2017,广告行业健康发展的几个“小目标”

• 作 者: 张惠辛
• 出 处: 中国广告
• 发表日期: 2017年02期
• 关键词: 广告公司 广告营业额 知识产权价值 中国广告 品牌影响力 创意能力 互联网广告 收视率调查 个人信用评估 统计方式

三十多年来,中国广告行业始终保持高速发展的态势,目前,年度广告营业额已超过6000亿人民币,位居全球第二位。从经济总量上看,中国俨然已是广告大国。但是,必须承认,不管从品牌影响力、广告公司整体实力、整体创意能力、知识产权价值与市场规范等角度看,我们还远远不是一个广告强国。因此,与国家宏观的经济战略一致,广告发展的重点也必须实现从量到质的转变。或者说,更强调行业的健康发展。已经到来的2017,我们有必要围绕行业发

Over the past 30 years, the advertising industry in China has maintained a trend of rapid development. At present, the annual advertising turnover has exceeded 600 billion yuan, ranking the second in the world. In terms of total economic output, China is already a major advertising power. However, we must admit that we are far from being an advertising power no matter from the perspective of brand influence, the overall strength of advertising agencies, the overall creative ability, the value of intellectual property and market regulation. Therefore, in line with the macroeconomic strategy of the country, the focus of advertising development must also shift from quantity to quality. Or, more emphasis on the healthy development of the industry. Has come 2017, we need to focus on industry hair