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中国传媒产业经济景气度调查是由中国人民大学舆论研究所《中国传媒发展指数蓝皮书》课题组所首次创制的调研成果,它参照国际标准和方法,按照我国的实际情况编制。目前主要通过两个指标来反映:一是传媒经营景气指数:是根据传媒经营者对本媒体综合经营情况的判定与预期而编制的指数,用以综合反映媒体的经营与发展的状况。二是广告主信心指数,是根据媒体投放量最多的前20位行业的广告主对企业外部市场经济环境与宏观政策的总体看法、判定与预期而编制的指数,用以综合反映广告主基于宏观经济环境的感觉与信心对于媒体投放的判断。本篇是基于传媒经营者的景气调查所作出的报告。报告分为两个部分:一是传媒经营者大于传媒业的现状评估;二是传媒经营者对2009年媒介景气度的预期。
The survey on the economic prosperity of the media industry in China was first conducted by the Research Group of the “Blue Book on China’s Media Development Index” by the Institute of Public Opinion of Renmin University of China. It refers to the international standards and methods and is compiled in accordance with China’s actual conditions. At present, there are mainly two indicators to reflect: First, the media business climate index: based on media operators on the comprehensive management of the media judgment and expectations of the index prepared to comprehensively reflect the media’s business and development status. Second, the index of sentiment of advertisers is an index compiled by advertisers of the top 20 industries with the largest amount of media on the overall opinion, judgment and expectation of the external market economic environment and macro-policies of the enterprises to comprehensively reflect the advertisers’ Feelings and Confidence in the Economic Environment Judgments on Media Delivery. This is a report based on a survey conducted by media managers. The report is divided into two parts: First, the media operators are greater than the assessment of the status quo in the media industry; second is the media operators expectations of the media boom in 2009.