A Study On The History Of Development Of Chinese Contemporary Advertising Market

The Chinese contemporary advertising market development take the"11 Third Session"as a beginning, its development may divide into four stages: The first stage was from 1978 to 1982, it was the restores rapidly with forms the stage basically; The second stage was from 1983 to 1991, it was the first high speed growth stage; The third stage was from 1992 to 1997, it was the second high speed growth stage; The fourth stage was from 1998 to 2006, it was the conformity development phase. At present, the Chinese contemporary advertising market is being in the constitutive adjustment the critical phase.The Chinese contemporary advertising market development displays the following several aspect characteristic in the 28 year development process: The market development deepens and the national economy sustained development unceasingly with the reform and open policy adapts, it is in the high speed development throughout"the speedway", the market space expands unceasingly. The market delivery hot spot profession same society expends the profession to be consistent. The advertising company constitutes day by day richly, and tends to gradually reasonably, the media strong trend status attenuates gradually, the advertising company status rises gradually, the individual is privately operated and the Foreign invested company accounts for the proportion to climb in a big way, State-owned business quantity slides unceasingly. The policy, the medium and the foreign capital company are the market development main strengths throughout, policy immediate influence advertising market stability and advancement, medium, because it"the enterprise manages, the commercialized operation"the dual attributes are at the strong trend position in the advertising market, the foreign capital company rely on its synthesis superiority to become affect the Chinese advertising market the main strength.The local development is not balanced, the regional disparity is obvious, the region characteristic is remarkable, Beijing, Shanghai, the Guangdong three places become the advertising market three big trailblazers, it develops unique, the joint tenure China advertising market"the half of the country", two cities and the western area developed in recent years swiftly and violently, the rural market potential started to release. The outdoor advertising has been the one of most rapid media advertisings, the intermediate stage growth is steady. At the end of 20th century, the outdoor advertising receives the capital market the favor, starts to step onto road of the capital management, now has become the most noticeable media. The new media advertising appearances in the recent years, its development is swift and violent, the concentration degree is high. The network advertising, the wireless advertising and others new media advertising becomes new strength at the 21st century advertising market, it will affect overall trend on the future the advertising market.From 2006, the Chinese contemporary advertising market marches into to the brand-new development phase, the trends of delopment are these: The market increase situation is obvious, take Beijing Olympic Games and the Shanghai World Expo as the turning point, the advertising market will welcome the recent round development. The advertising industry promotes comprehensively, the market mechanism adjusts imperative, market conformity further thorough. Following the advertising market comprehensive letting loose, transnational advertising congratulation in Chinese advertising market expansion comprehensive increased speed. The new media advertising displays the strong rising momentum, it will become the most main strength which in the future the advertising market will grow.