【摘要】 广告是传媒业发展所倚赖的重要资源。基于生态位理论,采用2013—2018年数据对江苏传媒业的广告资源竞争进行实证分析。研究发现:江苏传媒业广告资源的竞争格局已经发生根本性转变。①网站已占据江苏传媒业半数以上的市场份额。②主要行业的广告投放对传统媒体的广告带动作用有所增强,而对网站的广告带动作用却大幅减弱。③网站的广告资源生态位宽度大幅提升,从"专用型"媒体转向"通用型"媒体。④传统媒体之间、网站与传统媒体之间的生态位高度重叠,广告资源竞争日益激烈。⑤网站一跃成为生态位竞争优势最强的媒体。这意味如果未来传媒业整体的广告资源不能持续增长,或者传统媒体不能主动改变广告资源的利用模式,那么互联网媒体对传统媒体的"竞争置换"效应将得以凸显,传统媒体的生存空间或将进一步恶化。更多还原

【Abstract】 Advertising is an important resource for the development of the media industry. Based on the niche theory, this paper uses data from 2013 to 2018 to make an empirical analysis of advertising resources competition in the media industry in Jiangsu province. The results show that the competition pattern of advertising resources in the media industry has changed fundamentally in Jiangsu. Firstly, the websites have accounted for more than half of the media market in Jiangsu. Secondly, the promotion for the traditional media advertising from major industries’ advertising investment has been strengthened, while for the websites advertising, the investment has been declined. Thirdly, the resources of the advertising niche have increased greatly, which leads to the transition of websites advertising from an exclusive media to a general media. Fourthly, the niches within traditional media and between websites and traditional media are highly overlapping. This means that the competition for advertising resources in the media industry is becoming increasingly fierce. Lastly, the website has become the most competitive media in advertising niche. If the overall advertising resources in the media industry cannot continue to grow in the future, or the traditional media cannot actively change its way of using advertising resources, then the"competitive replacement"effect of Internet media on traditional media will be further highlighted, and the survival space of traditional media will be narrowed.更多还原