： | 姚曦 |
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| 作者单位： | 武汉大学新闻与传播学院,湖北武汉430072 |
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| 摘 要： | 广告公司的产品是创意性产品，创意性产品的核心属性是创意的创新性。创新是广告公司创意性产品的核心竞争力。广告公司产品生产的主体是具有创新能力和创新潜力的创意性人才，其产品生产的过程是一个贯穿于每一个环节的创新过程。以人力资本为核心的创新生产机制的建立，是对广告公司创意性产品质量的保证。
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| 关 键 词： | 广告公司 创意性产品 创新生产机制 |
Creative Product Mechanism Construction for Advertisement Company Innovation Production |
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| Yao Xi.Creative Product Mechanism Construction for Advertisement Company Innovation Production[J].Wuhan University Journal (Humanity Sciences),2009(5):625-629. |
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| Authors: | Yao Xi |
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| Institution: | Yao Xi (School of Journalism ＆ Communication, Wuhan University, Wuhan 430072, Hubei, China) |
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| Abstract: | Advertising agency＇s production is creative production, the core attribute of creative production is innovation. The core competivity of advertising agency is innovation. The people who creative advertising agency＇ s production are who have the innovation ability and the innovation potential creative talent. The manufacturing process of advertising agency＇s production is penetration with innovation in each link. Taking the human capital as the core to establishment innovation mechanism, is to guarantee the quality of advertising agency＇s creative production. |
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| Keywords: | advertising agency creative production innovation mechanism |
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