在最近我们的研究中发现了一个很值得关注的现象,许多全球性大品牌正在进行中国媒介战略的重新调整和整合,一个突出的现象是在中央电视台的广告突然增加了不少。据我分析,一个明显的原因是,很多国际品牌已经开始认识他们在中国市场的某些战略层面的不足。比如,过去许多国际品牌低估了中国广大市场的消费潜力。在它们看来,中国的很多地方都很贫穷,只有少数的沿海地区大城市才是有潜力的市场,其他地区消费者购买力弱。这是一种短视,也与事实不符,中国的富裕是全民富裕的发展过程,每个城市每个地 In our recent study, we found a phenomenon that deserves our attention. Many global big brands are undergoing readjustment and integration of China’s media strategy. One of the outstanding phenomena is the sudden increase in the number of advertisements on CCTV. One obvious reason, as I analyzed, is that many international brands are already beginning to recognize some of their strategic weaknesses in the Chinese market. For example, many international brands in the past underestimated the potential for consumption in the vast Chinese market. In their view, many parts of China are poor, with only a handful of coastal cities being potential markets and weak consumer purchasing power elsewhere. This is a short-sighted, but also inconsistent with the fact that China’s affluence is a process of development for the affluence of all the people. Each and every city