中国广告市场改革开放四十年的阶段性演变

Risk Management of Decision-Making of Major Public Affairs in the Big Data Era:Research History and Current Situation

伴随改革开放四十年的推进,中国广告经历了行业从无到有、产业由小到大、作用由窄到宽、地位由弱到强的成长过程,中国广告市场也经历了初期恢复阶段、快速发展阶段、多元发展阶段和创新发展阶段。广告市场四十年的阶段性演变呈现出以下特点:(1)广告市场规模的初期基数很小,但持续快速增长,尤其是党的十八大之后,互联网广告创新发展助推广告市场规模屡创新高。(2)广告人才培养从起步到如火如荼开展再到侧重高层次人才培养,广告人才结构日趋优化。(3)广告市场主体以公有制经济为主逐渐转向以非公有制经济为主,个体私营广告企业成为最具活力的市场主体。(4)广告市场逐渐从贸易保护走向充分竞争,外商投资广告企业从合资渗透到扩张布局再到并购重组,与国内本土广告企业的竞争日益加剧,本土广告企业的国际化进程加快。

With the progression of 40 years of reform and opening up,China’s advertising has experienced the growth process of starting businesses from scratch,with industry from small to large,role from narrow to broad,position from weak to strong.China’s advertising market has also experienced the initial recovery stage,rapid development stage,diversified development stage and innovation development stage.The phased evolution of advertising market in the past 40 years shows the following characteristics:(1) The initial scale of advertising market was very small,but it continues to grow rapidly.Especially after the 18 th CPC National Congress,the innovative development of Internet advertising has helped the scale of advertising market to achieve a new level.(2)Training of advertising talents has experienced the process of just starting to develop to full swing,and then to focus on high-level talents.The structure of advertising talent is becoming more and more optimized.(3) The main body of advertising market has gradually changed from public ownership economy to nonpublic ownership economy.Individual and private advertising enterprises have become the most dynamic market subject.(4) Advertising market is gradually moving from trade protection to full competition.The development strategy of foreign-invested advertising enterprises has experienced the evolution from joint venture penetration to expansion layout,and then to merger and reorganization.The Competition between foreign-invested advertising enterprises and domestic advertising enterprises is constantly increasing,and the internationalization process of local advertising enterprises is accelerating.