中国是世界上广告媒体环境最复杂的国度。中国电视台最多时曾达3125家,比西方8个发达国家电视台的总和还要多。同时,中国又是电视广告权力最集中的国家。自从中央1983年确定“四级办广播、四级办电视、四级混合覆盖”的原则后,中国电视媒体自上而下,形成了按照行政层级架构的传播金字塔格局,中央台始终高居金字塔的顶尖,不仅是宣 China is the country with the most complicated advertising media environment in the world. Chinese television stations have up to 3125 at the most, more than the sum of television stations in eight developed countries in the west. At the same time, China is also the country with the highest concentration of television commercials. Since the central government confirmed the principle of “four radio, four levels of television and four levels of hybrid coverage” in 1983, the top-down Chinese television media formed a pyramid of communications based on the administrative hierarchy with the Central Television consistently ranking the pyramid Top, not only declared