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本文使用“大国化”的宏观经济视角和“数字化”的中观技术视角对中国媒体与广告的发展现状进行考察,并在此基础之上分析“大国化”和“数字化”的双重作用对于中国传媒组织和广告市场的影响:其一,“大国化”的经济背景如何影响广告市场布局;其二,“数字化”的演进如何导致传媒产业链的分工转化;其三,双重作用力下传媒产业的结构调整与广告营销体系的重构将成为未来发展的趋向。
This article uses the “great nationalization” macroeconomic perspective and the “digital” medium-term technology perspective to examine the status quo of the development of Chinese media and advertising, and on this basis analyzes “great nationalization” and “ The dual role of digital ’s influence on China’s media organizations and advertising market: First, the economic background of ”great nationalization “ affects the layout of the advertising market; Second, the evolution of ”digital" leads to the media industry chain. Third, the restructuring of the media industry and the restructuring of the advertising marketing system under the dual forces will become the trend of future development.