面对中国广告市场逐渐走向成熟的态势、面对激烈广告公司淘汰赛的开始、面对新的传播环境、面对看不懂的种种新变数,一种迷茫与不安已经在业界悄悄弥漫。无疑,不知不觉中,中国的媒体经营已经进入一个全新的阶段。我把它概括为需要“策划型经营”的阶段,也就是说,过去那种误打 In the face of the gradual maturity of the advertising market in China, in the face of fierce advertising company knockout start, in the face of new communication environment and in the face of all kinds of new variables that can not be understood, a kind of confusion and anxiety has been quietly filled in the industry. Undoubtedly, unconsciously, China’s media operation has entered a completely new stage. I summarize it as a stage that requires “planning operations”, that is, the kind of past mistakes