整合营销传播代理公司之应用性组织模式研究

AStudyontheOrganizationModeofIMCAgency:BasedonImplementationPurpose(LiuYan-Hui)*AbstractThereisampleevidencethatthecentury-longdominationinmarketingcommunicationsbymassmediaadvertisingandadvertisingagenciesiscomingtoanend.Newmediatechnologiesareincreasingthefragmentationofmediausage.Forcesoftraditionalmassmediachannelincreasinglyweaken.Inordertoachievethemaximizationofutility,it’snecessarythatallIMCdisciplinescooperateandproductsynergy.So,wecansaythattheageofIMC(IntegratedMarketingCommunications)iscoming.EnterprisemaymarshalIMCcampaignbythem,andtheycanassignanagencytoserveit.HeretheagencyisnotatraditionalAdagency,butanewparadigm—IMCAgency.AllwedoistodescribethecharactersofIMCAgencyanddesignitsorganizationalmodeandmechanism.Moreover,onthebasisofnetworkorganizationtheory,thisstudyfocusesonthereconstructionoftheexistingorganizationalmode.WehopeitcancontributetoprospectthefuturetrendofIMCAgency.Keywords:IntegratedMarketingCommunications,IMCAgency,Organizationalmode,NetworkOrganization.*1979520021IMCIMCIMCIMCIMC1.2.3.IMC1(IntegratedMarketingCommunications)JeromeMcCarthy4PRobertF.Lauterborn4C(CommunicationSynergy)IMCTomDuncan(1994)(StakeholderandInterestGroups)DonE.Schultz(1997)2000IMC5Rs(Responsiveness)(Relevance)(Receptivity)(Recognition)(Relationships)IMC11(AAAA)19891.2.3.4.(synergy)Caywood,Schultz&Wang1991Duncan19921.2.3.Schultz19931.2.3.4.Oliva19931.2.3.Crombie19961.2.3.4.Duncan&Moriaty19971.2.3.4.Shimp19971.2.3.2001IMC(Outside-in)(Stakeholders&InterestGroups)(InterestGroups)(Stakeholders)222001672RichardL.Daft12343IMC[]·20003223[]·L·1999103ABCD[]·200033350104ACB42/[]·2000385(1999)4Doz,Olk&Ring(2000)——5Mitchell19696Thorelli(Hierarchy)7JarilloOuchi(1980)46(3)199935-465Doz,Y.L.,P.M.Olk&P.S.Ring,FormationProcessesofR&DConsortiaWhichPathtotake?Wheredoesitlead?StrategicManagementJournal,21,2000,pp.239-266.6Mitchell,J.C.,TheConceptandUseofSocialNetworks,inJ.C.Mitchell(ed.),SocialNetworksinUrbanSituations,Manchester,England,1969,pp.13-14.7Thorelli,HansB.,Networks:BetweenMarketsandHierarchies,StrategicManagementJournal,7,1986,pp.37-51.68Gulati()9Johnson&Mattsson(1987)10—————Thompson(1967)(opensystem)Pfeffer&Salancik(1978)Williamson(1975)Jarillo(1988)Blois(1990)Oliver(1990)Ciborra(1992)Johanson&Mattsson(1987)Zander(1999)Coase(1937)TheNatureofthefirmCoase(TransactionCost)11Williamson(1975)MarketandHierarchiesFailure12Jarillo(1988)“TransactionCost,TCExternalCost,EC8Jarillo,J.Carlos,OnStrategicNetworks,StrategicManagementJournal,9,1988,pp.31-41.9Gulati,R.,Alliancesandnetworks,StrategicManagementJournal,19,1998,pp.293-317.10Johanson,Jan&Lars-GunnarMattson,InterorganizationalRelationsinIndustrialSystems:ANetworkApproach,InternationalwiththeTransactionalCostApproach,InternationalStudiesofManagement&OrganizationVol.xvll,1,1987,pp34-48.11Coase,R.G.,TheNatureoftheFirm,1937,pp.386-405.12Williamson,O.E.,MarketsandHierarchies,AnalysisandAntitrustImplicationsaStudyintheEconomicsofInternalOrganization,NewYorkFreePress,1975.7InternalCost,IC13Ymchtman&Seashore(1967)14Pfeffer&Salancik(1978)15¾¾¾(Effectiveness)¾¾(SocialSupport)¾¾Hakansson(1987)16Dill(1990)17Van&Weggeman(2000)13JarilloJ.C.,OnStrategicNetworks.Strategic,ManagementJournal,9,1988,pp.31-41.14Yutchman,E.&Seashore’s,ASystemResourceApproachtoOrganizationalEffectiveness,AmericanSociologicalReview,4,1967,pp.891-903.15Pfeffer,J.andG.R.Salancik,SocialControlofOrganization,NewYork:Harper&RowPress,1978.16Hakansson,H.,ProductDevelopmentinNetworks:IndustrialTechnologicalDevelopment:ANetworkApproach,London:CroomHelm,1987.17Dill,D.D.,University/IndustryResearchCollaborations:AnAnalysisofInterorganizatonalRelationships,R&DManagement,l20,1990,pp.123-129.818(1993)(1)(2)(3)(4)(5)(6)institutionsMizruchi(1991)theembeddednessSelznick(1957)“”(1994)19“”——Stern&Reve(1980)————(ComplexSocioeconomicInterrelations)(multilateralinteraction)—(Duality)—————18Van,J.E.&Weggeman,M.P,ManagingLearninginInformalInnovationNetworks,R&DManagement,30,2000.pp.139-149.19112199438-429———(market)(hierarchy)——(InternalFunctioning)(complementary)(Adaptiveness)31.2.3.-1.2.3.(Duality)1..(Relationship)(Complementary)2.-3.4.1019801994Pfeffer&Salancik(1978)20—AB—AB—Contractor&Lorange198642141./2.//3.4.5.Know-how6./7.8.Contractor,F.J.,P.Lornage,WhyShouldFirmsCompete?TheStrategyandEconomicsBasisforCooperativeVentures,AcademyofManagementReview,14,1986,pp.234-249.20Pfeffer,J.andG.R.Salancik,SocialControlofOrganization,NewYork:Harper&RowPress,1978.21Contractor,F.J.,P.Lornage,WhyShouldFirmsCompete?TheStrategyandEconomicsBasisforCooperativeVentures,AcademyofManagementReview,14,1986,pp.234-249.11Miles,Snow&Coleman,Jr.(1991)22“”GMMiles,Snow&Coleman,Jr.(efficiency)(effectiveness)551.2.1.2.1.2.—(StableNetwork)—(InternalNetwork)—(DynamicNetwork)Miles,Snow&Coleman,Jr.(1992)Limerick&Cunnington(1993)2322Miles,R.E.,Snow,C.C.andColeman,Jr(1991).Managing21stCenturyNetworkOrganizations.OrganizationalDynamics,winter,5-20.23Limerick,DandCunnington,B.(1993).ManagingTheNewOrganization,.SanFrancisco:Jossey-Bass.12—(InternalNetwork)—(ExternalNetwo