策略培训英文版14

ChinaMediaLandscapeFebruary28,2000Source:Statisticalyearbook1999;WorldBankFactsataglance3rdlargestcountry(9.6MMsqkm)1/5worldspopulation(1.2B)1,000+dialects31Provinces/municipalities,autonomousregionsUrbanpopulation:30.4%Inflationrate:2.8%(CPI)GDPgrowthrate:7%for1999UrbanDisposableincomePercapitaOver8,0007-8,0006-7,0005-6,0004-5,000NeimengguQinghaiXizangXinjiangNingxiaLiaoningJilinHeilongjiangGansuBeijingTianjinShanghaiSichuanYunnanHainanTaiwanHebeiShanxiShaanxiHenanHubeiHunanGuangdongGuangxiGuizhouJiangsuAnhuiZhejiangJiangxiFujianShandongAverageNationalDisposableIncomePerCapita:5,403RMBSource:ChinaStatisticalYearbook1999ChongqingPopulationByageandsex050,000100,000150,000200,000250,000300,000350,0000-1415-2425-3435-4445-5455-6465+MaleFemaleSource:ChinaStatisticalYearbook1999ChinaPopulationStatisticsYearbook1998Unit:’000person91102103102104111102=IndexM/F1.Chinamediadevelopment2.Currentresearchenvironment3.MajormediaformsAgendaChinaMediaDevelopmentChinamediadevelopmentEverythingbeganat1979whenDengXiaoPingannouncedtheeconomicreform...Before1979Therewereonly10advertisingagenciesinChinaBasicallytherewasnoadvertisingonnewspaper,radio,orTVIn1979ThefirstTVC,ShenGuiWine,wasairedbyShanghaiTVonJanuary28OnMarch15,thefirstJVTVC,RadaWatch,wasairedPeople’sDailybegantoacceptadvertisingonApril17InNovember,theCentralPropagandaDepartmenthasannouncedthenewregulationsforforeignadvertisementAndtherestishistory...Themediascenetoday…..MediumNationalProvincialCity/RuralCableTotalTelevision133800+2,000+2,900+Radio231912+1,363+Newspapers20+31+1,900+2,000+MagazinesCinemasSource:ZenithMedia7,000+146,000+%%MediumAllAdultsAged15-29TV(yesterday’sviewing)8986TV(P7days)9695Radio(yesterday’slistenership)4144Radio(P7days)4145Newspapers(daily)6765Magazines(monthly)5367Cinema(atleastonceamonth)714Universe‘000s37,87514,492ReachofmassmediaSource:CMMS’99(20cities)ResearchEnvironmentMediaresearchtoday3kindsofmediaresearchareavailableinChina:TVratingsAdvertisingmonitoringReadership/consumermediahabitsTVratingsUnderstandtheviewershipindifferentmarketsProvidearationalbaseformediaplanningBettermediaselection(channel,program,andtimeslot)andmorecost-efficientmediainvestmentCSM:Covers66diarycities,9provincesPeoplemetersinBJ,GZandSHACNielsen:Covers88channelsin10peoplemetercities:BJ,SH,GZ,CD,WH,HZ,SY,NJ,TJ,FZAdvertisingmonitoringMonitoradvertisinginTVchannelsandPressKeeptrackofacompanyadvertisingdeliveryaswellascompetitiveactivitiesX&L:Provideadmonitoringfor336TVchannels,269newspapers,92magazinesACNielsen:Cover220TVchannels,169newspapers,47magazinesCVSC:Cover339TVchannelsand150newspapersConsumerresearchThreesinglesourceresearchtoolsexistinChina,eachprovidingReadershipdatafordifferentnewspapersandmagazinesUnderstandingoftheprofileofselectedprintmediaandmediahabitsonaspecifictargetAbaseforothermediaselection(e.g.radio)Anunderstandingonproductusage/lifestyleofChineseconsumersChinaMedia&MarketingSurveyChinaNationalReadershipSurveyACNielsenMediaIndex(MilleniumReport)ChinaMedia&MarketSurveyResearchHouse:Sino-Monitor/BMRBFieldworkPeriod:CMMS99(Dec’98,Jun’99)CMMS2000(Feb-Jun‘00)CoverageArea:20citiesSurveyMedia:TV,Radio,Newspaper,MagazineSample:50,000forCMMS99andCMMS2000eachChinaNationalReadershipSurveyResearchHouse:CVSCFieldworkPeriod:Oct’98;continuousfromJuly’99CoverageArea:60cities(98);30cities(1999-2000)SurveyMedia:TV,Radio,Newspaper,MagazinesSample:47,800(98);71,500(1999-2000)ACNielsenMilleniumReportResearchHouse:ACNielsenFieldworkPeriod:May-Dec’99CoverageArea:30citiesSurveyMedia:TV,Radio,Newspaper,MagazineSample:44,000OverviewofMajorMediaformsAdvertisingExpenditure1987-200201,0002,0003,0004,0005,0006,0007,0001987198819891990199119921993199419951996199719981999200020012002TVNewspaperRadioMagazinesOtherSource:ChinaAdvertisingAssociation;ZenithMediaMillionUS$Estimatedfiguresfor2000-2002TelevisionTVAdvertisingExpenditure1987-200205001,0001,5002,0002,5003,0003,5001987198819891990199119921993199419951996199719981999200020012002Source:ChinaAdvertisingAssociation;ZenithMediaMillionUS$EstimatedNationalvsLocalStationsNational(CCTV)LocalCoverageNationalSpecificregionProgramTypeInformation-oriented:Moreentertainmente.g.news,educational,oriented:e.g.drama.documentary,etc.Flexible,negotiable,Conservative,strict,welcomedforeignmainlylocalproducedorlocalprogramexchangeLanguageMandarinMainlyMandarin,butdialectsmaybeusedAdvertisingenvironmentMostcommercialbreaksareoutsideprogramFordramaandlongprograms(e.g.sportsgame,varietyshow)insideprogrambreaksaremorelikelyOtherinsideprogramopportunity:ProgramandSyndication(P&S)Nostrictgovernmentalregulationontotalcommercials.Formoststations25-30minutesinprimetime(1900-2300);timeslotslengthenedforgooddramasAnaveragebreakhas5-8minutes.However,itcanbeaslongas15minutesinsomeimporteddramaSincemostGDcablestationstransmitthe4HKchannels,theircommercialbreakpatternwouldfollowHK:3-5minutesbreakforeveryother15minutesAdvertisingenvironment...Theremaybemissingspots(hasbeendroppedfrom8%in96tolesst