中国媒体产业化实践和理论间的博弈与汇流——基于央视广告经营发展三阶段的历史考察  

The Game and Convergence Between the Practice and Theory of China’s Media Industrialization: a Historical Investigation on the Three Stages of the Development of CCTV’s Advertising Business

作　　者：张驰 张允竞 Zhang Chi;Zhang Yunjing(Communication University of China;Post-doctoral Workstation of Beijing E-Hualu Information Technology Co.,Ltd)

机构地区：[1]中国传媒大学广告学院,北京100043 [2]北京易华录信息技术股份有限公司博士后工作站,北京100043

出　　处：《新闻与传播评论》2023年第2期96-107,共12页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(18BXW106)。

摘　　要：央视广告经营的流变既体现了1978年后以产业化为核心驱动力的媒体转型历程,也反映了经济发展、产业变迁、品牌成长和媒体格局的演变。央视广告经营可以分为1979—1993年的发轫与初步发展时期,1994—2012年的广告招标时期,以及2012年后的经营思路发生重大调整的后招标时期三个阶段。通过对央视广告经营历程的观察,可以发现市场与政府之间、产业与事业之间的矛盾、冲突与共谋,以及特殊体制下中国媒体以广告经营为主的产业化进程中的内在撕扯与曲折历程。当下,随着官方理论对于媒体产业化经营的认可和鼓励,国家媒体和品牌工程完成合流。但数智时代,央视广告经营依旧面临诸多挑战。When it comes to China’s advertising market, CCTV advertising must be mentioned.The evolution of CCTV’s advertising business not only reflects the media transformation process with industrialization as the core driving force after 1978,but also reflects the evolution of economic development, industrial change, brand growth and media pattern.CCTV’s advertising business can be divided into three stages: the beginning and initial development period from 1979 to 1993,the advertising bidding period from 1994 to 2012,and the post bidding period after the major adjustment of business ideas after 2013.Through the observation of CCTV’s advertising business process, we can find the contradictions, conflicts and collusion between the market and the government, the industry and the cause, as well as the internal tearing and tortuous process in the development of Chinese media’s advertising-based industrialization under the special system.At present, with the official recognition and encouragement of the media industry, the convergence of national media, national brand and national will has been completed.But in the age of digital intelligence, CCTV’s advertising business is still facing many challenges.

关 键 词：中央电视台 媒体产业化 广告招标 中国品牌 

分 类 号：G206[文化科学—传播学]