中国的新闻传播理论研究基本上集中在两个层面：一是宏观的观念、原则、指导思想层面，二是微观的采、写、编等业务操作与经验总结层面，而在宏观的整体观念层面与微观的个别经验层面之间则缺乏一个必要的理论衔接，这就是亟待发展的“中观研究”层次。一、媒体产业与广告经营 The research on the theory of news media in China basically concentrates on two aspects: one is the macro concept, the principle and the guiding ideology level; the other is the macro operation, the summary of business operations and experience; while in macro level, And the micro level of individual experience between the lack of a necessary theoretical convergence, which is urgently to develop the “meso study” level. First, the media industry and advertising business