面对传播环境的复杂化,我们遇到最大的问题是发现不了问题,就是什么在影响传播的效益和传播的效能,传播的效益就是快与慢的问题、是投入与产出的问题,传播的效能就是广度与深度的问题。现在在很多杂志上都表达一个观点,就是越积极越增长,越消极越下滑。面对这样的经济形势,我们投入上恰恰采用乐观的方法,否则会进入冬眠的状况,包括对央视招标,以及在媒体的选择上,我们的决策是扩大投入。太阳雨有一个经典的案例,在2008年金融危机的时候,很多同行压低预算,那时太阳雨还不是这个行业的第一,2009年我们做了一个重大决策,就是别人讲的弯道超越的策略,很多人知道但是不会实践,对 In the face of the complexity of the communication environment, the most serious problem we have encountered is the failure to find out the problem, that is, the effectiveness of communication and the effectiveness of communication. The benefits of communication are fast and slow, input and output problems, communication The efficiency is the breadth and depth of the problem. Now in many magazines have expressed a point of view, that is, more and more positive growth, the more negative the more slippery. In the face of such economic situation, we are just investing optimistic approach, otherwise it will enter hibernation, including bidding for CCTV, and in the choice of the media, our decision is to expand investment. Sun Rain There is a classic case, when the financial crisis in 2008, many peers to reduce the budget, then the sun is not the industry’s first rain, in 2009 we made a major decision, that is, others say the corners beyond Strategy, many people know but will not practice, right