{"id":4473,"date":"2017-11-07T03:36:45","date_gmt":"2017-11-06T19:36:45","guid":{"rendered":"https:\/\/blog-staging.tenten.co\/blog\/how-internet-change-media-industry-part-1\/"},"modified":"2023-12-28T01:28:55","modified_gmt":"2023-12-27T17:28:55","slug":"how-internet-change-media-industry-part-1","status":"publish","type":"post","link":"https:\/\/tenten.co\/blog\/%e6%95%b8%e4%bd%8d%e8%a1%8c%e9%8a%b7\/%e7%a4%be%e7%be%a4%e5%aa%92%e9%ab%94\/how-internet-change-media-industry-part-1\/","title":{"rendered":"\u5168\u7403\u5a92\u9ad4\u7522\u696d\u7684\u885d\u64ca\uff08\u4e00\uff09\uff1a\u7db2\u8def\u6210\u70ba\u6700\u5927\u7684\u5ee3\u544a\u5a92\u9ad4"},"content":{"rendered":"<p>\u653e\u773c\u5168\u7403\uff0c\u4e92\u806f\u7db2\u5df2\u8d85\u8d8a\u96fb\u8996\uff0c\u6210\u70ba\u4e16\u754c\u4e0a\u6700\u5927\u5ee3\u544a\u5a92\u9ad4\u3002\u5f9e\u6392\u540d\u5c31\u53ef\u4ee5\u767c\u73fe\uff0c\u4e92\u806f\u7db2\u4e3b\u5bb0\u4e86\u5168\u7403\u5a92\u9ad4\u6295\u653e\u9810\u7b97\u7684\u6392\u884c\u699c\uff0c\u9664\u4e86 Alphabet\u3001Google \u5916\uff0c\u50cf\u767e\u5ea6\u3001\u5fae\u8edf\u3001Yahoo\u3001Verizon \u8207 Twitter \u7686\u70ba\u4e92\u806f\u7db2\u70ba\u4e3b\u7684\u5a92\u9ad4\u516c\u53f8\u3002\u9019\u4e03\u5bb6\u4e92\u806f\u7db2\u5a92\u9ad4\u516c\u53f8\u5728 2016 \u5e74\u5275\u9020\u4e86 1,338 \u5104\u7684\u5ee3\u544a\u71df\u6536\uff0c\u4f54\u6240\u6709\u4e92\u806f\u7db2\u7684 73%\uff0c\u4f54\u5168\u7403\u5a92\u9ad4\u7684 24%\u3002<\/p>\n<p><span class=\"s1\">\u4ee5\u5ee3\u544a\u6536\u76ca\u70ba\u4e3b\u8981\u71df\u6536\u4f86\u6e90\u7684\u7121\u975e\u662f\u5a92\u9ad4\u516c\u53f8\uff0c\u4e0d\u904e<\/span><span class=\"s1\">\uff0c\u96a8\u8457\u6578\u4f4d\u6642\u4ee3\u7684\u5feb\u901f\u6539\u8b8a\uff0c\u50b3\u7d71\u5a92\u9ad4\u6b63\u8003\u9a57\u8457\u5982\u4f55\u8f49\u578b\uff0c\u6578\u4f4d\u5a92\u9ad4\u516c\u53f8\u4e5f\u6301\u7e8c\u5730\u9760\u8457\u81ea\u5df1\u7684\u670d\u52d9\u5275\u9020\u66f4\u5927\u7684\u5ee3\u544a\u71df\u6536\u3002<\/span><span class=\"s1\">\u5ee3\u544a\u6642\u4ee3\u4e5f\u5df2\u5168\u9762\u6027\u7684\u5f9e\u5be6\u9ad4\u8f49\u5411\u7dda\u4e0a\uff0c\u5f9e Outbound \u8f49\u5411 Inbound\uff0c\u5be6\u9ad4\u901a\u8def\u7684\u5ba3\u50b3\u3001\u96fb\u8996\u5ee3\u544a\u7684\u653e\u9001\u5df2\u5927\u5e45\u4e0b\u964d\uff0c\u7dda\u4e0a\u62fc\u5ee3\u544a\u7684\u6642\u671f\u6b63\u5728\u767c\u751f\u3002<\/span><\/p>\n<h3>\u4e86\u89e3\u5168\u7403 30 \u5927\u5a92\u9ad4\u516c\u53f8\u524d\uff0c\u5148\u4e86\u89e3\u8fd1\u5e74\u6578\u4f4d\u5ee3\u544a\u8207\u50b3\u7d71\u5ee3\u544a\u7684\u6539\u8b8a\uff1a<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/s5.tenten.co\/2023\/12\/zenith-dec-2016.png\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/s5.tenten.co\/2023\/12\/channelgrowth-adspend-zenithoptimedia-050115.jpg\" \/><\/p>\n<p class=\"p1\">\u7531\u9019\u5169\u5f35\u5716\u8868\u5f97\u77e5\uff0c\u5168\u7403\u4f01\u696d\u5728\u6295\u653e\u5ee3\u544a\u6642\uff0c\u7dda\u4e0a\u5ee3\u544a\u5df2\u6210\u70ba\u4e3b\u8981\u6230\u5340\uff0c\u82b1\u5728\u96fb\u8996\u5ee3\u544a\u4e0a\u7684\u9810\u7b97\u5df2\u9010\u5e74\u4e0b\u964d\uff0c\u4ee5\u53f0\u7063\u800c\u8a00\uff0c\u73fe\u5728\u96fb\u8996\u5ee3\u544a\u5927\u591a\u70ba\u85e5\u54c1\u6216\u6c7d\u8eca\u7b49\uff0c\u5176\u5ba2\u7fa4\u5c6c\u65bc\u8f03\u5e74\u9577\uff0c\u4ecd\u6709\u6536\u770b\u96fb\u8996\u7684\u7fd2\u6163\u3002\u800c\u7dda\u4e0a\u5ee3\u544a\u53c8\u4ee5\u624b\u6a5f\u5ee3\u544a\u70ba\u4e3b\u8981\u5e02\u5834\uff1b\u53cd\u89c0\u96dc\u8a8c\u3001\u5831\u7d19\u7b49\uff0c\u76f8\u4fe1 18-40 \u6b72\u7684\u4f60\uff0c\u61c9\u8a72\u5df2\u7d93\u5f88\u4e45\u6c92\u770b\u5be6\u9ad4\u5831\u7d19\u6216\u96dc\u8a8c\u3002\u6bcf\u5929\u8d77\u5e8a\uff0c\u624b\u6a5f\u4e00\u6ed1\uff0c\u65b0\u805e\u5373\u6642\u63a8\u64ad\u5c31\u80fd\u8b93\u4f60\u4e86\u89e3\u5168\u7403\u7684\u65b0\u805e\u8207\u5831\u5c0e\u3002<\/p>\n<blockquote>\n<p class=\"p1\">2016 \u5e74\u81f3 2019 \u5e74\uff0c\u793e\u7fa4\u5a92\u9ad4\u548c\u7db2\u8def\u5f71\u97f3\u5ee3\u544a\u5e02\u5834\u7684\u5e74\u6210\u9577\u7387\u5206\u5225\u70ba 19.7%\u548c 16.2%\uff1b\u800c\u5831\u7d19\u3001\u96dc\u8a8c\u6b64\u985e\u50b3\u7d71\u5ee3\u544a\u5e02\u5834\u5247\u5448\u73fe\u8ca0\u6210\u9577\uff0c\u5206\u5225\u70ba -5.4% \u548c -5.8%\uff0c\u53ef\u898b\u7db2\u8def\u6642\u4ee3\u5c0d\u50b3\u7d71\u5ee3\u544a\u7522\u696d\u9020\u6210\u5f88\u5927\u7684\u885d\u64ca\u3002\u4e5f\u56e0\u70ba\u6211\u5011\u7684\u751f\u6d3b\u7fd2\u6163\u8207\u4f7f\u7528\u7fd2\u6163\u5df2\u96e2\u4e0d\u958b\u793e\u7fa4\u5a92\u9ad4\uff0c\u6240\u4ee5\u6578\u4f4d\u5ee3\u544a\u81ea\u7136\u6210\u70ba\u6700\u5927\u8d0f\u5bb6\u3002\u64da Zenith \u7d71\u8a08\uff0c\u793e\u7fa4\u5a92\u9ad4\u7684\u5ee3\u544a\u5df2\u5728\u5168\u7403\u5ee3\u544a\u4f54\u4e86 7%\uff0c\u9810\u8a08 2019 \u5e74\u4e0a\u5347\u81f3 9%\u3002<\/p>\n<\/blockquote>\n<p class=\"p1\"> ZenithOptimedia 2017 \u5e74 5\u6708\u767c\u5e03\u4e86\u300a\u5168\u7403 30 \u5927\u5a92\u9ad4\u516c\u53f8\u300b\uff08TopThirty Global Media Owners\uff09\uff0c\u7d71\u8a08\u4e86 2016 \u5e74\u5168\u7403\u6240\u6709\u5a92\u9ad4\u96c6\u5718\u5ee3\u544a\u71df\u6536\u7684\u6578\u64da\u4f5c\u70ba\u6392\u884c\uff0c\u50c5\u8a08\u7b97\u5ee3\u544a\u6536\u5165\uff0c\u4e0d\u5305\u62ec\u5176\u4ed6\u696d\u52d9\u7684\u6536\u5165\u3002<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/s5.tenten.co\/2023\/12\/Zenith-Top-30-Global-Media-Owners-May2017.png\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">\u9019\u4e9b\u5a92\u9ad4\u4e2d\uff0c\u4f60\u8ca2\u737b\u904e\u54ea\u4e9b\u5ee3\u544a\u9810\u7b97\uff1f<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u5728\u53bb\u5e74 2016 \u5e74\u4e00\u6574\u5e74\u4e2d\uff0cGoogle \u8207 Facebook \u5c31\u4f54\u4e86\u5168\u7403\u6240\u6709\u5a92\u9ad4\u5ee3\u544a\u71df\u6536\u7684 20%\uff0c\u9ad8\u65bc 2012 \u5e74\u7684 11 %\u30022012 \u5e74\u81f32016 \u5e74\uff0c\u9019\u5169\u5bb6\u516c\u53f8\u5c31\u4f54\u4e86\u5168\u7403\u5ee3\u544a\u6210\u9577\u767e\u5206\u6bd4\u4e2d\u7684 64%\u3002<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/s5.tenten.co\/2023\/12\/eMarketer-Facebook-Google-Share-US-Mobile-Ad-Revenues-2014-2017-Sept2015.png\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">\u6839\u64da\u7d71\u8a08\u7d50\u679c\uff0c<\/span><span class=\"s2\">Google <\/span><span class=\"s1\">\u6bcd\u516c\u53f8<\/span><span class=\"s2\"> Alphabet <\/span><span class=\"s1\">\u8207<\/span><span class=\"s2\"> Facebook <\/span><span class=\"s1\">\u5206\u5225\u70ba\u5168\u7403\u7b2c\u4e00\u3001\u7b2c\u4e8c\u4f4d\uff0c<\/span><span class=\"s2\">Google <\/span><span class=\"s1\">\u5728 <\/span><span class=\"s2\">2016 <\/span><span class=\"s1\">\u5e74\u7372\u5f97 <\/span><span class=\"s2\">794 <\/span><span class=\"s1\">\u5104\u7f8e\u5143\u5ee3\u544a\u71df\u6536\u3002Facebook \u5176\u5ee3\u544a\u71df\u6536\u70ba 269 \u5104\u7f8e\u5143\uff0c\u800c\u5eb7\u5361\u65af\u7279 \uff08<\/span><span class=\"s2\">Comcast<\/span><span class=\"s1\">\uff09<\/span> <span class=\"s1\">\u6392\u540d\u7b2c\u4e09\uff0c\u64c1\u6709 <\/span><span class=\"s2\">129 <\/span><span class=\"s1\">\u5104\u7f8e\u5143\u7684\u5ee3\u544a\u71df\u6536\u6210\u70ba\u6700\u5927\u7684\u50b3\u7d71\u5a92\u9ad4\u3002<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u800c\u4e9e\u6d32\u5e02\u5834\u4e2d\uff0c\u4e2d\u570b\u6709\u4e09\u5bb6\u516c\u53f8\u6210\u70ba\u524d 30\u540d\uff0c\u5176\u4e2d\u767e\u5ea6\u4f4d\u65bc\u7b2c <\/span><span class=\"s2\">4 <\/span><span class=\"s1\">\u4f4d\uff0c\u9a30\u8a0a\u6392\u540d\u7b2c<\/span><span class=\"s2\">14 <\/span><span class=\"s1\">\u540d\uff0c\u4e2d\u592e\u96fb\u8996\u53f0\uff08<\/span><span class=\"s2\">CCTV<\/span><span class=\"s1\">\uff09\u6392\u540d\u65bc\u7b2c 20 \u540d\u3002\u767e\u5ea6\u5f9e\u53bb\u5e74\u7684\u7b2c <\/span><span class=\"s2\">9 <\/span><span class=\"s1\">\u8e8d\u5347\u70ba\u7b2c <\/span><span class=\"s2\">4<\/span><span class=\"s1\">\uff0c\u5ee3\u544a\u6536\u5165\u9060\u8d85\u65bc\u9a30\u8a0a\u548c <\/span><span class=\"s2\">CCTV<\/span><span class=\"s1\">\u3002<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Verizon \u5728 2015\u5e74 \u8cb7\u4e0b\u7684 AOL \u800c\u6210\u70ba\u5a92\u9ad4\u516c\u53f8\uff0c2017 \u5e74\u6392\u540d\u7b2c 21\u540d\uff0c\u4eca\u5e74\u8cfc\u8cb7\u4e86Yahoo\uff0c\u60f3\u5fc5 2017\u5e74\u5ee3\u544a\u71df\u6536\u5c07\u6703\u5927\u5927\u7684\u589e\u52a0\u3002<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">\u6839\u64da 2016 \u6210\u9577\u6700\u5feb\u7684\u5a92\u9ad4\u662f Twitter\uff0c2012-2016 \u5e74\u671f\u9593\u5ee3\u544a\u6536\u5165\u589e\u52a0\u4e86 734%\uff0c\u9a30\u8a0a\u5247\u6210\u9577\u4e86 697%\uff0cFacebook \u7684\u6210\u9577\u901f\u5ea6\u6392\u540d\u7b2c\u4e09\uff0c\u589e\u9577 528%\u3002\u5176\u4e2d Twitter\u3001\u9a30\u8a0a\u5728\u9019\u6bb5\u671f\u9593\u898f\u6a21\u7ffb\u4e86\u5169\u500d\uff1b\u53e6\u5916\uff0c\u767e\u5ea6\u6210\u9577\u70ba 190%\u3002<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Top 30 <\/span><span class=\"s2\">\u4e2d\uff0c\u7f8e\u570b\u5a92\u9ad4\u516c\u53f8\u4f54\u4e86\u5927\u591a\u6578\uff0c\u4e3b\u8981\u77fd\u8c37\u70ba\u7db2\u8def\u5ee3\u544a\u76ee\u524d\u6700\u4e3b\u8981\u7684\u5ba2\u6236\uff0c\u4e14\u7f8e\u570b\u5ee3\u544a\u5e02\u5834\u4ecd\u7136\u70ba\u5168\u7403\u6700\u5927\uff0c\u6295\u5165\u7684\u8cc7\u91d1\u4e5f\u6700\u591a\u3002\u4e0d\u904e\u4e2d\u570b\u5e02\u5834\u5247\u4e0d\u5bb9\u5c0f\u89b7\uff0c\u7531\u4e0b\u8868\u53ef\u767c\u73fe\uff0c\u4e2d\u570b\u5728 2015-2018 \u5e74\u7684\u6210\u9577\u5df2\u5927\u65bc\u7f8e\u570b\u3002<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/s5.tenten.co\/2023\/12\/China-and-US-adspend.png\" \/><\/p>\n<h5 class=\"p1\"><span class=\"s1\">\u4e0b\u7bc7\u5c07\u70ba\u5927\u5bb6\u4ecb\u7d39\u5168\u7403\u524d TOP 30 \u5404\u5927\u5a92\u9ad4\u8fd1\u5e7e\u5e74\u76f8\u95dc\u8cc7\u8a0a\uff1a<\/span><\/h5>\n<h5 class=\"p1\"><span class=\"s1\">\u300a<\/span><a href=\"https:\/\/blog.tenten.co\/how-internet-impact-media-part2-top-30-media-company\/\">\u5168\u7403\u5a92\u9ad4\u7522\u696d\u7684\u885d\u64ca\uff08\u4e8c\uff09\uff1a\u524d 30 \u5f37\u5a92\u9ad4\u516c\u53f8\u5927\u6d17\u724c<\/a>\u300b<\/h5>\n<h5 class=\"p1\">\u5ef6\u4f38\u95b1\u8b80\uff1a<\/h5>\n<p class=\"p1\"><span class=\"s1\"><a href=\"https:\/\/www.zenithusa.com\/top-30-global-media-owners-2017\/\">Top 30 Global Media Owners 2017<span class=\"s2\"><br \/>\n<\/span><\/a><a href=\"http:\/\/www.businessinsider.com\/the-30-biggest-media-owners-in-the-world-2016-5\/#30-time-inc--287-billion-in-media-revenue-1\">The 30 biggest media companies in the world<br \/>\n<\/a><a href=\"http:\/\/www.marketing-interactive.com\/the-top-30-media-owners-in-the-world\/\">The top 30 media owners in the world<\/a><a href=\"http:\/\/www.businessinsider.com\/the-30-biggest-media-owners-in-the-world-2016-5\/#30-time-inc--287-billion-in-media-revenue-1\"><br \/>\n<\/a><\/span><a href=\"https:\/\/revealmobile.com\/\">REVEAL MOBILE<br \/>\n<\/a><a href=\"http:\/\/www.digitaltveurope.net\/637252\/ad-revenues-will-grow-despite-political-uncertainty\/\">Ad revenues will grow despite political uncertainty<\/a><br \/>\n<a href=\"https:\/\/finance.technews.tw\/2017\/10\/27\/twitter-financial-reporting-q3\/\">\u81c9\u66f8\u3001Google\u4e94\u5e74\u5438\u653664%\u7684\u5168\u7403\u5ee3\u544a<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\u4e92\u806f\u7db2\u5df2\u8d85\u8d8a\u96fb\u8996\u6210\u70ba\u4e16\u754c\u4e0a\u6700\u5927\u5ee3\u544a\u5a92\u9ad4\u3002\u5f9e\u6392\u540d\u5c31\u53ef\u4ee5\u767c\u73fe\uff0c\u4e92\u806f\u7db2\u4e3b\u5bb0\u4e86\u5168\u7403\u5a92\u9ad4\u71df\u6536\u7684\u7e3d\u4efd\u984d\uff0c\u5176\u4e2d\u6709\u4e03\u9593\u4e92\u806f\u7db2\u5a92\u9ad4\u516c\u53f8\u65bc 2016 \u5e74\u4f54\u5168\u7403\u5a92\u9ad4\u7684 24% 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