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| 书 名： | 中国营销传播高质量发展报告（2022） | ||||
| 英 文 名： | REPORT ON THE HIGH-QUALITY DEVELOPMENT OF CHINA'S MARKETING COMMUNICATION（2022） | ||||
| 作 者： | 《中国广告年鉴》（广州）编审暨中国品牌高质量发展研究中心 组织编写; 杨先顺 主编; 万木春 执行主编; 星亮朱磊 副主编 | ||||
| I S B N： | 978-7-5228-4234-9 | ||||
| 关 键 词： | 营销传播 数字营销 高质量发展 | ||||
| 出版时间： | 2024年10月 | ||||
中文摘要
营销即传播，传播即营销；凡有经济活动发生，传播必然与之相伴。作为连接供给端和需求端的中介，中国当前的营销传播活动在形成新质生产力进而促进高质量发展中发挥着十分重要的桥接作用和溢出作用，有望在个人、企业、经济、社会、国家以及人类命运共同体等层面产生前所未有的巨大效应。面向中国营销传播因应高质量发展的具体要求，本书力求打破传统界限，将多学科理论进行有机融合，在一定程度上形成新的中国营销传播理论框架和分析范式；基于重点宏观议题，引入最新的营销传播理论并关注最新的实践发展；全面扫描过去一到两年的理论研究状况，为学界提供学习和研究参考；提供启发印证的鲜活个案，使报告系列成为中国品牌营销传播的有效行动指南。
文章列表
在整合营销传播全球化、营销技术数字化的大背景下，我国的广告产业形态已经向“营销传播产业”发生了全面转变。科学回答关于营销传播高质量发展的中国之问、世界之问、人民之问、时代之问，是推动我国营销传播事业取得历史性成就、发生历史性变革的必备基础。本报告对全书主要涉及的2022年中国营销传播发展现状、存在问题、高质量发展趋势与对策建议等进行了扼要总结，并从供给、需求、投入与产出、分配等角度，阐明了中国营销传播高质量发展的重点任务和主体目标。
,AbstractEN:Against the background of globalization of integrated marketing communication and digitalization of marketing technology，the form of China’s advertising industry has undergone a comprehensive change towards “marketing communication industry”. Scientifically answering the questions of China，the world，the people and the times about the high-quality development of marketing communication is the necessary basis for promoting the historical achievements and changes of China’s marketing communication industry. This report briefly summarizes the development status，existing problems，high-quality development trends and countermeasures of China’s marketing communication in 2022，and expounds the key tasks and main objectives of the high-quality development of China’s marketing communication from the perspectives of supply，demand，input-output，distribution，etc.
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"},"万木春":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"万木春，暨南大学新闻与传播学院广告学系副教授、硕士生导师。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国营销传播高质量发展总报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国营销传播高质量发展总报告（2022）,_RowNo:2本报告对2022年中国广告伦理治理的研究、实践、教育等情况进行了回顾与分析，认为2022年中国广告伦理治理研究具有3项特点和5项不足，应从4个方向进行突破；在广告伦理治理的实践方面，政府监管持续发力、行业自治日渐增强、企业自律有待提升、公众投诉渠道渐增、舆论监督有效配合、技术防范渐受重视；伦理法规课程的开设仍有提升空间，相关学术会议的议题更为前沿，相关讲座更为专业。
,AbstractEN:This report reviews and analyzes the research，practice and education on governance of advertising ethics in China in 2022. It holds that the research on governance of advertising ethics in China in 2022 has three characteristics and five deficiencies，and should be improved in four aspects. In the practice of advertising ethical governance，the government regulation continues to be strengthened，the industry autonomy is increasingly enhanced，the enterprise self-discipline needs to be improved，there are more channels for public complaints，public opinion supervision achieves an effective match，and the technology prevention is gaining more attention. There is still room for improvement in the establishment of ethics and regulations courses，the topics of relevant academic conferences are more cutting-edge，and related lectures are more professional.
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"},"薛凯丽":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"薛凯丽，暨南大学新闻与传播学院博士研究生。
"},"熊恒晓":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"熊恒晓，暨南大学新闻与传播学院博士研究生。
"},"陈雨":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"陈雨，暨南大学新闻与传播学院博士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国广告伦理治理研究与实践年度发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国广告伦理治理研究与实践年度发展报告（2022）,_RowNo:3本报告对2022年中国公益广告事业在产业规划、重大活动、价值共创、精品创制、学术研究等方面的发展状况进行了回顾和梳理，认为本年度中国公益广告事业充分体现了高质量发展愿景并采取了切实行动，取得了显著成效。
,AbstractEN:This report reviews and sorts out the development of China’s public service advertising in 2022 in terms of industrial planning，major events，value co-creation，creation of excellent works，academic research，etc.，and believes that the achievement of public service advertising in China this year has been fully reflected the vision of high-quality development and has taken concrete actions，achieving significant results.
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"},"海韵":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"海韵，暨南大学新闻与传播学院2021级博士研究生。
"},"刘影":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"刘影，暨南大学新闻与传播学院2022级博士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国公益广告事业年度发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国公益广告事业年度发展报告（2022）,_RowNo:4本报告从现有规模、综合环境、当前特点、变化趋势四个方面，总结了2022年中国数字营销传播产业的发展情况，简要分析了2022年中国数字营销传播行业遭遇的多重困境，并对2023年中国数字营销传播产业可能出现的趋势进行了预测。
,AbstractEN:This report summarizes the development of China’s digital marketing communication industry in 2022 from four aspects，including current scale，comprehensive environment，current characteristics，and changes. Meanwhile，this article provides a brief analysis of the multiple dilemmas faced by the Chinese digital marketing communication industry in 2022 and forecasts the likely trends in 2023.
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"},"周茂君":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"周茂君，武汉大学新闻与传播学院教授，博士研究生导师。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国数字营销传播发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国数字营销传播发展报告（2022）,_RowNo:5本报告从个人信息数据的政府监管、隐私保护对计算广告产业产生的重大影响、隐私保护技术的发展、关于隐私悖论解决方案的探讨等四个方面，总结了2022年中国计算广告隐私保护的发展情况，并对2022年中国计算广告隐私保护的学术发展进行了回顾。
,AbstractEN:This report summarizes the development of privacy protection for computational advertising in China in 2022 from four aspects，including government regulation of personal information data，the significant impact of privacy protection on the computational advertising industry，development of privacy protection technology，and discussion on the solution of privacy paradox. This article also reviews the academic development of privacy protection in computational advertising in China in 2022.
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"},"嘎日查戈":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"嘎日查戈，暨南大学新闻与传播学院2022级硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国计算广告隐私保护发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国计算广告隐私保护发展报告（2022）,_RowNo:6本报告从市场规模与增长态势、产品和技术持续优化升级、产业生态于竞争中逐步完善、产业规范进一步提升等四个方面，总结了2022年中国程序化广告产业的发展情况，并对2022年中国程序化广告的教育与学术发展进行了回顾。
,AbstractEN:This report summarizes the development of China’s programmatic advertising industry in 2022 from four aspects，including market scale and growth trend，continuous optimization and upgrading of products and technologies，gradual improvement of industrial ecology in competition，and further improvement of industry regulation. Meanwhile，this article reviews the education and academic development of programmatic advertising in China in 2022.
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"},"甘露颖":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"甘露颖，暨南大学新闻与传播学院2022级硕士研究生。
"},"林韵程":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"林韵程，暨南大学新闻与传播学院2022级硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国程序化广告发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国程序化广告发展报告（2022）,_RowNo:7本报告从国际竞争施压、国内巨头引领、疫情社会促就、中央地方支持四个方面，介绍了中国元宇宙营销传播兴起的背景，并归纳出其渐进式引爆、协同式跟进的整体发展态势。同时，本报告分别从人、货、场三个维度，回顾了2022年中国元宇宙营销传播业界的关注热点，即虚拟数字人、NFT数字藏品、元宇宙中的场景营销。另外，本报告也对2022年中国元宇宙营销传播的学术研究进行了重点回顾。
,AbstractEN:This report introduces the background of metaverse marketing and communication in China from four aspects：pressure under international competition，leadership of domestic giant enterprises，social environment severely affected by the COVID-19，and support from the central and local governments. The overall development trend is summarized as gradual detonation and collaborative follow-up. Meanwhile，this report reviews the hot topics in the Chinese metaverse marketing and communication industry in 2022 from three dimensions：human，goods，and market，namely virtual digital humans，NFT digital collectibles，and scene marketing in the metaverse. Additionally，the report provides a focused review of the academic research on China’s metaverse marketing and communication in 2022.
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"},"季欢欢":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"季欢欢，暨南大学新闻与传播学院2022级传播学硕士研究生。
"},"郑文淮":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"郑文淮，暨南大学新闻与传播学院2022级传播学硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国元宇宙营销传播发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国元宇宙营销传播发展报告（2022）,_RowNo:8本文在介绍虚拟数字人的定义、分类及发展历程的基础上，总结了2022年中国虚拟数字人行业的发展状况，包括政策保驾护航，支撑行业增长；产业链快速完善，形成全域营销新模态；“虚拟人+”拓宽赛道，跨界联动成为新风向；AIGC探索服务边界，行业迎来新赛点；巨头下沉运营，行业马太效应显现。此外，本文还回顾了2022年虚拟数字人的学术研究及教育相关动态，并对其发展趋势进行了展望。
,AbstractEN:Based on the introduction of the definition，classification and development of virtual digital human，this report summarizes the development status of virtual digital human industry in China in 2022，which includes that the industry is growing with policy support；the industry chain is rapidly improving，and new mode of uni marketing is in the ascendant；“virtual human +” widens the track and cross-border cooperation has become the new trend；AIGC helps to explore service boundaries and create new competitive growth points for the industry；there is a Matthew effect in the industry due to those industry giant enterprises sinking down to operate. In addition，this paper also reviews the relevant developments of virtual digital human in academic research and education in 2022，and looks forward to its future.
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"},"刘喜雯":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"刘喜雯，暨南大学新闻与传播学院2021级硕士研究生。
"},"王鑫":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"王鑫，暨南大学新闻与传播学院2022级硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国虚拟数字人年度发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国虚拟数字人年度发展报告（2022）,_RowNo:92022年，中国经济活力开始逐步提升，消费品市场竞争愈发激烈。本报告认为，2022年中国跨界营销主要具有如下特征：聚焦社会话题，触达公众情绪情感；融合数字技术，打造营销矩阵；“互联网+”拓宽跨界维度，异业品牌深耕文化共创；场景设计成为竞争核心，社交场域提升营销效果；打造用户型企业，推动品牌年轻化，等等。另外，本报告也对2022年中国跨界营销的学术研究进行了回顾。
,AbstractEN:In 2022，China’s economic vitality begins to gradually recover，and the consumer goods market becomes more competitive. This report believes that in 2022，China’s crossover marketing is mainly characterized by the following asepects：focus on social issues and stir up public emotions；integrate digital technology to create a marketing matrix；“Internet+” broadens the crossover scope，and brands from different industries deepen cultural co-creation；scene design becomes the core of competition，and social media enhances marketing effect；build user-based enterprises and promote brand rejuvenation，etc. In addition，this report also reviews China’s academic research on crossover marketing in 2022.
,KeyWords:567276,30488,595227,EKeyWords:567277,30720,701062,SubjectWords:,LiteratureId:16036634,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120241101X20244076001_000_009,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2024-11-26 09:15:53.0,ModifyUser:null,ModifyTime:2025-06-16 15:55:45.0,HitCount:4,ShowType:putong,LogoID:0,PdfID:16036636,DownCount:0,AuthorInfos:{"万木春":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"万木春，暨南大学新闻与传播学院营销传播教研室主任，暨南大学传播与国家治理研究院中国式现代化与国家形象传播研究中心执行主任，广告学博士，硕士研究生导师。
"},"焦婧妍":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"焦婧妍，暨南大学新闻与传播学院2022级硕士研究生。
"},"邱慧敏":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"邱慧敏，暨南大学新闻与传播学院2022级硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国跨界营销传播年度发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国跨界营销传播年度发展报告（2022）,_RowNo:10本报告指出，目前数字展览在中国正以多种形式呈现和普及推广，但仍处于起步阶段，需要向更完善更专业的方向行进。未来，数字展览将会进一步注重用户体验和互动性，加深与数字供应商的进一步合作，加强元宇宙重要场景的使用，融入城市品牌宣传，进一步扩大数字展览的影响范围。
,AbstractEN:In terms of the development status quo of digital exhibition，this report points out that digital exhibition is being presented and popularized in various forms in China，but it is still in the initial stage and needs to be better and more professional. In terms of the development trend of digital exhibition，digital exhibition will further focus on user experience and interactivity，deepen further cooperation with digital suppliers，strengthen the use of important scenes in the metaverse，integrate into the promotion of city brand，and further expand the scope of influence.
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"},"苏少航":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"苏少航，暨南大学新闻与传播学院2021级硕士研究生。
"}},BookPublishDate:2024-10-01 00:00:00.0,SearchTitle:中国数字展览年度发展报告（2022）,ISBN:978-7-5228-4234-9,BookTitle:中国营销传播高质量发展报告（2022）,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:中国数字展览年度发展报告（2022）,_RowNo:11
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