The development of advertisement market in China
Lee, Yun Kai
Hwang, Jen Te
Lee, Yun Kai
|上傳時間: ||2010-12-09 15:20:38 (UTC+8)|
|摘要: ||遠在1979之年前，中國大陸並沒有廣告市場，電視和電台並不播出商業廣告，直到三中全會共產黨（1978年12月）通過了社會主義現代化的指導原則，鼓勵發展各行業，其中包括之後迅速增長的廣告業。 |
In the three decades prior to 1979, there was no advertising industry in China; TV and radio did not broadcast advertisements until the Third Plenary Session of the CCP (Dec. 1978) set up the guidance of the Socialism Modernization, which encouraged all industries, including the restoration and rapid growth of advertising.
Having been developed for more than 30 years, China’s advertising market was forecasted to become the world’s second largest market within a few years. The business had 640,000 employees, and an annual turnover of more than 10 billion RMB. Moreover, the revenue from media advertising of the twelve Asia-Pacific region countries rose to US$ 83.5 billion in 2006, and China shared more than half of the region’s total amount. China’s advertising revenue was estimated to reach RMB267.5 billion in 2010, RMB519.6 billion in 2015, i.e. three times more than in 2006.
Even though the expenditure of Chinese Market is prosperously increasing, there uncertainties still exist behind the prosperity and the development of the advertising market. These include the inefficiency of local Chinese advertising enterprises, on average 25 times less than foreign enterprises, and the low-productivity of local companies’ employees, which is estimated at 6 times less than that of the employees of foreign enterprises.
However, the forecast for China’s advertising market remains one of prosperous development, and the world still attaches great importance to it. Therefore, this study seeks to research and compare different data from academic sources, advertising enterprises, and Chinese official documents in order to examine how modern Chinese advertising and modern media are ready to keep pace with the international society.
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