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广告的话题那么多,为何要讨论广告业的生态问题? 共同话题,本质上是产生于普遍的匮乏和困厄。我相信,每每用“生态”的高度来关照生命之时,都是该生命面临困厄之际。“生态学”,实在是危机时代的意识形态,同样也是一种困境的揭示和隐喻!时下,用“生态”的概念来思考广告的文章愈来愈多了!这可能恰恰说明了广告的生存艰难!生存艰难大致可以表述为两方面的内容:一是广告人敏感于业务滑坡,利润摊薄,人才流失,客户短期化;二是广告人对前景不看好,服务品质趋同,缺乏核心竞争力,战略不清晰,经营成本大幅攀升,等等。据最新统计,自广告恢复的20多年来,广告业的年均增长速度接近40％,中国成为全球广告业增长最快的国家之一。2003年,广告的营业总额突破千亿元大关,达到1078.68亿元,广告费占国内生产总值的比重上升到0.92％,广告从业人员已经发展到87万人。这些数据绝不是只有文献意义,而是具有
Why do you have to talk about the ecological issues of the advertising industry? There are so many topics in advertising that the common topic is essentially a result of widespread deprivation and distress. I believe that when life is often taken care of by the height of “ecology,” it is when the life is in distress. “Ecology” is indeed the ideology of the crisis era and also a revealing and metaphorical predicament! Nowadays, more and more articles are being considered in the concept of “ecology”, which may precisely indicate the existence of advertisements Difficult to survive difficult can be broadly described as two aspects: First, advertisers are sensitive to the business decline, diluted profits, brain drain, short-term customers; second, advertisers are not optimistic about the prospects, service quality convergence, the lack of core competitiveness, Strategy is not clear, operating costs rose sharply, and so on. According to the latest statistics, the advertising industry has enjoyed an average annual growth rate of nearly 40% since its resumption of advertising. China has become one of the fastest growing advertising companies in the world. In 2003, the total turnover of advertisements exceeded the mark of 100 billion yuan to 107.868 billion yuan, the proportion of advertising expenses to the gross domestic product rose to 0.92% and the number of advertisement practitioners has grown to 87 million. These data are by no means literature-only, but have