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市场之争据统计,2002年全国平面媒体的广告总量为399.04亿元,其中报纸广告总量为367.26亿元,同比增长30.48%;杂志广告总量为31.78亿元,同比增长17.45%。2002年电视广告总量达1084亿元,同比增长25%。与此同时,被誉为第四媒体的网络,广告收入同样引人注目。今年一季度,网易的广告收入为1200万元人民币,搜狐的广告收入达450万美元,新浪广告收入达728万美元……庞大的市场空间,引无数企业竞相加盟。据了解,目前,北京市的广告经营单位已有近万家,广告经营额近80亿元,且呈现出强劲、稳定的发展态势;上海市近3年来广告公司从1500多家猛增到近4000家,广告业发展速度十分惊人;中小城市亦不逊色:各类广告公司的邮递小报比比皆是,发布信息的各色载体让人目不暇接,路牌、汽车、报纸、杂志,甚至连中小学生的作业簿也成了广告信息的传播载体。由于国内广告业的超常发展,广告公司明争暗斗,广告行为有失检点,导致虚假广告屡禁不止,从业人员良莠不齐,不正当竞争成为不争的事实:挖人才者有之,窃取商业机密者有之,扰乱市场秩序者有之……广告市场的明争暗斗几乎达到了白热化的程序,恶性竞争不仅严重影响了广告业主的信誉,而且直接影响着广告行业的整体效益,影响着广告产业的升级。
Market dispute According to statistics, in 2002 the national print media advertising amounted to 39.904 billion yuan, of which 36.726 billion yuan newspaper ads, an increase of 30.48%; magazine advertising total 3.178 billion yuan, an increase of 17.45%. Television advertising in 2002 totaled 108.4 billion yuan, an increase of 25%. At the same time, as the fourth media network, advertising revenue equally impressive. In the first quarter of this year, Netease’s advertising revenue of 12 million yuan, Sohu’s advertising revenue of 4.5 million US dollars, Sina advertising revenue of 7.28 million US dollars ... huge market space, attracted numerous companies competing to join. It is understood that at present, Beijing has nearly 10,000 advertising business units, advertising business volume of nearly 8 billion yuan, and showing a strong and stable development trend; Shanghai in the past three years, advertising companies soared from more than 1,500 to nearly 4000, advertising is very alarming rate of development; small cities are not inferior: all kinds of advertising company’s mail tabloid abound, the color information carrier dizzying, street signs, cars, newspapers, magazines, and even primary and secondary school assignments Book has also become a carrier of advertising information dissemination. Due to the extraordinary development of the domestic advertising industry, advertising companies have no choice but to fight for secrets and advertisements. As a result, false advertisements have been repeatedly banned. There are many unfair and unfair competition among practitioners. It is an indisputable fact that people who dig talent, steal commercial secrets and disrupt the market The orderly people have ... ... the plagued fight in the advertising market almost reached a white-hot program, vicious competition not only seriously affected the credibility of advertisers, but also directly affect the overall effectiveness of the advertising industry, affecting the escalation of the advertising industry.