What is the prospect of China's media industry and its development direction in the next few yea

1. Currently in our country, the media industry is a typical sunrise industry. From the perspective of development trends, it is also an industry with high income flexibility. The media industry in our country can only be said to be in the early stages of development. The future market space is very large, and it can support the industry to maintain a high development speed for a long period of time, and has great development potential.


2. Although the technical and financial barriers to entry in the media industry are not high, the industry is highly regulated and the policy barriers to entry are relatively large. Therefore, this industry can generally obtain higher and more stable returns.


3. At present, the degree of marketization of my country's media industry is not high, but marketization is a trend. In the process of marketization, Chinese companies will likely face increasing entry pressure from Western multinational companies. Since the market regional characteristics of this industry are relatively obvious, and the media industry is an industry with a high degree of government control in various countries around the world, Chinese companies will not be at a competitive disadvantage in the domestic market.

Whether it is the global advertising industry or the Chinese advertising industry, it is currently the prelude to a new change.

The development of the advertising industry is always inseparable from a specific social and historical environment. Different eras raise different issues, and the advertising industry continues to develop by solving the issues raised by the eras. Taking a closer look at the changes in the advertising industry in recent years, there are several trends that are very prominent. Since the beginning of the 21st century, the global advertising industry has continued to grow, but there are changes amid stability. According to ZenithOptimedia's report, the total turnover of the global advertising industry was US$330.833 billion in 2001, US$365 billion in 2002, US$360.748 billion in 2003, and US$386 billion in 2004.

In 2005, global advertising expenditure reached a new high compared with the previous year, exceeding US$400 billion that year, reaching US$403.663 billion. Beneath the surface of steady growth in the advertising industry, a profound transformation is actually brewing. The fundamental driver of change is the rapid development of new media.

In 2005, global online advertising expenditures increased by more than 22%. Among them, US online advertising revenue reached 12.5 billion US dollars, surpassing outdoor advertising and commercial magazine advertising, and standing side by side with broadcast media.

Japan's Internet advertising expenses were 280.8 billion yen. Although it only accounted for 4.7% of Japan's total advertising expenses, it increased at an alarming rate, an increase of 54.8% over the previous year. The total revenue of South Korea's online advertising market reached US$690 million, an increase of 30.8% over the previous year. New media advertising represented by online advertising is fully impacting the influence of traditional media advertising and becoming an upstart in the advertising industry. In the face of new media, media such as television, newspapers, magazines, and radio have been reduced to traditional media. They are gradually fading their past glory and are standing at a crossroads of choice. More and more advertisers have indicated that they will increase their investment in online advertising, which means that the advertising share of traditional media will decline significantly, and the first to be hit will be traditional advertising media such as magazines, direct mail, and newspapers. The transformation of media means the transformation of advertising industry. The future development of the advertising industry depends on whether the advertising industry can cope with the revolutionary changes in media in the new century.


This is a truly complex time. For the advertising industry to reassert its value, it will have to do something more complicated. For enterprises, solving the problem of communication with consumers is still an important issue. The value of the advertising industry lies in its ability to effectively communicate with and influence consumers using new operating models in new environments.

A significant change is that in the new operating model, the creativity of advertising works is of course important, but more importantly, how to make advertising communication an activity through creativity, and how to make this activity penetrate into media programs Content and even media are limited. The key is to make full use of every touch point to communicate deeply with consumers. In other words, advertising increasingly becomes content, and media increasingly becomes contact. Therefore, placement advertising, virtual advertising, event marketing, public relations and other forms are of extremely important significance at this stage.

At the end of the 19th century, the first definition of advertising that appeared in the history of advertising development was news about commodities. In the 21st century, people's hope for advertising seems to have returned to the original stage of advertising development, entering content and becoming eye-catching news about products. But this is a return at a higher level. The new value of the advertising industry lies in the fact that through its professional services, advertising activities can not only have a regular impact, but also be more news-oriented, attract the attention of the media, and penetrate into the content of the media.

In this complex era, mergers and acquisitions have become the main means for advertising companies to resist risks and achieve profitability, and the trend of monopoly in the global advertising industry has further intensified.


广州市播源国际文化传播有限公司
Guangzhou Boyuan International Cultural Communication Co., Ltd