文献类型：期刊文献

中文题名：中国广播广告40年经营变迁与特征呈现

英文题名：The Evolution and Features of Broadcasting Advertising in China Since 1979

作者：王春美[1]

第一作者：王春美

机构：[1]北京联合大学应用文理学院新闻与传播系

第一机构：北京联合大学应用文理学院新闻与传播系

年份：2019

卷号：0

期号：2

起止页码：73-82

中文期刊名：广告大观：理论版

基金：国家广播电视总局部级社科研究项目"移动互联网时代广播媒体经营策略创新研究"(GD1726);北京联合大学人才强校优选计划项目(BPHR2018DS01)的研究成果

语种：中文

中文关键词：广播广告;中国广播;经营变迁;特征呈现

外文关键词：Radio advertising;Chinese broadcasting;Advertising evolution;Features

摘要：透过广播广告的经营嬗变过程,可以清晰地管窥国家经济发展、技术进步、文化风向等在传媒运行中的投射与影响。本研究通过一定的框架和方法设计,全面系统地对中国广播广告40年的经营历程进行梳理分析,从中探求改革开放以来我国广播改革发展的一般性规律。综合时代背景、市场变化、广播改革、经营实践等考察,研究发现广播广告起点虽低但发展较快,经由复播起步、探索积累、快速崛起到转型创新四个时段过渡,呈现阶梯式发展、螺旋式前进的特点,是内外部多重因素共同作用的结果。
Reviewing the evolution of Chinese broadcasting advertising in the past 40 years,we can clearly see the projection and influences of national economic development,technological progress,market demand and cultural direction in the media operation.Through the design of a certain framework and method,this paper analyses the 40-years business process of Chinese broadcasting advertising,and explores its general law.Based on the investigation of the background of the times,market changes,broadcasting reform and business practices,it is found that although the starting point of broadcasting advertising is low,it develops rapidly.Through the four transitional periods of the restart of advertising,exploration and accumulation,rapid rise and transformation and innovation,it presents the characteristics of ladder-like development and spiral-like progress,which is the result of the combined action of internal and external factors.