1-----------------------------------------------------------------1-----------------------------------------------------------------2--------------------------------------------------------------------2-3-----------------------------------------------------------------------31980---------------------------------------319811984-----------5-71985------------------------------7-10---------------------------------------10-12---------------------------------------------------------------------13---------------------------------13-16------------------------------------16-18---------------------------------------------18-22---------------------------------------------------------------------22-23------------------------------------------------------------------23-24------------------------------------------------------------------------25-27------------------------------------------------------------------27-30------------------------------------------------------------------30-32------------------------------------------------------------------32-34---------------------------------------------------------------------34-35------------------------------------------------------------------35-36---------------------------------------------------------------36-38------------------------------------------------------382------------------------------------------------------38---------------------------------------------------------------38-------------------------------------------------------------------------------38-39-------------------------------------------------------------------------------39-43-------------------------------------------------------------------------------44-473competitivedynamic2001(1980)(1998)(1996)----SARS2003200320042003200420042003320BDM90.72%DDB-30%4200350%(2004.3)(KSF)Chandler(1962)Kotler(1976)Quinn(1980)Barney(1997)(workingdefinition)(strategicdimensions)(.1999)Ansoff(1965)(product-marketscope)(makeorbuydecision)Newman&Schendl(1971)Porter(1980)/5Chrisman,Hofer&BoultonChrisman(1988)Nohria&Garcia-Pont(1991)(1995)1.2.3.4.()/1960198019601984,1991,19941984198519901990LeeandLeu1992Hu1998a198019801985(1980)(19811984)(1985)19806Kim1995Hu1998a196019821994Hu1998a1960196755196719961961199419821961196210101992226227195871963()1961199919601966197019601980198932Hu1998b1-119801961StandardINC19621963(Dentsu)1964196019641974(Dentsu)19701974(Hakuhodo)Hu1998b1990p.119198119841980Goldstein19898Hu1998app.174-1751196019702J3245198119841980Goldstein1989Hu1998a2000()19522199311Chan1994()()19809()know-how1-2198119841981OgilVyMather1982McCann-Erickson1983Grey1984Dai-Ichi-Kikaku1984TedBates1984()DDB1984J.WalterTHompson1981-19841984Saatchi&SaatchiHu1998a1990p.11919851984()Hul998bLimas()JWalterThompson()Batey()Bates()DMBB()OgilVyMather()McCannErlckson()Dentsu()SaatchlSaatchl()Leo10Burnet()Grey()Bozell()EuroRSCG()2000a()(FCB)()111-3()()SaatchlSaatchl1988(100%)100%LeoBurnet1984(100%)100%OgilVyMather1985(62%)70%McCannErlckson1987(70%)100%Dentsu1992(52%)52%Dentsu1992(30%)30%Bozell1989(45%)80%Grey1985(25%)25%EuroRSCG1988(40%)100%FCB1991(40%)100%Dai-Ichi-Kikaku1984(40%)98%J.WalterThompson1988(100%)100%Lintas1986(100%)100%Bates1989(100%)100%D’DrcyNasins1995(100%)100%Bates(Singapore)1989(98%)100%DDBNeedham1984(50%)90%Hakuhodo1989(60%)60%Dentsu,Young&Rubica1986(75%)100%Hu1998b1990p.119-12012Hu1998know-how19801986DDBNeedhamBBDOOmnicomWPPJWaltCrThompsonOgilVyMather132000Boom3GrouPLeoBurnettD’ArcyMaslusBentonBowlesAdvertisingAge,2001,p.s18(PostFordism)(Flexibility)(TheRuleofExclusivity)19881990WPPGrouPAsatsuDK20%ChimeCommunication30%BateyGroup50%35%eDentsu,Young&Rubicam3520Bcom3GrouPAdvertisingAge2001April23p.s2214Frith(1998)19931994(CompetitiveConvergence)WPPGrouPMindshareJWalter15ThompsonOgllVyMatherAdvertisingAge2001April23p.s34MindshareWPPGroupWPP19956(1997)(1997)(1998)(1999)(1999)Carat(l999Carat)1999(McDonald’s)QSCV(Quality,service,CleanlinessandValue)2001104820002002198416ThinkGloballyandActLocallyBothThinkandActLocallyFrueanandYuan1996,p.36(TheThompsonWay)Frith,1996210TheEconomist,1992,Nov.14thHu171998a19270(OgilvyandMather)19931993199419921996,1997,30-31Hu1998a,p,112645536450Fruean,1996P.2619791994181980know-how()()BBDO199220199632,1997,30-31,1993,207,12-1319I&SStandardDDBNeedham,1995,227,4015003AIDNCFrith,1997,p.95(theAdvertising&MarketingInternationalNetwork)(theAsiaAdvertisingCorporation)198719967414(1995),2000,9-101978(THEGreaterChina)(OMMcCann-EricksonJWT)1992201211,1992,198,1994,75Hu,1998,pp.202-208DucoffeSmith1993,p.2313-119951036172910Inoue,1996Kim,19962119803-l20494531994NSC82301H004-059,p.20199719971998()19802016(know-how)()19858199570199619851995199422Hu1998p.2133-22003422250%71.68%2028.32200320023-22003()2002427,712164,39672.24%27.76%592,1082003444,638175,70971.68%28.32%620,347200421994199519962003(3-3)233-3200310()1J&WalterThompson45,4751652Dentsu45,1192023McCann-Erickson42,6931414Ogilvy&Mather39,2001325HwaWei&Grey38,773926Saatchi&Saatchi38,000857LeoBurnett34,046808FooteCone&Belding29,451969KuoHua21,200731