长期以来,由于市场作用没有得到充分发挥,传统媒体的经营基本上是以一种非常粗放的方式在进行,大多数媒体停留在卖广告版面或卖广告时段上,而且基本上是站在卖方市场的角度,等待广告客户上门。广告收入成为了传统媒体的主要收入来源,甚至是唯一的收入来源,谈不上真正的专业化媒介经营。据清华大学文化产业研究中心发布的《中国电视传媒产业结构分析》显示,国内绝大多数电视台的广告收入占总收入的90%左右。而清华大学媒 For a long time, due to the lack of full play of the market, the operation of traditional media is basically conducted in a very extensive way. Most of the media stays in the period of selling advertising pages or selling advertisements, and basically stands in the seller’s market Point of view, waiting for advertisers to come. Advertising revenue has become the main source of income for traditional media, and even the only source of income, not to mention the real professional media operations. According to “Analysis of the Industrial Structure of China’s TV Media” released by the Cultural Industry Research Center of Tsinghua University, the vast majority of television stations in China account for about 90% of their total revenue. Tsinghua University media