Quản lý Nhà nước đối với hoạt động quảng cáo ở thành phố Hà Tĩnh, tỉnh Hà Tĩnh

ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ




NGUYỄN THỊ MAI THỦY




QUẢN LÝ NHÀ NƢỚC ĐỐI VỚI HOẠT ĐỘNG QUẢNG CÁO
Ở THÀNH PHỐ HÀ TĨNH, TỈNH HÀ TĨNH






LUẬN VĂN THẠC SĨ QUẢN LÝ KINH TẾ
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH




Hà Nội – 2014
ĐẠI HỌC QUỐC GIA HÀ NỘI
TRƢỜNG ĐẠI HỌC KINH TẾ

NGUYỄN THỊ MAI THỦY





QUẢN LÝ NHÀ NƢỚC ĐỐI VỚI HOẠT ĐỘNG QUẢNG CÁO
Ở THÀNH PHỐ HÀ TĨNH, TỈNH HÀ TĨNH

Chuyên ngành: Quản lý kinh tế
Mã số: 60 34 01


LUẬN VĂN THẠC SĨ QUẢN LÝ KINH TẾ
CHƢƠNG TRÌNH ĐỊNH HƢỚNG THỰC HÀNH


Ngƣời hƣớng dẫn khoa học: PGS.TS. Trần Anh Tài


Hà Nội - 2014
LỜI CAM ĐOAN


Tôi xin cam an t  các ni dung ca lun vn này hoàn toàn
c hình thành và phát trin t ng quan im ca chính cá nhân tôi,
di shng dn khoa hc ca PGS.ác s liu và
k qu có c trong lu vn tt nghip là hoàn toàn trung thc.

Tác giả luận văn



Nguyễn Thị Mai Thủy












LỜI CẢM ƠN

Trong quá trình thc hin lu vn này tôi ã nhn c s quan tâm
giúp  ca quý Thy Cô, b  
         -
 

  in trân trng cm n      - PGS.TS.
 - 
 ã hng d tn tìn và có nhng ý  óng góp quý
báu  lu c hoàn thành tt hn.
Xin tr trg cm n quý Thy Cô Khoa , 
-  ã hng dn và giúp em

trong quá trình thc hi lun vn.
Xin trân trg cm n quý Thy Cô trong Hi ng chm Lun vn
ã có nhng góp  nhg thiu sót ca lun v này  lu v
ngày càng hoàn thin hn.
Xin trân trg cm n các bn bè và ng nghip,  

hóa-Thông 
 ã      
cung cp thông tin, tài li và hp tác trong quá trình tôi thc hi lun vn.
 quý Thy Cô Trng hc Kinh - 
trong thi gian qua  truy  cho em nhg kin
thc quý báu.
Cui cùng, xin chân thành cn ti gia  ã ng
viên tôi, giúp ut thi 
lu v
MỤC LỤC


 i
 ii
 1
: 
 11
 11
 11
. 13
 15
 17
 17


 21

 31

 31
 35
 :         
          
 37
 
 37
- 
 37

 44

 52

 52
 56

 60

 63
 63
 64
 66
 :        
      
 69

 69
3.1.1.  69
 70
 71
         
 71
 74
 75

 77
 79
 80
 82
 83















i

DANH MỤC CÁC TỪ VIẾT TẮT

STT
Ký hiệu
Nguyên nghĩa
1
CNTT

2
FM

3


4
IT
Information Technology- 
5
LCD

6
LED

7


8
TDP


9
UBND

10
VHNT

11
VH-TT
- Thông tin
12
VHTT-TDTT

13
VHVN - TDTT-
TTTT
- - Thông











ii

DANH MỤC CÁC BẢNG

STT
Bảng
Nội dung
Trang
1
2.1
         
- 

42
2
2.2

        

47
3
2.3
         

48
4
2.4
C
        

49
5

2.5



54
6
3.1
        


71







1
MỞ ĐẦU
1. Lý do chọn đề tài
Qphát
 . 
- 
- 
Q






 
 
         (Information Technology-  
thông tin) 

              




 - 






 : , 



 . 





 







 

2
 , 



 , 
 . 








-  áo  , 


 , 








 -  , 








, 





 ,  . 




- 



 , 

. 


  







,
  . 

,





















, 


, 









  

 
 

. 
- 
   


, 
 : 




 
 - 

; 












 ,
, ng
, , 












 
thông, . 



 ,  ,

3
 .  , 














 , 

























 ,

















 , .  








  , 












; 
















 ,

















  ; 












 ,








 , 



 , 









 , 



 

, 




, 














; 














Quản lý nhà nước đối với hoạt động quảng cáo ở Thành phố Hà
Tĩnh, tỉnh Hà Tĩnh”             




-  
?
- 

- 

- 

4
2. Tổng quan tình hình nghiên cứu thuộc lĩnh vực của đề tài.
2.1. Các nghiên cứu của người nước ngoài.


 , 











 ,  , 













 : 



 , 
h, 



, 





 , , 



, 



 


 . 





:
Nhóm thứ nhất: 

        Congdon, Tim, Andrew Graham,
Damian Green and Bill Robinson (eds) [1995]: The Cross Media Revolution
    ");  , Marc (ed)
[1997]: Public Broadcasting for the 21
st


. 












, , , , 


, 



















, 



,  , 

, 











 . 









 , 
 , 





















.
Aufderheide, Patricia [1999]: Communication Policy and the Public
           

     




 , 
hóa; 

5
 

















 , 






 , chael
           
 
rd
        

Nhóm thứ hai : 

 , 







 : Padioleau, Jean G. [1987]: The

Garnham, Nicolas
         
Cristina Murroni [1996]: New Melia, new Policies ("
, "), 



 , 
, 































  , 










.
2.2. Nghiên cứu trong nước.
]: 
; 
 - 



Nam -             


6


               
             


          

-
Bùi Quang  
"
 



          


         [2011]:

              

Tóm lại


             
 

7






nh sách.
3. Mục đích, nhiệm vụ nghiên cứu.
- Mục đích nghiên cứu
 
- Nhiệm vụ nghiên cứu:
cáo 
 

 



 
4. Đối tƣợng, phạm vi nghiên cứu.
- Đối tượng nghiên cứu 

- Phạm vi nghiên cứu:
              
 .
+  

8


pháp cho 2015-2020.
5. Phƣơng pháp nghiên cứu.

- Phương pháp điều tra khảo sát:
 






  : 


- 
31--

              



(Nguồn: Kết quả khảo sát của tác giả)

 

, 
T, ; ,

9
các báo cáo, 





 



.
- Phương pháp thống kê kinh tế



- Phương pháp phân tích

 
 
 .
- Phương pháp tổng hợp, so sánh
              

khái quát các  
 


nào 
6. Dự kiến những đóng góp mới của luận văn.
- 

- 


- 


10
7. Kết cấu nội dung luận văn.

- 

- 

- 
 





11
Chƣơng 1
MỘT SỐ VẤN ĐỀ LÝ LUẬN VÀ THỰC TIỄN VỀ QUẢN LÝ
NHÀ NƢỚC ĐỐI VỚI HOẠT ĐỘNG QUẢNG CÁO
1.1. Khái niệm, vai trò của quảng cáo.
1.1.1. Quảng cáo.

q  
 
, , công ty hay  .
             
             

 thông
tin  

 hay khách hàn
 
(
 
) thì Quảng cáo  



cá nhân. [10, tr1]

- Dịch vụ có mục đích sinh lợi 


12


- Sản phẩm quảng cáo  


- Xúc tiến quảng cáo 

- Người quảng cáo 

- Người kinh doanh dịch vụ quảng cáo 


- Người phát hành quảng cáo        





- Người chuyển tải sản phẩm quảng cáo     


- Người tiếp nhận quảng cáo 

- Thời lượng quảng cáo 
     



13
- Diện tích quảng cáo 

            

- Sản phẩm, hàng hóa, dịch vụ đặc biệt 
 
- Màn hình chuyên quảng cáo 

 [10, tr 1-2]
N
, là:
-          


(             


-      


- 

1.1.2. Vai trò của quảng cáo.
 
 
Thebes . Vài
 

14



   o Caxton,          Pháp
J.Chéret (1835-

Ý L.Cappiello
(1875-
chocolate 03.

      

      



-              




qu



- 



15

        




1
.
- 






1.1.3. Mặt trái các hoạt động quảng cáo.
             
nh



 

          

B:

1
-
công nghiệp văn hóa au.
ngành công nghiệp văn hóa 
công nghiệp bản quyền công nghiệp giải
trí nền kinh tế sáng tạo (Creative economy)

16
- Qu            
                
      
 
 

- 


- 
 

        


-            







 

