中國廣告市場之研究

Abstract

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。 \n\n在發展超過30年後，中國廣告市場預計將在幾年內成為世界第二大。廣告業擁有640,000名員工，年營業額超過 10億元人民幣。此外中國2015年廣告收入預計將較之2006年達到3倍成長。 \n\n即使廣告市場持續蓬勃增長，但不確定因素仍然存在。其中包括當地員工的效率與生產力估計均低於外國企業僱員工作效率。 \n\n因而，中國之廣告市場仍被預測朝向蓬勃發展，世界仍然非常重視此一市場。因此，本研究旨在研究和比較源來自學術，廣告企業和中國的正式文件之不同的數據，以研究中國大陸廣告市場如何備繼續與國際社會同步發展。

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.\n\nHaving 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. \n\nEven 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. \n\nHowever, 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.