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我国传媒业经过20多年高速发展,已经取得巨大成就,但是在当前多媒介融合、外部环境发生巨变的背景下,传媒业的未来发展将或与如下关键词息息相关。传媒业市场规模传媒业市场规模将决定我国传媒业的发展空间和前景,主要包括受众市场和广告市场,当前最有意义的是广告市场。在广告市场方面,可以从影响广告主投放广告决策的因素以及影响广告市场的因素两个角度来分析。
After more than 20 years of rapid development in China’s media industry, tremendous achievements have been made. However, in the current context of multi-media convergence and the drastic change in the external environment, the future development of the media industry will be closely linked with the following key words. Media Industry Market Size The market size of the media industry will determine the development space and prospects for the media industry in our country. The major areas include the audience market and the advertising market. What is most significant now is the advertising market. In terms of the advertising market, it can be analyzed from the perspectives of affecting the advertising decision-making of advertisers and the factors affecting the advertising market.