By Meng Yuan

On October 3rd, five veterans of

Diaoyu Island-protection movement

since 1970s were invited to a seminar at

Seton Hall University on the disputes on

the sovereignty rights to Diaoyu Island

between China and Japan. The seminar,

which was hosted by Seton Hall

University (SHU) Net Impact, Chinese

Students and Scholars Association

(CSSA) and Center for China-US

Relations Study, attracted almost one

hundred students. Dr. Jason Yin,

Professor and Chair at the School of

Stillman Business and Professor Paula

Alexander also attended the seminar.

“We spend half of our life to fight for our

faith. It’s time now to pass the mission to

the young generation,” said Xianzhong

Chen, the president of Diaoyu Island

Association of New York.

At this seminar, all the scholars gave

lectures on the disputes. They discussed

the history and geography to

demonstrate that these islands are

undisputedly Chinese territory, and then

analyzed the complicated relationship

among China, Japan and United States

and also talked about the potential

natural resources beneath these Islands.

Zhengzhong Sun, one of the activists,

said “those ugly political and economic

reasons explain why Japan is still

claiming that Diaoyu Island is their

territory, even though it is groundless.

We should get together to protect our

territorial sovereignty.”

The young students also participated

in the discussion after the scholars

presented their perspectives. “I am

impressed by the words the elders gave

to us. They are thoughtful. I will follow

them to do the right things,” said Xin Xu,

a graduate student major in MBA.

Mengxin Li, the student leader of SHU

Net Impact association, said,” those

precursors are great people who devoted

half of their lives to insist defending for

the Diaoyu Island. Our young people’s

job is stepping on their footprint and

keeping going. “

The United States claims to be

neutral but in effect is siding with Japan.

The dispute on the Diaoyu Island

between Japan and China, as so far,

shows no sign of moderating and will be

endless in the short future.

Contact Meng Yuan at

meng.yuan@student.shu.edu

By Justi Jiaju Yan

Since 1978’s reform and

opening up, Chinese econo-

my has under more than three

decades torrid growth, how-

ever, China is facing an unfa-

miliar issue presently which

is the escalating inventories

and bearish consumption

with its struggling economy:

braking of real estate, huge

amount of unsold goods and

slump of services industry.

The oversupply of every-

thing including houses, con-

struction materials, house-

hold appliances and cars is

preventing Chinese govern-

ment efforts to recovery from

a sharp economic slowdown.

It has also caused the intense

pricing competition and the

internal conflict of manufac-

turing industry which lead

distributors and manufactures

to redouble its exporting tar-

get but the plumping world

economy make it impossible

to achieve.

The severity of China’s

unbalance of supply and

demand has been carefully

handled by Chinese govern-

ment and Communist Party

of China by adjustment of

statistical data and industrial

structure, because in this year

China going to hold the 18th

National Congress of the

Communist Party of China

(CPC) which is one of most

important national power

transition and once per

decade. Usually in the year of

CPC national meeting,

Chinese government needs to

maintain the most stable

economy development and

peaceful social environment

in order to keep the success-

ful national power transition.

2012 is the beginning

year of Chinese 12th five year

plan of national economic

and social development, the

far-reaching plan for the next

five years: the social and eco-

nomic measures contained in

the plan will have the signifi-

cant impact on the business

landscape, both within China

and in countries that do busi-

ness with China. The five-

year plan has three main pri-

orities that are sustainable

development, industrial

upgrading and promotion of

domestic consumption,

which lead policy maker

transfer their focus from

quantity and scale of econo-

my to structure and quality of

development.

A soft landing of Chinese

Economy will significantly

improve the pattern of econo-

my development and acceler-

ate economic restructuring;

however, economic transition

may also interrupt the contin-

uous growth of economy and

industry, for example, in the

early 1990’s, the radical

transformation from central

planning economy to market

economy and mass privatiza-

tion of secondary and tertiary

industry cause the soar up of

the first hyperinflation in

China since 1949,especially

for the price of basic food and

supplies.

Continue on page 2...

The Diaoyu Island Seminar:

Protecting Will be Endless

The Stillman ExchangeMade possible by the generous support of the O’Brien Family TUESDAY, NOVEMBER 13, 2012

The Official Business Publication of Seton Hall University

China Confronting High inventories

and Low Consumptions

S P E C I A L E D I T I O N

Ethical Issues

of Doing

Business in

China

By Su Yang

China now is an investment

paradise for investors. It is on the

top in many rankings. The reason

includes government’s incentives

and regulations, low labor cost for

the manufacturers and investors.

There is an index called Foreign

Direct Investment (FDI) Confidence

Index, which is a ranking of

countries which have potential

investment opportunities.

FDI confidence index tracks

the impact of the likely political,

economic and regulatory changes

on the foreign direct investment

intentions and preference of the

world’s leading companies. In

2007, 2010 and 2012 indices,

China is the best choice of the

investors, which mentioned in the

above table (FDI Confidence Index,

2012). There are so many international

firms investing in China. However,

as more and more international

companies entering China, the

potential for ethical conflicts also

increase.

The impacts of low transparency

and authoritarian government on

profitability and competitiveness

The first ethical concern for

international firms doing business

in China is lack of transparency in

the market system, which is

showed in corruption and bribery

in business-to-business relationships

and in business-to-government

relationships. Although Chinese

government tried to improve this

situation in the past 10 years, it is

still plagued by endemic corruptions.

For international firms, bribery and

corruption create unnecessary and

unpredictable added cost to do

business, increasing organization’s

risk and instability.

Another factor related to the

issue of bribery and corruption is

“guanxi”, which refer to relationship

of reciprocity. It is the prevalent

culture activity in China. In western

countries, people always maintain

the separation between “work” and

“personal life”. But this is less

common in Chinese business culture.

Contiue on page 2..

The Stillman ExchangePAGE 2 TUESDAY, NOVEMBER 12, 2012

It creates the culture barriers to enter

Chinese market, thus international firms

will take a disadvantage in developing

business in China. Instead they usually

outsource to local third party to facilitate

business.

In China, limited transparency also

showed in competitive bidding processes.

Business opportunities often favor local

Chinese companies over foreign

companies. This becomes a general

disadvantage with government contract

bidding. Government sometimes shows

favoritism to local suppliers at the

expense of foreign companies.

The impacts of culture and ethical

value on the economics

Culture forms the foundation of

ethical behavior and determines what is

ethical and unethical. In China, “guanxi”

have huge effects in Chinese business

environment, within which there are

expectations and trust. When a Chinese

manager negotiates with others, the most

important consideration for him is the

relationship among individuals. Chinese

managers think communication and

“guanxi” will solve everything but pay

less attention to the content of the

contract. In contrast, western managers

think the content of contract itself is more

important. The specific words, the

responsibilities, the dates and the amount

must be clearly.

In short, knowing the differences in

culture between the two societies can help

international companies avoid problems

and failure doing business in China.

Employing local experts doing the

business practices would be the best

insurance of success.

contact Su Yang

su.yang@shtudent.shu.edu

By China National Bureau of Statistics 2012www.stats.gov.cn

Finally Chinese government and

CPC resolved this structural crisis

through tight credit policy and prudent

fiscal policy but did not shake the mind

of economy transition; in 1992 social-

ism market economy has been raise up

by Chinese top authority in the 14th

national congress of Communist Party

of China. Right now in 2012 China

facing the similar situation of twenty

year ago, internally, the restructuring

of industry and transitioning of devel-

opment pattern slowing down the grow

in a short term, externally, 2008 world

financial crisis and recent sovereign

debt crisis of Europe hurting the glob-

al demand which highly influence the

exporting sector of Chines economy.

On the other hand, the problems of

Chinese economy give some econo-

mist nightmares in which, the United

States and many other world economic

entities including emerging economy

back into recession, because China is

the world second largest economy and

has become the largest engine of world

economic growth since 2008.

Economy weakness means that China

is less likely to buy more goods and

service from the world commodity

market and investing less in world cap-

ital market which will worsening the

global glut of goods and falling prices

caused by sovereign debt crisis in

Europe in 2010.

Within China new hiring has

slowed in labor market, job has

become less plentiful but the new

entrants has increasing rapidly, accord-

ing to job market report of China’s

Ministry of Human Resource and

Social Security(MHRSS) until June

2012, the number of new college grad-

uates has reached 6,500,000 which hit

records of labor market. Chinese

exports, a mainstay of the economy for

the last three decades, have almost

stopped growing. Import have also

stalled, especially for constructing

materials such as steel, since manufac-

tures has lose their confident that they

will be able to sell what they make if

still keep factories and channel run-

ning. Coincidentally the price of real

estate has slid and the money has been

leaving the country through legal and

illegal channels, which are the most

can’t be allowed by Chinese govern-

ment and CPC.

In the future, if China wants to

realized sustainably and scientific

development which is the primary eco-

nomic development target and the cur-

rent official guiding ideology of

Communist Party of China raised in

17th National Congress of CPC 2007,

also called “Scientific Outlook on

Development", China have to change

the development model from external

driven which heavily depend on

exporting manufacture goods to inter-

nal oriented which based on domestic

consuming, improve integrated ability

of intellectual and knowledge innova-

tion, upgrade the position of value

chain and establish global brands in

order to improve national competitive-

ness. Even China now is facing the

problem of unbalanced supply and

demand, but a healthy long-term future

depends on suffering short-term pain.

If China can realize the structural prob-

lem they have and devote to further

economic transition, then we should

have confident of its development

which not only beneficial to China but

also to the whole world.

Contact Justin Jiaju Yan at

jiaju.yan@student.shu.edu

China Confronting High inventories

and Low Consumptions

The Stillman ExchangeThe Official Business Publication of

Seton Hall University

Editorial BoardEditorial Board

Managing EditorIan Mehok

Assistant Managing EditorsMargaret Reilly

Li Duan

Special Edition English EditorMargaret Reilly

Special Edition Chinese EditorHerbert Chao Xu

Special Edition PhotographerSimon Xin He

Faculty AdvisorsMichael Reuter, M.B.A.

Jason Yin, Ph.D.

E-mail stillmanexchange@shu.edu

Website http://www.stillmanexchange.com/

AboutThe Stillman Exchange is the firstundergraduate-published business

newspaper in the United States. TheStillman Exchange is published on abi-weekly basis from the Center for

Securities Trading and Analysis in theW. Paul Stillman School of Business

at Seton Hall University.

Ethical Issues of Doing Business in China

The Business Marketing of If You Are The One

By Chenyu Wang

The most popular dating show in China—If You Are the One—is hosting a show

featuring Chinese or American singles in West Coast of U.S. now. Before this, they

have held this kind of events successfully in East Coast in October last year. During the

whole process, the similarities and differences between Chinese and American culture

have caused much attention among the audience both in China and in the U.S.

Due to the innovation of the design of the show, and the real reflection of the social

phenomenon, If You Are the One has made its producer, Jiangsu Television, jump to the

second place in all the provincial-level television in China. At the same time, the busi-

ness value of the show has also been embodied during its development.

Nowadays, the competition of the TV programs is more and more intense than before.

The brand marketing is as important as the design of the program. When producing If

You Are the One, Jiangsu Television has achieved great success in terms of marketing.

Firstly, If You Are the One has been identified as a service program aims at providing

platform for singles to pursue happiness rather than a simple dating show. People do not

need to pay anything for participating in the show, which has helped Jiangsu Television

obtain the support and high rating from the audience.

Secondly, most of the television broadcasters tend to arrange the programs during the

prime time. However, Jiangsu Television broadcasts If You Are the One at 0:00a.m. in

the weekends, rather than the prime time. This helps Jiangsu Television not only avoid

the rush hour of TV programs, but also attract more audience, such as young and mid-

dle-aged people with high education.

Thirdly, after about two years’ development, If You Are the One is not only a pro-

gram with high audience rating, but also having great social influence and making prof-

its through advertisements. In September, 2010, the program held special TV shows for

Chinese migrant workers and teachers, and then held special series in 2011 and 2012 in

Australia, U.S., and U.K. The large number of social issues put forward by the program

has given rise to wide discussion among Chinese all over the world. This kind of influ-

ence-marketing makes more and more advertisers invest in If You Are the One and

makes Jiangsu Television gain great profits after it earns fame as well.

There are many dating and reality shows in the U.S. as well, such as Take me out,

The Voice and American Idol. Although some of the TV shows are very popular nowa-

days, some of them cannot get attention from the audience. The reason is that market-

ing strategy plays an important role in the success of the TV shows.

Contact Chenyu Wang at

chenyu.wang@student.shu.edu

记者 袁梦

10月3日，五名资深保

钓人士受邀来到西东大学，

参加由西东大学Net Impact

社团、 中国学生学者联谊会

和中美交流学会联合举办的

保钓座谈会。西东大学商学

院副院长尹尊声教授、Paula

Alexander教授也出席了会议

。近百名西东大学学生来到

现场，聆听老一辈保钓人士

的演讲。纽约保钓联合会会

长陈宪中表示：“我们这些

人为保钓事业奉献了大半辈

子，现在是将奋斗成果传给

下一代的时候了。”

在研讨会上，这些银发

青须的学者们全面阐释了中

日两国在钓鱼岛问题上的分

歧与斗争，从历史与地理的

角度解释了为什么钓鱼岛属

于中国，分析了中日美三国

对待钓鱼岛问题的复杂态度，

以及钓鱼岛周边潜在的石油

资源。保钓人士之一的孙正

中说，正是因为这些丑陋的

政治和经济问题，导致了日

本对钓鱼岛毫无根据的强占，

现在我们更应该团结一致，

捍卫国家的主权。

演讲结束后，学生们表

现积极踊跃。攻读MBA学位的

研究生徐欣表示：“老一辈

保钓人士的话深深烙印在我

心里，我会继承他们的事业。”

Net Impact社团社长李孟欣说：“

这些先驱都是很伟大的人，他

们为了保钓事业奉献了自己的

大半生，我们年轻人更应该循

着他们的足迹，继续前行。”

截止到目前，中日两国

的紧张情绪尚未缓解。虽然

美国一再强调保持中立的态

度，但实际上已经承认了日

本对钓鱼岛的控制。钓鱼岛

争端不会在短期内结束。

联系 袁梦

meng.yuan@student.shu.edu

The Stillman ExchangeMade possible by the generous support of the O’Brien Family 2012年11月13日 星期二 第?期

The Official Business Publication of Seton Hall University

S P E C I A L E D I T I O N

西 东 大 学 商 学 院 官 方 出 版

跨 国 企 业

在 中 国 遭 遇

“ 水 土 不 服 ”

记者？？？

当今的中国是投资者的天堂，在很多商

业排行榜上都处于前列。中国政府为投资和

制造业提供了诸多激励政策，廉价的劳动力

对于投资者来说也是一大吸引因素。“对外

直接投资指数”提供了最值得投资国家的排

行，追踪了可能的政治、经济和管理因素对

于外来投资者投资意向的影响，并参考了一

些世界领先企业管理者的观点。表格中2007

年、2010年和2012年的指数中， 中国一直

是投资者的最佳选择，且有多家跨国企业已

经在中国进行了投资。随着这些跨国企业越

来越多的进入中国，潜在的道德冲突也会逐

渐增加。

低透明度和一党专政的架构影响企业的竞争性和盈利性

跨国公司首先要考虑的道德问题是中国

市场的低透明度，具体而言包括公司之间、

公司与政府之间的腐败与行贿。尽管中国政

府在过去的十年内改善了这种状况，但现实

是他们将会继续受困于地方性的腐败问题。

对于跨国公司来说，行贿和腐败增加了不必

要的成本，公司的风险和不确定性也随之增

加。

另一个与腐败和行贿相关的是“关系”，

即人与人之间互惠互利的行为关系，这在中

国非常普遍。然而在西方，人们将工作与私

人生活区分的很清楚，与中国文化有着非常

大的区别，这就给跨国企业进入中国增加了

文化方面的阻碍。通常跨国企业会雇用当地

的第三方去处理商业活动。

在中国，低透明度还表现在招投标过程

中，相对于国外公司，中标机会更倾向于本

地的中国企业。这种现象普遍存在于政府招

标的过程中，当地政府更加喜欢本地的供应

商而跨国公司。

文化和道德价值观对经济生活的影响

文化是道德行为的基石，决定了什么是

道德的，什么是不道德的。 在中国，“关

系”这种一系列错综复杂的联系构成了中国

的商业大环境，其中充斥了期望和信任。当

一个中国的经理人在为一个合同谈判的时候

，他所想的是如何搞好人与人之间的关系，

他认为交流和人际关系可以解决一切，而不

必花太多心思去注重合同细则。相反，西方

经理人会认为合同内容是最重要的，特殊词

汇、责任、日期和数字都必须定义清楚。

未完...详见第4版

照片由 刘阳 提供

保 钓 座 谈 会 ：

保 钓 活 动 薪 火 相 传

记者 闫家驹

自1978年改革开放政策

实施以来，中国经济经历了

近三十年的飞速增长，然而

今天的中国却正面临着一个

以前从来没有遇到过也不曾

熟悉的问题，那就是产能过

剩导致的存货增长和低迷消

费所引起的经济滑坡，具体

包括：紧急刹车的房地产市

场、大量的产品存货和消沉

的服务业市场。

住房、建材、家电以及

汽车的过度供给正在削弱中

国政府旨在解决并恢复经济

的突然减缓的政策努力，同

时也导致了激烈的价格竞争

和制造业的内部矛盾，并引

起了制造商和渠道商一再提

高出口指标，尽管原地不动

的世界经济已经使实现这些

目标的可能变得微乎其微。

中国严重的供给需求失

衡问题被中国政府和中国共

产党通过统计数据和产业机

构的调整而小心处理着，这

是因为在本年中国将要举行中

国共产党第十八次全国代表大

会，这将是非常重要的每十年

一次的国家权力交接，而通常

只要是在有党的重要会议的年

份，中国政府都需要来维持一

个稳定发展的经济和一个和谐

的社会环境以此来保证国家权

利的成功顺利交接。

2012年是中国第十二个

经济和社会发展规划（十二五

规划）的开局之年，这是中国

未来5年经济社会发展的总体

远景规划，这个规划中的经济

社会发展举措将会对中国以及

那些与中国有着密切贸易往来

国家的商业和贸易发展带来极

为深远的影响。该五年规划包

括三个主要方面：可持续发展

、产业机构优化升级和拉动内

需，这些内容将导致中国的政

策制定者将关注的焦点从经济

的总量和经济规模转移到经济

发展的结构和质量上来。

中国经济的软着陆将会

有助于改善经济发展模式并加

快产业和经济结构的重新优化

组合，然而另一方面经济转型

也可能会中止经济和产业的持

续增长。

未完...详见第4版

中 国 经 济 — 产 能 过 剩

和 消 费 低 迷 的 窘 境

The Stillman Exchange4 2012年11月13日 星期二

数据来源：中国国家统计局2012年宏观经济数据报告 www.stats.gov.cn

例如上个世纪90年代初期，从中央计划经济模式到市场经济的剧烈转型以

及第二产业和第三产业的大规模的私有化导致了中国自建国以来的首次恶

性通货膨胀，尤其是食品和生活日用品的价格上涨，最终中国政府和中国

共产党通过紧缩的货币政策和稳健的财政政策有效地解决了本次结构性危

机。但是这些并没有动摇中国的经济改革决心，1992年在中国共产党第十

四次全国代表大会上，建设社会主义市场经济体制的理论被中国高层首次

正式提出并写入党章。时至今日中国面临着一个与二十年前颇为相似的处

境，就内部环境而言，产业结构的重组和经济发展方式的转变正在短期内

放缓中国的经济增长，就外部环境而言，2008年的世界金融危机以及近期

的欧洲国家主权债务危机导致的世界总体需求的下滑必将会对中国经济的

出口环节带来较大的影响。

就另一方面而言，中国经济的问题将会给一些经济学家带来一系列的

噩梦，例如美国和许多其他世界经济体包括新型经济体可能会重新回到经

济大萧条，因为中国是世界第二大经济体并从2008年世界金融未经以来，

成为世界经济增长的最大推动力，经济缺陷意味着在世界商品市场中国将

会更少的购买产品和服务，同时在世界资本市场中国也将会减少相应的投

资，这必将进一步恶化由2010年欧洲主权债务危机所引起的世界产能过剩、

商品积压和价格滑落的世界经济状况。

在中国内部，劳动力市场的新增就业量也开始放缓，工作机会变的更

少而加入就业市场的新增劳动力却飞速的增长着，根据今年中国国家人力

资源和社会保障部的劳动力市场报告数据显示，截止2012年6月份，全国大

专院校新增毕业生人数总体上达到了六百五十万人，再创历史新高。而出

口这个作为中国近三十年经济发展主要

推动力的环节也几乎停止了增长，进口

方面也同样止步不前，尤其是建筑材料

例如钢材，以为制造商和建筑商已经对

他们能否将其继续保持工厂和渠道运营

所生产的产品销售出去失去了信心。无

独有偶，房地产市场的低迷也引起了热

钱正在通过合法或者非法的渠道转移出

中国，而这一点是中国政府和中国共产

党最不能允许的。

未来而言，如果中国想要实现可持

续发展，科学发展，这样一个首要的经

济发展目标同时也是目前中国共产党的

主体指导思想（自2007年中国共产党第

十七次全国代表大会提出）也被称为科

学发展观，其必须要从主要依赖出口加

工制造业产品的外向型驱动经济转变到

基于拉动内部需求的内向型驱动经济，

提高知识和科技创新能力，提升在产业

价值链中的位置以及树立自主的全球品

牌，以此来加强国家竞争力。尽管中国

正在面临严重的供需失衡，但是一个长

期的健康的未来必将是要经历短期的阵

痛，如果中国能够意识到自身存在的结

构问题并继续致力于经济的转型，那么

我们就应该对中国的发展抱有信心，这

不仅仅是对中国有益同时也是对世界有

益。

联系 闫家驹

jiaju.yan@student.shu.edu

中国经济—产能过剩和

消费低迷的窘境

The Stillman ExchangeThe Official Business Publication of

Seton Hall University

编辑组编辑组

总编辑Ian Mehok

副总编Margaret Reilly

Li Duan

特刊英文编辑Margaret Reilly

特刊中文编辑Herbert Chao Xu

特刊摄影师Simon Xin He

指导教师Michael Reuter, M.B.A.

Jason Yin, Ph.D.

电子邮箱stillmanexchange@shu.edu

网址http://www.stillmanexchange.com/

关于The Stillman Exchange是美国第一份

由大学生出版的商务报纸。The Stillman Exchange是在西东大学W. Paul 斯德尔曼商学院证券交易分析中心编辑并出版的双周刊报纸。

跨国企业在中国遭遇“水土不服”

总而言之，了解两个社会文化之间的差异能够帮助避免

问题的发生，同时雇用第三方的文化专家也是成功的保障。

联系？？？

《非诚勿扰》的商业营销

记者 王辰予

《非诚勿扰》是中国一档著名的婚恋交友电视节目，日前正

在美国西岸举办美国专场，招募中美单身男女。去年10月，该节目在美国东

部成功举办了专场节目，整个过程所体现出的中美文化的异同

引起了国内以及美国观众的强烈关注。

作为中国的新兴交友节目，《非诚勿扰》在短短两年多的

时间里，凭借节目形式的创新和对社会现象的真实反映，使名

不见经传的江苏电视台从发不起工资的潦倒事业单位，一跃成

为中国省级电视台的第二名。而它的商业价值也在这个节目的

发展过程中，得到了逐步的体现。

在电视节目竞争日趋激烈的今天，节目的品牌营销与节目

本身的内容设计同等重要。《非诚勿扰》的制作方江苏卫视在

这一点上取得了非常大的成功。首先，《非诚勿扰》将节目定

位为生活服务类，而非单纯的相亲类节目，旨在给单身男女提

供追求幸福的平台，在整个参与过程中不收取任何费用，从经

济角度赢得了观众的支持，提高了节目的参与度和收视率。

其次，由于各个电视台都非常看重黄金时段，以至于将众多节

目安排在黄金时段播出。江苏卫视将《非诚勿扰》的播出时间

调整为周末零点时段，不仅成功地避开了黄金时段的高峰期，

而且由于这个时段的观众以高学历中青年为主，从而为节目赢

得了更多观众。

再次，经过2年多的发展，江苏卫视的《非诚勿扰》已经不

再是一个单纯追求收视率的电视节目，而是一个追求社会影响

力的节目，并且通过社会影响力的提高来吸引广告商，从而赢

得利润。2010年9月，《非诚勿扰》举办了农村务工人员和教

师专场，在2011年和2012年又相继推出了澳洲、美国东部和英

国专场。在这些专场中，节目提出了大量的社会话题，引发了

中国甚至世界华人的大讨论。这种影响力营销使得《非诚勿扰

》吸引了越来越多的广告投资商，使得江苏卫视在一举成名后

也赚得了大量的利润，可谓一举两得。

在美国，也有很多的相亲和选秀节目，例如Take me out,

The Voice以及 American Idol。在这些电视节目日益风靡的今

天，其中一些取得了巨大的成功，而另一些则逐渐淡出观众的

视野，个中缘由，与节目的营销策略密不可分。

联系 王辰予chenyu.wang@student.shu.edu