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中国广告价值被低估8000亿美元

????2018年,中国广告市场表现超预期,市场规模近8000亿元。根据国家市场监督管理总局(以下简称“市场监督管理总局”)的最新数据,中国2018年广告业务量7991.48亿元,比上年增长15.88%(见表1),占广告总额的0.88%。国民生产总值。与往年相比,增长差距明显,是近六年来最大的增长。面对全球广告市场低迷和世界经济持续低迷的局面,中国广告业走出一条上升曲线有什么支撑?通过下面的数据分析,我们可以一瞥。根据市场监督管理总局的数据,2018年广告从业人员增长率为27.04%,也是近六年来最高的。广告经营单位数量较2017年同期增长22.51%,但仍保持较高增长趋势。业务单元数量的放缓表明,广告市场正从粗放型扩张转向精准配置和集约化资源培育。It is worth noting that since 2014, the situation that the number of advertising business units has been growing faster than the number of employees has been broken in 2018. 这是六年来首次员工数量超过单位数量。由此可见,产业结构调整已经开始运行多年,是产业成熟发展的标志。根据市场监督管理总局发布的数据,2018年创意设计师增长31.07%,超过了管理人员和业务人员的增长率,进一步验证了行业重组的有效性。从广告业务比重来看,出版业务增长率高达26.73%,远远超过了设计、制作、代理人员的增长。创意设计师的高增长反映了市场对创意创新的需求日益增长,以及媒体碎片化、信息碎片化和信息过载的必然反映。从以上变化看,2018年我国广告产业结构正悄然向产业升级方向发展,适应市场需求,加快结构转型已成为不可逆转的发展趋势。优惠政策和市场回归可能是电视广告推广的主要原因。根据市场监督管理总局的数据,2018年广播电台、报刊广告营业额分别增长-0.02%、10.34%和-9.49%,并继续呈现下降趋势。广播电台广告收入的基本水平主要是由于广播电台网络化的深入。简单的广播终端已成功扩展到互联网,实现了网络站点的有机联动和相互支持。电视广告与市场背道而驰,同比增长26.73%,远远超出行业预期,与广播、报纸、期刊形成了巨大对比(见表3)。仅从数据角度来看,电视广告已成为2018年中国广告业高速增长的主要原因之一。同时,电视广告的高速增长也稳定了四大传统媒体的广告收入占总广告收入的比例。这可能是由于近年来电视台不断创新和突破,及时满足了老年人口的快速增长,急需消磨闲暇时间。但近年来,在老年人喜欢的健康生活计划方面,几乎没有什么创新。要想继续留住未来四年翻番的退休老人,电视台必须不断创新,培育这个高价值的市场,不要停留在简单的“请医生吃药”上。电视台一营的强势品牌对优质广告资源的集聚效应越来越明显。网络广告的虚假点击没有得到有效的控制,这也为品牌广告回归电视创造了机会。电视诚信的营销价值是促进电视广告发展的另一个重要因素。“国家品牌计划”的运行策略,不仅突出了电视信誉的价值,而且开辟了电视内容、部门之间的区块结构。

2018 nian, zhong guo guang gao shi chang biao xian chao yu qi, shi chang gui mo jin 8000 yi yuan. gen ju guo jia shi chang jian du guan li zong ju yi xia jian cheng" shi chang jian du guan li zong ju" de zui xin shu ju, zhong guo 2018 nian guang gao ye wu liang 7991. 48 yi yuan, bi shang nian zeng zhang 15. 88 jian biao 1, zhan guang gao zong e de 0. 88. guo min sheng chan zong zhi. yu wang nian xiang bi, zeng zhang cha ju ming xian, shi jin liu nian lai zui da de zeng zhang. mian dui quan qiu guang gao shi chang di mi he shi jie jing ji chi xu di mi de ju mian, zhong guo guang gao ye zou chu yi tiao shang sheng qu xian you shen me zhi cheng? tong guo xia mian di shu ju fen xi, wo men ke yi yi pie. gen ju shi chang jian du guan li zong ju de shu ju, 2018 nian guang gao cong ye ren yuan zeng zhang lv wei 27. 04, ye shi jin liu nian lai zui gao de. guang gao jing ying dan wei shu liang jiao 2017 nian tong qi zeng zhang 22. 51, dan reng bao chi jiao gao zeng zhang qu shi. ye wu dan yuan shu liang de fang huan biao ming, guang gao shi chang zheng cong cu fang xing kuo zhang zhuan xiang jing zhun pei zhi he ji yue hua zi yuan pei yu. It is worth noting that since 2014, the situation that the number of advertising business units has been growing faster than the number of employees has been broken in 2018. zhe shi liu nian lai shou ci yuan gong shu liang chao guo dan wei shu liang. you ci ke jian, chan ye jie gou tiao zheng yi jing kai shi yun xing duo nian, shi chan ye cheng shu fa zhan de biao zhi. gen ju shi chang jian du guan li zong ju fa bu de shu ju, 2018 nian chuang yi she ji shi zeng zhang 31. 07, chao guo le guan li ren yuan he ye wu ren yuan de zeng zhang lv, jin yi bu yan zheng le hang ye chong zu de you xiao xing. cong guang gao ye wu bi chong lai kan, chu ban ye wu zeng zhang lv gao da 26. 73, yuan yuan chao guo le she ji zhi zuo dai li ren yuan de zeng zhang. chuang yi she ji shi de gao zeng zhang fan ying le shi chang dui chuang yi chuang xin de xu qiu ri yi zeng zhang, yi ji mei ti sui pian hua xin xi sui pian hua he xin xi guo zai de bi ran fan ying. cong yi shang bian hua kan, 2018 nian wo guo guang gao chan ye jie gou zheng qiao ran xiang chan ye sheng ji fang xiang fa zhan, shi ying shi chang xu qiu, jia kuai jie gou zhuan xing yi cheng wei bu ke ni zhuan de fa zhan qu shi. you hui zheng ce he shi chang hui gui ke neng shi dian shi guang gao tui guang de zhu yao yuan yin. gen ju shi chang jian du guan li zong ju de shu ju, 2018 nian guang bo dian tai bao kan guang gao ying ye e fen bie zeng zhang 0. 02 10. 34 he 9. 49, bing ji xu cheng xian xia jiang qu shi. guang bo dian tai guang gao shou ru de ji ben shui ping zhu yao shi you yu guang bo dian tai wang luo hua de shen ru. jian dan de guang bo zhong duan yi cheng gong kuo zhan dao hu lian wang, shi xian le wang luo zhan dian de you ji lian dong he xiang hu zhi chi. dian shi guang gao yu shi chang bei dao er chi, tong bi zeng zhang 26. 73, yuan yuan chao chu hang ye yu qi, yu guang bo bao zhi qi kan xing cheng le ju da dui bi jian biao 3. jin cong shu ju jiao du lai kan, dian shi guang gao yi cheng wei 2018 nian zhong guo guang gao ye gao su zeng zhang de zhu yao yuan yin zhi yi. tong shi, dian shi guang gao de gao su zeng zhang ye wen ding le si da chuan tong mei ti de guang gao shou ru zhan zong guang gao shou ru de bi li. zhe ke neng shi you yu jin nian lai dian shi tai bu duan chuang xin he tu po, ji shi man zu le lao nian ren kou de kuai su zeng zhang, ji xu xiao mo xian xia shi jian. dan jin nian lai, zai lao nian ren xi huan de jian kang sheng huo ji hua fang mian, ji hu mei you shen me chuang xin. yao xiang ji xu liu zhu wei lai si nian fan fan de tui xiu lao ren, dian shi tai bi xu bu duan chuang xin, pei yu zhe ge gao jia zhi de shi chang, bu yao ting liu zai jian dan de" qing yi sheng chi yao" shang. dian shi tai yi ying de qiang shi pin pai dui you zhi guang gao zi yuan de ji ju xiao ying yue lai yue ming xian. wang luo guang gao de xu jia dian ji mei you de dao you xiao de kong zhi, zhe ye wei pin pai guang gao hui gui dian shi chuang zao le ji hui. dian shi cheng xin de ying xiao jia zhi shi cu jin dian shi guang gao fa zhan de ling yi ge zhong yao yin su." guo jia pin pai ji hua" de yun xing ce lue, bu jin tu chu le dian shi xin yu de jia zhi, er qie kai pi le dian shi nei rong bu men zhi jian de qu kuai jie gou.

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