中国实行市场经济体制以来,其社会形态是市场社会,是一种开放的、自由的市场经济社会。目前已成大势的全球化经济,任何开放的国家都不可能抛开这个世界独自存在。在这一进程中,中国政治、经济、社会、文化都在发生着相当大的变化。最显著的变化就是中国跟其他市场社会一样,早已进入的消费社会,“广义的大众传媒”是消费社会的产物。在这一基本氛围中,中国传媒也进去了以人与社会为核心的媒介营销时代,本文通过几个案例,分析当今中国的媒介营销环境。 Since China adopted a market economy system, its social form is a market society and an open and free market economy. At present, it has become a globalized economy. It is impossible for any open country to put aside this world for its own existence. In this process, considerable changes have taken place in China’s politics, economy, society and culture. The most remarkable change is that China, like other market societies, has already entered the consumer society. The “mass media” is the product of a consumer society. In this basic atmosphere, the media of China has also entered an era of media marketing focusing on people and society. This article analyzes the media marketing environment in China through several cases.