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从总体上看,经过从1979年以来的恢复性发展和20世纪90年代以来的迅猛增长,中国的各类广告公司已经有7万多家,从业人员数十万人。与此同时,中国广告市场也在飞速的成长中。据《华尔街日报》的数据,在2001年首季,中国广告营业额已高达25亿美元,超越香港成为亚太区(除日本外)排名第一的大市场。而广告市场的健康发展,关系到广告公司、媒体和广告主的切身利益。然而目前的广告市场却呈现无序竞争的局面,广告业如何发展已经成为业界关注与思考的焦点问题。
Overall, after a period of recovery and development since 1979 and the rapid growth since the 1990s, various types of advertising agencies in China already have more than 70,000 employers and employ hundreds of thousands of people. At the same time, China’s advertising market is also rapidly growing. According to The Wall Street Journal, in the first quarter of 2001, China’s advertising revenue was as much as 2.5 billion U.S. dollars, surpassing Hong Kong as the largest market in the Asia-Pacific region (excluding Japan). The healthy development of the advertising market is related to the vital interests of advertising agencies, media outlets and advertisers. However, the current advertising market presents a disorderly competition situation. How the development of the advertising industry has become the focus of attention and thinking of the industry?