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- 营销传媒上市公司五年综合动态绩效数据报告
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2022-05-11
第3529期文化产业评论
编辑 | 半岛
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2016年至2020年,信息技术突飞猛进,万物皆媒随之而来。数字科技掀起网络营销巨浪,营销市场虽三足格局尚存,但产业变革已生:基于流程信息化的传统媒体,营销通路面临触底;依托数字技术的网络媒体,流量洼地大量汇集;以线下场景为核心的城市生活圈媒体,亦在逆势崛起中持续保持高景气。五年间,A股营销传媒上市公司数量从21家增至32家,不少公司持续深化数字营销布局,在大数据分析、信息流媒体搭建、人工智能等技术应用的诸多领域叠加出拳,以此打通智媒时代全媒体营销矩阵。
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此次报告以2016年之前上市的23家营销传媒公司为样本,动态评价样本公司在五年内的综合动态总绩效及在六项细分能力指标上的表现。分众传媒以94.45的绩效值摘得营销传媒类五年综合动态总绩效排行榜桂冠。营销传媒上市公司年度综合动态绩效均值在5个子行业中的排名身处中游并保持稳定;其运营能力名列前茅,但价值规模、盈利能力、成长能力稍显逊色,市场表现、偿债能力发挥不稳。整体来看,营销传媒上市公司在绩效表现上仍有较大上升空间。
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2016-2020
营销传媒上市公司
五年综合动态绩效数据报告
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