“这是最好的时代,这是最坏的时代。”狄更斯的这句话正是当前媒体和众多企业所面临的环境的真实写照。在当前媒体碎片化愈加明显,移动互联等新技术快速发展冲击下,传播环境已发生了巨大变化,往往传统媒体、广告人会陷入进退取舍、心无定数的难圈、怪圈。在客户、媒体、代理公司的合作关系中,三方都不约而同地感受到了前所未有的压力:客户推广成本高但市场增长乏力;媒体营收明显下滑,入不敷出;代理公司也自然而然地受冲击。如此,三 “This is the best era, this is the worst era. ” Dickens’s statement is precisely the current media and many businesses face a true portrayal of the environment. In the current media fragmentation is more obvious, the rapid development of new technologies such as mobile Internet impact, the transmission environment has undergone tremendous changes, often traditional media, advertising people will fall into the recession, the heart no fixed number of difficult circle, circle. In the cooperation between customers, the media and agency companies, all three parties unanimously felt the unprecedented pressure: the high cost of customer promotion but the weak market growth; the decline in media revenues and the lack of adequate income; and the fact that the agency companies are naturally affected. So, three