中國媒介指南chinamedialandscape(文件)
【正文】 30%40%50%60%70%80%90%100%97 98 99 050+41503640313526302125162015Source: CNNIC Report The statistics of inter users by region 21%13%11%6%5%4%4%3%3%3%3%24%BejingGuangdongShanghaiJiangsuShandongZhejiangLiaoningHunanHubeiSichuanLiaoningOthersSource: CNNIC Report ‘00 Surfer are more concentrated in BJ, SH and GD (total 45%) which are developed area The statistic of inter usersby ine 64% people have 1,000+ PMI 05007%501100029%1001200036%2001400019%400160005%6001+4%050050110001001200020014000400160006001+Source: CNNIC Report The statistics of inter users by sex 86 857914 15210%10%20%30%40%50%60%70%80%90%100%39。99/6 39。98/6 39。98/12 39。99/639。99/1202,0004,0006,0008,00010,00012,00014,00016,00039。97/1039。L Monitoring Services TV viewership Weekdays 010203040506070806:00 7:00 8:00 9:0010:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00AA AA 1529Sour e: CMMS 00’(20 cities) Newspapers Newspapers ? 2,000+ titles though Local papers still dominant ? Editorial content improving ?Many local newspapers have diversified their editorial to cater to readers needs (. social mentary, health, finance) ? Launch of weekend edition focusing on leisure amp。S) ? No strict governmental regulation on total mercials. For most stations 2530 minutes in primetime 。 30 cities (19992000) ? Survey Media: TV, Radio, Newspaper, Magazines ? Sample: 47,800 (98)。L : Provide ad monitoring for 336 TV channels, 269 newspapers, 92 magazines ? AC Nielsen : Cover 220 TV channels, 169 newspapers, 47 magazines ? CVSC : Cover 339 TV channels and 150 newspapers Consumer research ?Three single source research tools exist in China, each providing ? Readership data for different newspapers and magazines ? Understanding of the profile of selected print media and media habits on a specific target ? A base for other media selection (. radio) ? An understanding on product usage/lifestyle of Chinese consumers ?China Media amp。 World Bank Facts at a glance ? 3rd largest country ( sq km) ? 1/5 worlds population () ?1,000+ dialects ?32Provinces/municipalities, autonomous regions ? Urban population: % ? Inflation rate: % (CPI) ? GDP growth rate: 7% for 2001 Urban Disposable ine Per capita Over 8,000 78,000 67,000 56,000 45,000 Neimenggu Qinghai Xizang Xinjiang Ningxia Liaoning Jilin Heilongjiang Gansu Beijing Tianjin Shanghai Sichuan Yunnan Hainan Taiwan Hebei Shanxi Shaanxi Henan Hubei Hunan Guangdong Guangxi Guizhou Jiangsu Anhui Zhejiang Jiangxi Fujian Shandong Average National Disposable Ine Per Capita: 5,403 RMB Source: China Statistical Yearbook 1999 Chongqing Population By age and sex 0 50,000 100,000 150,000 200,000 250,000 300,000 350,0000141524253435444554556465+Male FemaleSource: China Statistical Yearbook 2000 China Population Statistics Yearbook 2000 Unit: ’000 person 91 102 103 102 104 111 102 = Index M/F 1. China media development 2. Current research environment 3. Major media forms Agenda China Media Development China media development ? Everything began at 1979 when Deng Xiao Ping announced the economic reform ... Before 1979 ? There were only 10 advertising agencies in China ? Basically there was no advertising on newspaper, radio, or TV In 1979 ? The first TVC, Shen Gui Wine, was aired by Shanghai TV on January 28 ? On March 15, the first JV TVC, Rada Watch, was aired ? People?s Daily began to accept advertising on
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