2021~2022年中国数字营销传播生态发展趋势  

Trends of Digital Marketing Communication Ecology in China 2021-2022

作　　者：陈怡[1] 杜国清[1] Chen Yi;Du Guoqing

机构地区：[1]中国传媒大学广告学院

出　　处：《中国传媒产业发展报告》2022年第1期270-277,M0017,共9页REPORT ON DEVELOPMENT OF CHINA'S MEDIA INDUSTRY

摘　　要：数字经济重塑经济格局的当下,产业数字化步步为营,数字营销生态呈现新的竞合格局,广告主数字营销的认知深度和运营力提升,内容生态位上的媒体、平台、营销传播支持机构在博奔中迎来智能升级。数据生态位的规范和治理,促使数字营销生态向融合共治发展。When the digital economy reshapes the economic pattern,industrial digitization is carried out step by step,the digital marketing ecology presents a new competition and cooperation pattern,the cognitive depth and operational power of advertisers'digital marketing are improved,and the media,platforms and marketing communication support institutions in the content niche usher in intelligent upgrading in the game.The standardization and governance of data niche promote the development of digital marketing ecology towards integration and cogovernance.

关 键 词：数字营销 广告生态 茶广告主 

分 类 号：F49[经济管理—产业经济] F274