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组织及组织行为理论于70年代末由西方传入中国,它的到来无疑为刚刚起步的中国广告行业注入了一针强心剂。随着经济全球化的不断发展以及国内广告市场的逐步开放,市场经济环境下的中国广告行业也面临着组织形态的重新审视与整合。本文以组织学、组织行为学及人力资源管理理论为三大理论基础,目标、资源、结构、互动四大维度为支柱,展开关于广告公司组织形态现状及管理的讨论。
The theory of organization and organization behavior was introduced into China by the West in the late 1970s. It will undoubtedly inject a booster into the just-started Chinese advertising industry. With the continuous development of economic globalization and the gradual opening of the domestic advertising market, the Chinese advertising industry under the market economy environment is also facing a re-examination and integration of organizational forms. This article takes the histology, organizational behavior and human resource management theory as the three theoretical foundations, with the four dimensions of goals, resources, structure, and interaction as the pillars, and discusses the status and management of advertising companies’ organizational forms.