目前,国内的消费品市场,由全面短缺转向全面过剩或称结构性过剩,这就意味着生产企业市场竞争时代的到来。同时,我国的媒体发展速度和媒体的广告容纳量大幅度提高,其速度已超过市场发展的速度,在这种情况下就出现了一个新的现象:目前各大众媒体的广告容纳量过 At present, the domestic consumer goods market has shifted from an overall shortage to a full surplus or a structural surplus, which means the era of market competition for manufacturing enterprises. At the same time, the speed of media development in our country and the advertisement capacity of the media have risen substantially, and the speed has exceeded the speed of market development. Under this circumstance, a new phenomenon has emerged: at present, the advertising capacity of various mass media has exceeded