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随着社会市场经济的空间发展和繁荣,社会竞争日益加剧。最近由经济与管理中心发布的《2012中国传媒产业报告》出炉,2011年中国传媒产业的总产值为6379亿元,比上年增长15.2%。作为信息社会中必不可少的传媒产业,范围缩小到具体的传媒公司或产品,也不得不面临被冲击和淘汰的危险。因此,单就这点上,研究传媒营销就具有重要的意义。笔者试图对传媒营销的几个相关议题做一次性的分析和总结,并对传媒营销中出现的问题做简单的剖析。
With the spatial development and prosperity of the social market economy, social competition is intensifying. The 2012 China Media Industry Report recently released by the Economic and Management Center was released. In 2011, the total output value of the media industry in China was 637.9 billion yuan, up 15.2% over the previous year. As an indispensable media industry in the information society, its narrowing down to specific media companies or products is also at risk of being shocked and eliminated. Therefore, just on this point, the study of media marketing is of great significance. I try to do a one-time analysis and summary of several issues related to media marketing, and make a simple analysis of the problems that appear in media marketing.