Contents

Overview of China Media Development in 2014-2015

Xia Zhongmin,Qiang Yuexin/007

From 2014 to 2015,the media industry continues to grow,new media has become the main source of growth point.The television industry and the newspaper industry face an unprecedented crisis.The rising of new media is accompanied by constant adjustment,traditional media are forced to transition and expect to surpass themselves,the two industries are in the trend of integration and development.Government's macro regulation promote the development of new and old media industry.In the future,media development in China will incline to quality,efficiency and intensive.

Adjustment; Rise; Force; Transcend; Convergence;Regulation

Overview of Chinese Radio and Television Convergence in 2015

Xie Huwei,Gao Chao/037

Abstract:in 2015,the broadcasting and television industry has both challenges and opportunities.In general,chance is more than crisis.Radio and television market and policy environment has undergone major changes,the satellite TV adjusted their content layout,content production,technological innovation,industry management,based on their own advantages.The traditional media idea and the Internet idea are combined in a more proactive,more open attitude to meet the challenges.The advantages of the major satellite TV in the industry competition are becoming more and more obvious,leading the changes and development of the industry.

Keywords:Radio and Television Media;Convergence;Policy;Internet

A Report on the Development of China's Programmatic

Advertising Industry in the Big Data Age

Liao Bingyi/053

Abstract:Big data and programmatic buying is profoundly changing the ecology and competition pattern of China's media industry and advertising industry.The development and utilization of large data makes the advertisement communication more precise, personalized, real-time and visualized.Programmatic buying based on the big data has become the dominated form of transactions for China's online advertising market.This paper focuses on the basic principles and operational processes of advertising programmatic buying,the ecology and optimization of China's programmatic advertising industry,and the business strategy of China's programmatic advertising industry.

Keywords:Big Data; Chinese Advertising; Advertising Industry;Programmatic Advertising Industry;Programmatic Buying

2016 Agency Interview Report on the

Survival and Development

Yao Xi,Li Feifei/073

Abstract:Through more than 20 senior executives and senior practitioners in-depth interviews,this study,analyzing advertising market,advertisers and agencies,found three important characteristics of“big market”, “diversification”and “fast iteration” in the advertising market.The demand of advertisers presents a strong integration trend of sales target orientation and service.In the advertising company's survival and the development trend,the study found that the new entrants and incumbents game is a false proposition,and any advertising company long-term survival or development depends on in the market of rapid iteration and continuous reaction and innovation ability.Present a professional advertising company's strategic orientation platform on the basis of the trend,advertisement company,reflect the extension of business category,shorten the working process and fast learning ability.

Keywords:Advertising Market;Customer Demand;Advertising Agency

The Institutional Supply and Realistic Path of Media Convergence

Ran Hua,Dou Ruiqing/085

Abstract:In response to the needs of industrial development,China's media convergence policy development from the restrictions to gradually loose.Media Convergence thus developed two types of realistic path.On the basis of combing the media convergence policy and summarizing the realistic path of media convergence,this paper puts forward that the supply of media convergence incentive policy is still relatively insufficient,and the competitive advantage of media industry should be moderately reconstructed and the incremental reform of traditional media is imperative.

Keywords:Media Convergence;Institutional Supply;Integration Path

Research on Mergers and Acquisitions of Digital Marketing

Industry in China

Liu Runfeng/098

Abstract:In this paper,28 typical cases of domestic listed companies merging and acquisitioning digital marketing companies from 2014 to 2016 are selected as research samples.By describing the scale and mode of Mergers and Acquisitions(M&A),and the operation performance before and after M&A of both sides,the paper has pointed out that the digital marketing industry is entering the rapid growth period,M&A activities become an important means of extension of the relevant enterprises,industrial capitalization operation has become an important promoter of industrial development,M&A and industrial integration make China's digital marketing industry to show up a significant trend of extend expansion.

Keywords:Digital Marketing; Mergers and Acquisitions; Extend Expansion;Industrial Integration

Cluster Innovation:Strategic Choice of the Development

of Chinese Advertising Industry

Zhou Lichun/123

Abstract:With the increasingly interweaving,influencing,evolving of economic theory and practice,issues and phenomena about the collaboration of innovation and industrial cluster,namely cluster innovation,are derived.Facing with the internationalcompetition structure and realistic difficultiesofthe development,Chinese advertising industry has sufficient reasons to alter the strategies and put efforts in cluster innovation,in order to achieve independent development,promote overall size and competitiveness.As well,this alteration can rapidly elevate the agent level and scale level of advertising agency company,which can recover the lack of innovation ability of single subject,accumulate innovation resources,avoid the negative impact of lock-in and innovation risk.The further discussions of dynamic mechanism of cluster innovation of advertising should also surpass the argumentation level that using mechanism to promote mechanism.

Keywords:Cluster Innovation;Chinese Advertising Industry;Strategic Choice;Dynamic Mechanism

Dilemma and Transition:the New Normal Development of

China's Advertising Industry in the Big Data Era

Ruan Yi/134

Abstract:Into the era of big data,the external macroeconomic environment and internal industry environment change constantly.China's advertising industry should face the reality and grasp the opportunity to seek the “third times”development.This study focuses on review of the barbaric growth process of China's advertising industry,analysis the historical worries and practical difficulties,then we point out that in the “new normal” industry development,the big data technology and application will become the core driving force.The advertising industry should be a comprehensive upgrade to large data management,analysis,value-added services industry,as the core “holographic” data service industry,to gradually achieve the“creative” as the core to the“data driven” as the core value of reforge,to achieve the transformation and upgrading and the “new normal”development.

Keywords:Advertising Industry;Big Data;Transition

A Report on Internet Advertising Effectiveness Tracking in

China(2003-2016)

Zhou Liling,Tao Ruyi and Li Cong/146

Abstract:Effect measurement is one of the core issues in the field of internet advertising research and the data of internet advertising effectiveness tracking has its huge commercial values.Based on the historical review of the internet advertising tracking industry in China since 2003,this article proposed that the industry can be marked in three stages successively,namely transplanting period,omni-direction period and cross-screen period according to the content of monitoring,or it can be divided into tool period,data period and ecology period as well according to the foci and strategiesofadvertising tracking agenciesin differentstagesof development.From the aspects of data resources, tracking and measuring technologies,industry standards and developing mechanism,the article made a further discussion on the constraints and developing trends of internet advertising effectiveness tracking industry in China.

Keywords:Advertising Tracking;Advertising Effectiveness Measurement;Internet Advertising;Programmatic Buying

The Interaction between Human and Technology

in the Big Data Era

—Behavioral Targeting Advertising&Its Value and Disputes

Chen Yujia/161

Abstract:In the big data era,the advertising industry has profoundly changed.The big data technology affects on all aspects of advertising market and the various subjects of it.Behavioral targeting advertising is a typical big-data-era advertising form.In this article,through the existing literature and the network of public information research,We study the meaning,type and development of behavioral targeting advertising.We review the behavioral targeting advertising,point out the values of it,and discuss the disputes about the advertisement.Finally,from the perspective of the relationship between technology and people,we pondered and forecasted about the development of Behavioral Targeting Advertising.

Keywords:Big Data;Behavioral Targeting Advertising;Values;Disputes

Frontier Report on VR Marketing Industry Development

Chen E/174

Abstract:The era of VR technology has brought a great impact on the marketing and advertising industry.In the case of rapid development of VR technology,how should the advertising agencies build their VR technology marketing team?How the Brand Advertisers should develop their VR technology marketing strategy and launch better marketing campaigns?This article has been based on Cyber's long-term interactive marketing experience,firstly summarizes the characteristics of VR marketing team,then demonstrates the differences of characteristics between VR marketing and traditional marketing strategy.Cyber also has found that VR marketing not just supplying a simple form of experience,it will produce significant and stimulate huge value in the integrated marketing system。Finally,this article summarizes the main obstacles to the long-term development of VR marketing industry and forecast the prospect of it.

Keywords:Virtual Reality Marketing;VR Team;VR Strategy

VR Marketing:the Subversive of Traditional Marketing?

Zhou Maojun,Yan Zeru/182

Abstract:The concept of VR appeared long time ago,but it's since Facebook acquired Oculus,VR technology began to come to the forefront,and effectively attract many major Internet giants and marketing company's active layout,and along with the constant influx of capital,VR marketing was wide concerned by experts.2016 is the first year of VR in China,although the Goldman Sachs and the Chinese Ministry of Industry didn't mentioned marketing in its VR application research report,but in China,VR marketing is still a popular application in VR industry.Experts in marketing and IT industry are generally optimistic about it,and till now they have achieved some initial results.Fundamentally speaking,VR marketing subvert the traditional marketing in four ways,while the immature technology also brings poor experience,lacking of interaction and problems in content,still there are many other issues,and thus VR marketing is limited.In short,VR marketing is thought as a burgeoning industrial of rising sun,with lots of potentials,but at present it doesn't get deliverable phase by phase,still needs more efforts and inputs.

Keywords:VR;VR Marketing;Traditional Marketing;Subversion

On the Problem of the Advertising Company Development

under the IMC Background

Liu Qingyong/212

Abstract:From theperspectiveoflabordivision theory, underthe background of IMC,it is the organization form of advertising industry that leads to a development crisis of advertising company,however,the industrial clusters can innovate the organization form of advertising industry,and then promote the development of advertising company.

Keywords:Labor Division;IMC;Advertising Company;the Form of Industrial Organization;Industry Clusters

Investigation and Status Analysis for Advertisement

Management of Traditional Media in Hubei

Yao Xi,Li Na/227

Abstract:In the face of the impact of network,traditional media in Hubei is actively adjusting strategies,to keep face with the development of new media.But compared with many first-tier cities such as Beijing,Shanghai and Guangzhou,advertisement management of traditional media in Hubei relatively fall behind,and there exist some common problems including new media transformation laging,solidification of managing thinking and lack of innovative business model,Based on the actual condition,traditional media in Hubei needs to transform from mass communication to digital communication,integrate and innovatethe business model by Internet thinking,thus creating unique media brand image and brand style.

Keywords:Transformation of Traditional Media; New Media;Advertisement Management;Internet Thinking

Research on Official Micro-blog's Operation of Han-Style

Clothing Enterprises and Their Development Strategy Analysis

Yang Shukun,Zhao Zhen,Li Xiaohui and Zhou Hui/245

Abstract:In the Web era,micro-blog becomes one of the most important social media.A large number of garment enterprises have opened the official micro-blogs,in order to enhance their brand impacts,to inspire potential customers’ purchase desires,and to shore up their products’ market share via this kind of social network.In this paper,shortcomings of some typical Han-style clothing enterprises are analyzed via official micro-blog operating status analysis and comparison with foreign well-known brand Enterprise's microblog operating status.Some constructive suggestions and improvement strategies are proposed for reference.During the research design procedure,we also select some more active micro-blogs of those clothing enterprise as typical Han-style clothing enterprises for illustrations,from content to form,from surface to deep,carried out quantitative comparison in detail,besides classification analysis on ten typical Han-style clothing enterprises of officer micro-operation status.This paper explores the internal reasons of related different communication effects caused by two types of enterprise microblogging business strategies.Our research results might be useful for Han-Style clothing enterprises to reform their strategies on social media running,offline operations,enhance the brand,and boost sales.It will also benefit reshaping the enterprise image.

Keywords:Han-Style Clothing Enterprises;Official Micro-blogs;Social Media Running;Communication Effects

A Content Survey of Self-made Videos of the Top Five Domestic

Video Websites in 2015

Liu Jianming,Xu Tian/262

Abstract:Since 2011,a new-round competition of self-made videos among video websiteshas become more and more fierce.It is an important conversion for content production that video websites are preoccupied with making programs by themselves.In 2014,the firstyear of self-made videos,those large-scaled video websites have made great achievements,while how to explore the ways of selfmaking and how to give prominence to characteristics of internet has become the key to and the core of the competition.This paper,which focuses on the contents of self-made videos of the top five domesticvideo websites(including iQIYI,youku tudou,Letv,sohu video,tencent video),is dedicated to analyze their selfmade programs,network drama and movies statistically and quantitatively,and delves into the impacts of self-made programs,network drama and movies on traditional media structure.The research finds that videos websites continually pursue a policy of content first,and co-operation among different industries has arisen,which challenges to the television industry.

Keywords:Video Website;Self-made Program;Network Drama

The Impact of Sports Social Media Usage on Sports Involvement and

Body Self-perception:A Research on the Chinese College

Students'Usages of Sports Social Media

Xu Tongqian,Yan Shenggu/279

Abstract:The authors use a questionnaire to investigate people who are sports social media users and runners.On this basis,they try to explore the mechanisms that sports social media usage affects individual's sports involvement and perceived self-perception in the sight of social comparison theory.The research tools include sports involvement scale,social media usage scale,social comparison tendency scale and body esteem scale.

This study gets the following findings:(1)The sports social media is fast developing in his early-age.(2)The sports social media have a widely used,the runners have diversified choices.(3)Age and sex factor affect the degree of use.(4)The male have a stronger tender to show by the sports social media,but the sex factor have no significant different for the heavy users.(5)The sport involvement theory has good reliability and validity in Chinese cultural context;it could be used as one of the theoretical tool of domestic research in related fields.(6)Individual's sports involvement has a significant positive correlation with perceived self-perception.Sports social media usage can mediate the relationship between sports involvement and perceived self-perception.(7)Social comparison tendency level and body esteem is negatively correlated,suggesting that individual's social comparison tendency can bring down his body esteem level.(8)There is a positive correlation between sports social media usage and body esteem.But social comparison tendency can mediate the relationship between sports social media usage and body esteem,individual's body esteem could be brought down in results.This means sports social media usage can have both positive and negative effect on body esteem.

Keywords:SportsSocialMedia Usage;SportsInvolvement; Social Comparison;Body Esteem;Chinese College Students