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电视媒体竞争环境越来越激烈,广告市场份额被众多媒体不断分割,单个媒体市场空间呈缩小的趋势。业界流传着一种观点:“市场就这么大,广告市场份额不断被细分,生存空间越来越小。”难道市场真的就这么大吗?笔者调出了一组长沙市场的广告经营数据:2003年该地区电视媒体广告经营总量才2个多亿,到2007年,这个数值已接近8个亿。从纵向看:一个市级媒体电视广告经营增长速度远高于长沙经济增长速度,这种现象在一个中部城市是不多见的。从横向来看:2007年,在中国其他地区的几个省省内
The competition environment of the television media is more and more fierce. The advertising market share is continuously divided by many media, and the space of single media market is shrinking. The industry is circulating a point of view: “The market is so big, advertising market segments continue to be subdivided, living space is getting smaller and smaller.” Is the market really so big? I brought up a group of ads in Changsha market Operating Data: In 2003, the total number of television media advertising operations in the region was over 2 billion. By 2007, this figure was close to 8 billion. From a vertical perspective: a city-level media television advertising growth is much higher than the rate of economic growth in Changsha, a phenomenon that is rare in a central city. From a horizontal perspective: In 2007, in several provinces and provinces in other parts of China