中国广播广告市场的发展变革,是以广播收听市场的发展为前提的。一是广播收听市场不断发展壮大的趋势。广播听众的快速回流,收听市场容量的快速持续膨胀,为提升广播的传播价值奠定了坚实基础。我国的广播业自本世纪初时开始回暖,广播交通、音乐、经济、健康、文艺等专业频率的相继兴起,完成了广播市场的初步细分,扩 The development and reform of China’s broadcast advertising market is based on the premise of the development of the broadcast listening market. First, the radio listening market continues to grow and develop the trend. The rapid return of radio audience and the rapid and sustained expansion of the listening market capacity have laid a solid foundation for enhancing the broadcasting value of radio. Since the beginning of this century, the broadcasting industry in our country started to pick up. The professional frequency of radio and television traffic, music, economy, health and literature and art has risen one after another and the initial breakdown of the broadcasting market has been completed.