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“十六大”刚刚胜利闭幕,朱镕基总理指出,内地的经济形势可以说是最近十几年以来最好的,今年一至九月,国民生产总值的增长是7.9％,预料全年应该会超过8％。但他重申不希望看到经济增长过高。 我们的广告市场是否也会同唱凯歌?业内人士认为,在中国广告业走过20年路程的今天,与世界水平所存在的差距正不断缩小。中国加入WTO,消费者开始意识到自己生活在一个越来越开放的社会,其行为方式和思想观念正在发生着积极的变化,并已在社会消费生活中表现出来。广告主、市场和消费者将在这样的开放环境下逐渐形成新型的关系。对广告主来说,如何科学、合理的运用广告,如何用最少的投入,来实现最大的产出,是广告主最关心的,这其中专业化的支持很重要。广告主需要媒体、需要广告公司为其提供更加专业化的服务。 从2004年1月1日起,外国的广告公司可以在中国设立独资公司。事实上,现在已有一些境外的广告公司通过控股的形式进入中国的广告业。对广告公司而言,将面临更激烈的市场竞争。在采访中,记者注意到媒体、广告主、广告公司都在忙着或调整或整合或扩张,资源优化的主题贯穿始终,市场演绎着强强联合、强弱联合的格局,分分合合的现象愈演愈烈。 谁能在这场联合中走得更好,走得更稳呢?在本刊编辑部组织策划的“‘高度’
The “16th CPC National Congress” has just concluded its victory. Premier Zhu Rongji pointed out: The economic situation in the Mainland can be said to be the best in more than a decade. From January to September this year, the GNP growth rate is 7.9%. It is expected that the annual figure should exceed 8%. However, he reiterated that he did not want to see economic growth too high. Our advertising market will also sing the same triumph? The industry believes that in the Chinese advertising industry after 20 years of journey, the gap with the world level is shrinking. China’s accession to the WTO, consumers began to realize that they live in an increasingly open society, their behavior and ideas are undergoing a positive change, and has shown in the social consumer life. Advertisers, markets and consumers will gradually form a new relationship in this open environment. For advertisers, how to scientifically and reasonably use advertising, how to use the least investment, to achieve the maximum output, advertisers are most concerned about, of which the professional support is very important. Advertisers need the media, need advertising companies to provide more professional services. From January 1, 2004 onwards, foreign advertising companies can set up wholly-owned companies in China. In fact, some overseas advertising agencies now have access to the advertising industry in China by way of holding. For advertising companies, will face more intense market competition. In the interview, the reporter noticed that the media, advertisers and advertising companies are all busy or adjusting or integrating or expanding. The theme of resource optimization runs through from beginning to end, and the market deducts the pattern of strong alliance and strength combination. The phenomenon intensified. Who can go better in this union, go more stable? In the editorial department organized planning “height”