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近年来,中国广告市场从高位稳定转为低位徘徊,这与宏观环境、广告主策略等内外因素有诸多联系。三四线城市作为整体市场的一个重要部分,也同样受到了这些因素的影响,并形成了一些特色发展趋势。低线城市的广告投放趋势与全国一致,但增速差距缩小CTR媒介智讯的广告研究显示,在2010-2011年,低线城市的广告市场增幅与全国市场相差8个百分点左右。2012年,跟随全国市场的急速下滑,低线城市的广告出现负增长。但是在2013年,低线城市广告市场的反弹力度要大于全国市场的水平,与全国市场的增幅差距缩小为3个百分点。
In recent years, the Chinese advertising market has been hovering from a high level to a low level, which has many connections with internal and external factors such as the macro-environment and advertiser strategies. As an important part of the overall market, the third and fourth tier cities are equally affected by these factors and have formed some characteristic development trends. Advertising trends of low-tier cities are in line with the national average, but the growth rate is narrowing. Advertising research by CTR Media Intelligence shows that in 2010-2011, the advertising market growth in low-tier cities is about 8 percentage points lower than the national market. In 2012, following the rapid decline of the national market, the advertising of low-tier cities showed a negative growth. However, in 2013, the rebound of the low-tier cities advertising market was greater than that of the national market, narrowing the gap with the national market by 3 percentage points.