When we became the world's second-largest advertising market, apart from the excitement, need more sober-minded, more accurate, more viable policies in the direction of, the more meaningful than cheer--

　　Alan·lusefude of the International Advertising Association came to Beijing and an order was passed not long ago advertising was exciting news: China has become the world's second-largest advertising market. "The last couple of years, I hear the rank General of China in the fourth or third, this is the first time I heard China has ranked second. "Chen Gang, Vice President, Peking University School of journalism for" the second "earlier, reveal a little surprised. Because after the accounting firm PricewaterhouseCoopers predicts that China in 2015 year over Japan as the world's second-largest advertising market.

　　30 years, China's advertising industry has evolved from the start to the course of rapid development, annual sales volume of advertising from 1979 year 1000 million, up to 2011 year 3125 billion yuan, the longest in the world. Of course, very strong. "We do not meet the advertised powers, but rather try to power shift to advertising. "Chen Gang said.

　　Shop for brand red carpet

　　Not long ago, the reference news published an article United Kingdom broadcasting company (BBC) article to the world what the Chinese brand of less ? This article "sting" CCTV ad management He Haiming, Deputy Director of the Centre of nerves, "Legends of CCTV to advance the achievement of China brand, such as the United States, Haier, gree sth But Chinese brands going is not much, also does not have its own brand of luxury goods in China, China is also known as the world's factory sth "talk, He Haiming believes that branding is still the responsibility of Chinese enterprises, China's advertising industry has bright prospects.

　　By coincidence. Beijing joint international advertising company Chairman Deng Chaoming exchange capacity as an advertising man, expressed his concerns to China's brand. "2011 year, Chinese enterprises have 7 world 100 strong, but not a brand into the world brand 100 strong ; As a second consumer of luxury goods in China, was not an international luxury brand ; China as a manufacturing country in the world, but weak sth is a brand "is also for this reason, Deng Chaoming firmly believes that local advertising agencies in an era of opportunity.

　　Opening new areas of communication

　　Asked about advertising which will be a new growth point, Chen Gang blurted out the answer is: Government communications. He explained that the overall trends, government departments at all levels is spreading more and more advertising, and are learning how to advertising law, more effective advertising.

　　Chen Gang told reporter, Government spread development most clear of performance is image advertising and tourism advertising of large put, and to "hospitality Shandong" for cases for description: Shandong Tourism Council from 2006 years began in CCTV put tourism advertising, from 500 million Yuan started, to 2011 years over 1.8 billion yuan, makes Shandong tourism of scale in five years time within from 1000 million increase to 3000 million Yuan. He suggested that the advertising industry to participate in and promote the Government communication, and as advertisers must face and meet the Government's dual nature.

　　Equally aware of this change in the communication University of China Academy of ad Ding junjie. He shows two sites for journalists of an advertisement published in the people's daily. Site is the 2011 year 4 months 11 entitled the link text ads published in the daily, Japan appreciated Prime Minister Naoto Kan in advertising when Chinese people's aid. Day is Japan large earthquake occurs 1 a months of days, Japan in world all main paper media published has thanks parties assistance of advertising, including international pioneer Forum reported under, and United States of Washington Post under, and United Kingdom of told the under, and China of people's daily under, and Korea of North Korea daily under, and Russia of businessman reported under, and France of fee plus Luo reported under, advertising fee total 3500 million yen, about-in Yuan 270Million. Site is Thailand's new Prime Minister, yingla 2012 years 4 months 18 days during his visit to China, to advertisements published in the form of due to his Excellency the Prime Minister of the Kingdom of Thailand yingla·xinawa People's Republic of China people's letter, invited the Chinese to go to Thailand for business, tourism. Ding junjie, Government communication has a special exploration of space, it is the Government and the international communication "Esperanto".

　　Capitalization of open door

　　China advertising time have access to capital markets for a dozen years, but it seems to Chen Gang, "China's advertising industry is entering a new era of capitalization. ”

　　"On the one hand from the capitalization of the advertising media to the capitalization of the advertising service. "Chen Gang said. Long listed are basically advertising media company such as operations, where outdoor advertising companies is the main, traditional media companies including early Cantonese media. But from 2008 year there have been changes, China Group of advertising services company started in overseas listing,2010 year, these companies start small and venture capital in the domestic market, opening the era of advertising services companies listed, such as bridge, NYSE Arca and Masahide dissemination.

　　"Mergers and acquisitions and will be the subject of future development of the advertising industry on a large scale. "Chen Gang in particular, do not understand simple advertisement listing and consolidation of the company, and to extend the scope to listing and consolidation of marketing communications companies. For example, he said, the so-called four advertising group has always been not only advertising group, but four marketing communications services group. WPP , for example, advertising such income accounted for a total turnover of 30% , other income is market research, consulting, and public relations and entertainment marketing, sports marketing, Terminal communication and other types of companies. "China's advertising industry has been hoping to have aircraft carriers global competitiveness, not to enter the capital market, is unable to realize this dream. Use of capital means will accelerate the scale of China's advertising industry. "Chen Gang said, hand in hand with the capital markets, China by the country to the advertising power of advertising.