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1、Chinese traditional media witnessed steady progression in 2009,while online advertising outshined the others,characterizing high degree of brand penetration,high accuracy,huge target audience,etc.,and being increasingly welcomed by advertisers.,China Advertising Industry Report,2009-2010,Major Segme
2、nted Market Scale&Shares of China Advertising Industry,2009(Unit:RMB billions,%)Source:ResearchInChinaThe market size of Chinese online advertising in 2009 hit RMB20.7 billion.Among the various major network media,the online advertising revenue of Baidu ranked the first,reaching as high as RMB4.45 b
3、illion,and followed closely by Google,Sina,and Taobao which took the 2nd to 4th places,respectively.Search engines and portal websites still dominated the segmented markets of online advertising.E-business media with the representative of Taobao and video media represented by Youku and Tudou began h
4、ighlighting their values,and China online advertising market started to take on pluralistic development.,In 2009,Chinese market of radio advertising was sized by RMB13.3 billion,of which,the revenue of radio stations was RMB7.583 billion,up 4.51%compared with 2008;the market size of TV advertising t
5、urned out to be RMB114.74 billion or so,wherein,the revenue of TV station was RMB65.403 billion,an increase of 7.36%against 2008.It is estimated that the total revenue of TV advertising will see a slight decline in 2010 owing to the implementation of the Measures for Management on Radio and Televisi
6、on Broadcasting(No.61 Decree).The advertising resources of powerful TV media are even scarcer;accordingly,there will be more opportunities for product placement and soft-sell advertising.In 2009,the market size of China print media was approximately RMB91 billion,of which,the market of newspaper adv
7、ertising reached about RMB71.89 billion and that of magazine advertising RMB19.11 billion or so.The development of newspaper media is declining while that of magazine is rising.The access threshold of newspaper is quite high,competitions mainly exist in big newspapers,the profit model tends to be di
8、versified,and the profit margin is relatively narrow.On the contrary,the access threshold of magazine is comparably low,magazines of various categories have their own readers,with the profit primarily from advertising and with relatively higher profitability.In 2009,the market size of China outdoor
9、media approximated RMB41 billion.The development of large-scale outdoor billboards was restricted by policies.The rapidly growing LCD TV advertising in buses and subways replaced the LCD TV media in commercial buildings,enjoying the top advertising share of outdoor electronic screen media.Along with
10、 the development of urban transportation,media in public vehicles is more likely to become the mainstream.,With the rapid progress of 3G,the operators give top priority to develop various mobile applications including cell phone media.In early 2010,the Internet user group of China Mobile reached 233
11、 million,creating lucrative market space for wireless advertising.This report casts light on the current development and development prospect in 2010 and key media corporations of online advertising,print advertising,TV&radio advertising,outdoor advertising,and wireless advertising.,Table of Content
12、s,1 Development Environment of China Advertising Industry 1.1 Economic Development 1.2 Policies&Regulations2 Review of the Advertising Industry in 20092.1 Advertising Market Overview2.1.1 Overall Market Size 2.1.2 Change in Advertising Media Structure2.2 Current Development of Advertising Industry 2
13、.2.1 Advertising Investment of Various Industries,2009 2.2.2 Problems3 Analysis of Online Advertising Market in 20093.1 Status Quo of Online Advertising 3.2 Forecast of Market Scale,2009-20103.3 Management Pattern 3.4 Market Segmentation Trend,3.5 Chinas Brand Advertisers in 20093.6 Advantages and C
14、haracteristics3.7 Ranking of Chinas Major Media by Revenue 3.8 Sina 3.9 Sohu 3.10 Tencent 3.11 Netease4 Analysis of Search Engine Advertising Market in 20094.1 Status Quo4.2 Baidu 4.3 Google 5 Analysis of Newspaper and Periodical Advertising Market in 20095.1 Newspaper and Periodical Advertising Mar
15、ket5.2 Xinhua Media 5.3 B-Ray Media,6 Analysis of Outdoor Advertising Market in 20096.1 Status Quo and Characteristics 6.2 Beijing Bashi Media6.3 Vision China Media6.4 Air Media 6.5 Focus Media 6.6 Tulip Mega Media7 Analysis of TV Advertising Market in 20097.1 Overview 7.2 Key Industries Maintain TV
16、 Advertising 7.3 Development Trend7.4 Advertising Discrepancies of TV Stations at Various Levels in China 7.5 China Television Media(CTV Media)7.6 Gehua CATV 8 Analysis of Radio Advertising Market in 20098.1 Features of Radio Advertising8.2 Development 8.3 Typical Company Analysis-Yuan Chuan Radio A
17、dvertising,9 Analysis of Wireless Advertising Market in 2009 9.1 Development 9.2 SWOT Analysis of Cell Phone Media Advertising 9.3 Profit Analysis of Wireless Advertising 9.4 Typical Company Analysis-Linktone 10 Forecast of China Advertising Market in 2010,Selected Charts,Growth of Chinas GNP,2001-2
18、009Analysis of Chinas Fixed Assets Investment,2001-2009Growth Rate of Advertising Market,Total Volume VS GDP,2003-2010EMarket Size&Share of Top 6 Media in China Advertising Industry,2009Market Trend of China Online Advertising,2007-2010Advertisers Launching Online Hard-sell Advertisements and Quanti
19、ty of Brands,2008-2009The Namelist of Top 10 Advertisers by Advertising Expenses(TV/Newspaper/Magazine),2009Telecommunication Advertising Expenses of Top 3 Operators,2008-2009 Annual Growth Rate of 3 Types of Internet Accesses,2009China GDP Business Climate Index and Changes in the Number of Brand O
20、nline Advertisers,2009Q1-2009Q4 Market Size and Growth Rate of China Online Advertising,2005-2011EMarket Share of Major Media in China Online Advertising Market,2009Online Advertising Operating Revenue of Major Media in China Online Advertising Market,2005-2009Segmented Market Size and Growth Rate o
21、f China Online Advertising,2005-2013ELaunching Expenses of China Brand Networks,2002-2009Advertiser Quantity of China Brand Networks,2002-2009Top 20 Industries of China Brand Online Advertising by Expenses,2009Online Advertising Operating Revenue of Key Media in China Online Advertising Market,2009O
22、perating Data of Sina,2008Q4-2009Q4,Operating Data of Sohu,2009Q4-2010Q1Operating Data of Sohus Advertising Business,2006Q1-2009Q4Operating Data of Tencent,2005-2009Operating Data of Netease,2008Q4-2009Q4Advertising Operating Data of Netease,2007Q4-2009Q4Model of Factors Influencing Operating Revenu
23、e of Search Engines Market Size of China Search Engine,2002-2013EProportion of China Search Engine Market Size in Total Market Size of Online Advertising,2002-2013EOperating Revenue Proportion of China Search Engine Market,2003-2009Operating Revenue Growth of Baidu,2006Q2-2010Q1Operating Data of Bai
24、du,2009Q1-2010Q1Operating Data of Google,2009Q1-2010Q1Top 10 Newspaper Media by Advertising Expenses in China,2009Top 10 Magazine Media by Advertising Expenses in China,2009Operating Data of Xinhua Media,2007-2009Organization Chart of CTV Media Shareholders Main Business Revenue of Xinhua Media by I
25、ndustry/Product,2009Main Business Revenue of Xinhua Media by Region,2009Operating Data of B-Ray Media,2009Q1-2010Q1Advertising Share of Outdoor Video Media,2008-2009Trend of Taking Public Vehicles Operating Data of Beijing Bashi Media,2007-2010Q1Main Business Revenue of Beijing Bashi Media by Indust
26、ry/Product,2009Old Collaboration Plan of Beijing Bashi Media and Advertising AgentsNew Collaboration Plan of Beijing Bashi Media and Advertising Agents(2010-2016),Operating Data of Vision China Media,2008Q4-2009Q4Operating Data of Air Media,2008Q4-2009Q4Operating Data of Airport Digital Frame of Air
27、 Media,2008Q1-2010Q1Operating Data of Airplane Digital TV Screen of Air Media,2008Q1-2010Q1Operating Data of Airport Digital TV Screen of Air Media,2008Q1-2010Q1Operating Data of Focus Media,2008Q4-2009Q4Quantity of LED Screens in 15 Cities of Tulip Mega Media TV Population,CATV&DTV Subscriber Numbe
28、rs,2009Top 10 Brands of China TV Media by Advertising Expenses,2009Growth in Advertising Rate of Various Channels,2010(30”Version)Growth in Advertising Rate of Various Time Slots,2010(30”Version)Price Markup of CCTV Advertising Price Markup of Satellite TV Advertising Operating Data of CTV Media,200
29、7-2010Q1Organization Chart of CTV Media ShareholdersMain Business Revenue of CTV Media by Industry/Product,2009Main Business Revenue of CTV Media by Region,2009Operating Data of Gehua CATV,2007-2010Q1Business Revenue of Gehua CATV by Industry,2009National Market Share of Radio Stations at Various Levels,2009Annual Growth Rate of Top 3 Applications of Internet Access by Cell Phone,2009Operating Revenue of Linktone,2007Q1-2009Q4Operating Data of Linktone,2008Q3-2009Q3,How to Buy,
