透视广告主的“公司观”——广告主专项研究报告之六

• 出 处: 市场观察
• 发表日期: 2003年03期
• 关键词: 中国广告业 专项研究 细分化 九十年代 市场环境 木土 外部环境 进火 兰津 错型

前言 自改革开放、广告复苏二十多年以来,中国广告业又进入到一个新的阶段。从广告业自身来看,行业集中化与专业细分化并存,跨国传媒集团的进入更是为中国广告市场加入了一针兴奋剂,促使木土广告业必须在扩大规模和提供更加专门化的服务两者之间进行选择。而位于广告业核心位置的广告主要是发生了很大变化。从广告主生存的外部环境来看,自二十世纪九十年代中期以来,中国的市场环境发生了根本变化,

Introduction Since the reform and opening up, the advertisement has been resuscitating for more than two decades, China’s advertising industry has entered a new stage. From the perspective of the advertising industry, the co-existence of industry concentration and specialization, the entry of transnational media groups is to add a stimulant to the Chinese advertising market, prompting the advertising industry must scale and provide more specialized Choose between the two services. Ads that are at the heart of the advertising industry have largely changed. From the external environment in which advertisers survive, fundamental changes have taken place in China’s market environment since the mid-1990s.