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2008年对中国来说是多事之秋。在持续多年的高速上涨之后,中国经济面临正常的调整,其标志就是楼市与股市的调整。而中国经济所处的环境也在发生深刻的变化,一些不利因素接踵而来。国内,雪灾、地震突然而至,对经济造成一定冲击;国际上,由于美元贬值直接导致了石油、铁矿石、大米等资源性产品价格飙升,次级债危机引发了世界范围内的金融动荡。这一切直接导致了中国CPI的大幅上升,促使中国几度加息,收紧银根,前几年较为宽松的经济环境趋紧,企业感到了压力。此外,在北京奥运对经济的大幅推动之后,如何在2008年下半年实现平稳过渡也是一个考验。中国经济进入了不确定时代,事实上历来来中国经济也都面临过这样或那样的难题,但2008年这个局面更为突出。我们相信中国经济一定可以实现平稳过渡,但目前最重要的问题是,经济信心受到了一定影响。经济不确定性必然投射到企业营销之中,广告主2008年媒体投放策略的变化将是考察经济信心与广告业发展的重要角度。为此,本刊对各层次的广告主进行了访谈,以期发现其中的趋势。
2008 will be a matter of time for China. After many years of high-speed rise, the Chinese economy is facing a normal adjustment, the sign of which is the adjustment of the property market and the stock market. The environment in which China’s economy is also undergoing profound changes is taking place, with some unfavorable factors followed. Domestic, snowstorms, sudden earthquakes caused a certain impact on the economy. Internationally, as the depreciation of the U.S. dollar led directly to the soaring prices of resource products such as oil, iron ore and rice, the subprime crisis triggered a worldwide financial turmoil . All this directly led to a sharp rise in China’s CPI, prompted China to raise interest rates several times, tightening monetary conditions, a few years ago a more relaxed economic environment tightened, companies are under pressure. In addition, after the Olympic Games in Beijing boosted the economy, how to achieve a smooth transition in the second half of 2008 is also a test. China’s economy has entered an uncertain era. In fact, the Chinese economy has always faced such or some difficulties. However, the situation was even more prominent in 2008. We believe that China’s economy will surely achieve a smooth transition. However, the most important issue now is that economic confidence has been affected to some extent. Economic uncertainty is inevitably projected into the marketing of the enterprise. The change of advertisers’ media delivery strategy in 2008 will be an important point to examine the development of economic confidence and the advertising industry. To this end, the magazine interviewed advertisers at all levels in order to discover the trends.