广告客户须知-中国电视行业中存在的机会与威胁PDF31(1)

ChrisWaltonMindShareChinaSeptember20th2002“.…”?Source:McKinsey&Co.China/WTO02040608010005101520253035404550ChinaUSASource:HarvardBusinessReview%••••!“”USOfficeofPatents,1899“”WesternUnionInternalmemo,1876“?”HarryWarner,WarnerBrothers,1927“5”ThomasWatson.ChairmanofIBM,1943…?1.:“”-01020304050JapanHongKongAustraliaNewZealandUSASingaporeKoreaThailandMalaysiaChinaIndonesiaPhilippinesVietnamSource:UnitedNationsPopulationDatabase181.•?•?•?•?•••...?•:,6041%835%8-1224%12Source:MindShareConsumerInsights2.14.724.117.18.32.8-0.8-1.40.41.9-0.6243436272513121087-505101520253035401993199419951996199719981999200020012002eConsumerPriceCost(TV)Media%Source:ChinaStatisticalYearbook/MindShareestimates2.758085909510019972000Source:Mckinsey&Co.China,..3....0%10%20%30%40%50%1980198119821983198419851986198719881989199019911992199319941995199619971998199920002001200220032004GDPSource:ChinaStatisticalYearbook2001/EIUEstimates(upto2004)3…0%10%20%30%40%50%60%70%80%90%100%20022007321Source:ChinaStatisticalYearbook,McKinsey&Co.,ChinaLightIndustryReport,Zhongyikang,Euromonitor:4.•4.•Source:McKinsey&Co.China4.•()(10)AOL135Vivendi42BSkyB22NewsCorp18Pearson9,?,...Source:ACNielsen/MindShareestimatesA.(100)0100200300400500600700800ChinaUSUKNonPeakCPMPeakCPMSource:ACNielsen0%10%20%30%40%50%60%70%80%90%100%B....Source:ACNielsen(China&US),AdvertisingStatisticsYearbook(UK),C.,?...020406080100'95'01'95'01'95'01Source:PaulKaganAssociates(US),ITC(UK),MindShareestimatesD....0%10%20%30%40%50%60%70%80%90%100%?,A.•,•••-,•,B.•:••••,,C.•?•???!!3D•.•500•28•...…