A Research on the Performance Valuation Model of the Chinas Advertising Regulation based on Grey Theory
Since 1990s, the advertising industry has achieved rapid progresses. Meanwhile, the advertising industry is requiring better regulation. In order to improve the performance of advertising regulation, the country needs correct indexes and measuring theories. There is few research literature related to this aspect. This paper puts forward the Grey Relation theory (GR) to evaluate the performance of the advertising regulation based on the former literature. Firstly, the paper advances 9 indexes to measure the performance of advertising regulation. Some qualitative indexes are translated to the quantitative indexes based on the mapping theory. Secondly, with the indexes and the measuring theory, we compare the 2005 performance of advertising regulation in 8 provinces. Lastly, we find the key factors related to the performance from the 9 indexes and give some advices to improve the performance of the advertising regulation.
Advertising Regulation Performance Valuation Grey Relation
Xin Dai Meixing Jing Shilan Tong Bei Chen Kim Fam
School of Management, Huazhong University of Science and Technology, China Henan Academy of Sciences School of Management, Huazhong University of Science and Technology, China Department of Technology Management, Polytechnic Institute of New York University, USA Department of Marketing, University of Otago, New Zealand
国际会议
第八届武汉电子商务国际会议(The Eighth Wuhan International Conference on E-Business)
武汉
英文
2357-2362
2009-05-30（万方平台首次上网日期，不代表论文的发表时间）