{"id":55561,"date":"2021-12-07T14:00:00","date_gmt":"2021-12-07T07:00:00","guid":{"rendered":"https:\/\/www.xinwengao.com\/cn\/pr\/2021120714000055561"},"modified":"2021-12-07T17:53:46","modified_gmt":"2021-12-07T09:53:46","slug":"%e5%85%a8%e7%90%83%e5%90%84%e5%9c%b0%e4%bc%97%e4%bc%81%e4%b8%9a%e9%9c%80%e9%87%87%e5%8f%96%e8%a1%8c%e5%8a%a8%e5%ba%94%e5%af%b9%e6%b0%94%e5%80%99%e5%8f%98%e5%8c%96","status":"publish","type":"post","link":"https:\/\/www.xinwengao.com\/cn\/pr\/2021120714000055561","title":{"rendered":"\u5168\u7403\u5404\u5730\u4f17\u4f01\u4e1a\u9700\u91c7\u53d6\u884c\u52a8\u5e94\u5bf9\u6c14\u5019\u53d8\u5316"},"content":{"rendered":"<ul type=\"disc\">\n<li><i>\u65b0\u7684\u5168\u7403<\/i><i>\u8c03\u67e5\u7814\u7a76\u4e86\u5168\u7403\u9488\u5bf9\u53ef\u6301\u7eed\u6027<\/i>\u7684\u6001\u5ea6\u53ca\u8868\u73b0\u7684\u884c\u4e3a\uff0c\u4ee5\u53ca\u8fd9\u79cd\u6001\u5ea6\u548c\u884c\u4e3a\u5982\u4f55\u91cd\u65b0\u5b9a\u4e49\u4f01\u4e1a\u7684\u6c14\u5019\u884c\u52a8\u4e0e\u589e\u957f\u6218\u7565 <\/li>\n<li><i>\u5728\u4e00\u5e74\u5185\uff0c\u4e94\u5206\u4e4b\u4e09\u7684\u4eba<\/i><i>\u4eec\u5c06\u5f00\u59cb\u62b5\u5236\u672a\u79ef\u6781\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u7684\u54c1\u724c<\/i> <\/li>\n<li><i>\u8fd1\u4e00\u534a\u7684\u6d88<\/i><i>\u8d39\u8005\u51c6\u5907\u8f6c\u5411\u66f4\u52a0\u73af\u4fdd\u7684\u54c1\u724c\u4e0e\u670d\u52a1<\/i> <\/li>\n<li><i>\u6bcf<\/i><i>10<\/i><i>\u4eba\u4e2d\u5c31\u6709<\/i><i>3<\/i><i>\u4eba\u613f\u610f<\/i><i>\u4e3a\u66f4\u73af\u4fdd\u7684\u4ea7\u54c1\u4e0e\u670d\u52a1\u652f\u4ed8\u66f4\u591a\u8d39\u7528<\/i> <\/li>\n<li><i>\u7535\u901a\u56fd\u9645\uff08<\/i><i>Dentsu International<\/i><i>\uff09\u548c\u5fae<\/i><i>\u8f6f\u5e7f\u544a\u516c\u53f8\uff08<\/i><i>Microsoft Advertising<\/i><i>\uff09<\/i><i>\u53d1\u5e03\u300a\u53ef\u6301\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77\u300b\uff08<\/i><i>The Rise of Sustainable Media<\/i><i>\uff09<\/i><i>\u62a5\u544a\uff0c\u4ee5\u6b64\u53f7\u53ec\u6240\u6709\u884c\u4e1a\u63d0\u9ad8\u900f\u660e\u5ea6\u548c\u534f\u4f5c\u6027<\/i><\/li>\n<\/ul>\n<p><p>\u4f26\u65662021\u5e7412\u67087\u65e5 \/\u7f8e\u901a\u793e\/ &#8212; \u4eca\u65e5\u6700\u65b0\u53d1\u5e03\u7684\u5168\u7403\u7814\u7a76*\u663e\u793a\uff0c\u672a\u676512\u4e2a\u6708\u5185\uff0c\u5168\u740359%\u7684\u6d88\u8d39\u8005\u8ba1\u5212\u5f00\u59cb\u62b5\u5236\u672a\u79ef\u6781\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u7684\u54c1\u724c\u3002\u4eba\u4eec\u51e0\u4e4e\u4e00\u81f4\u652f\u6301\u516c\u53f8\u4e0d\u4ec5\u8981\u91c7\u53d6\u9488\u5bf9\u5730\u7403\u7684\u6b63\u786e\u63aa\u65bd\uff0c\u800c\u4e14\u9700\u8981\u4ee5\u8eab\u4f5c\u5219\u300291%\u7684\u4eba\u58eb\u5e0c\u671b\u4f17\u54c1\u724c\u5c3d\u53ef\u80fd\u5730\u660e\u786e\u5c55\u793a\u5176\u6b63\u5728\u4e3a\u5730\u7403\u548c\u73af\u5883\u505a\u51fa\u7684\u79ef\u6781\u9009\u62e9\u3002<\/p>\n<div id=\"prni_dvprnejpg9d49left\" dir=\"ltr\">   <a href=\"https:\/\/www.xinwengao.com\/cn\/wp-content\/uploads\/Dentsu_International.jpg\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" id=\"prnejpg9d49left\" title=\"The Rise of Sustainable Media is a global study into consumer attitudes and behaviours linked to sustainable consumption and advertising, and how this could redefine business strategy for corporate growth.\" border=\"0\" alt=\"The Rise of Sustainable Media is a global study into consumer attitudes and behaviours linked to sustainable consumption and advertising, and how this could redefine business strategy for corporate growth.\" align=\"middle\" src=\"https:\/\/www.xinwengao.com\/cn\/wp-content\/uploads\/Dentsu_International.jpg\" \/><\/a>   <br \/>   <span>The Rise of Sustainable Media is a global study into consumer attitudes and behaviours linked to sustainable consumption and advertising, and how this could redefine business strategy for corporate growth.<\/span>  <\/div>\n<p>\u8c03\u67e5\u7ed3\u679c\u662f\u7535\u901a\u56fd\u9645\u548c\u5fae\u8f6f\u5e7f\u544a\u516c\u53f8\u4e00\u9879\u65b0\u7684\u5168\u7403\u7814\u7a76\u7684\u4e00\u90e8\u5206\uff0c\u65e8\u5728\u7814\u7a76\u6d88\u8d39\u8005\u5bf9\u53ef\u6301\u7eed\u6d88\u8d39\u4e0e\u5a92\u4f53\u4f7f\u7528\u76f8\u5173\u95ee\u9898\u7684\u8ba4\u77e5\u5ea6\u53ca\u53c2\u4e0e\u5ea6\u3002\u6765\u81ea\u4e16\u754c19\u4e2a\u56fd\u5bb6\u548c\u5730\u533a\u76842.4\u4e07\u4f59\u4eba\u53c2\u4e0e\u4e86\u8fd9\u9879\u7814\u7a76\uff0c\u5728\u9898\u4e3a<i>\u300a\u53ef\u6301<\/i><i>\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77\u300b\uff08<\/i><i>The Rise of Sustainable Media<\/i><i>\uff09\u7684\u65b0\u6458\u8981<\/i><i>\u62a5\u544a\u4e2d\u63a2\u8ba8\u4e86\u4e00\u4e9b\u5173\u952e\u6210\u679c\u3002<\/i><\/p>\n<p>\u79ef\u6781\u63a5\u53d7\u66f4\u53ef\u6301\u7eed\u751f\u6d3b\u65b9\u5f0f\u7684\u610f\u613f\u4e0e\u613f\u671b\u5df2\u7ecf\u6210\u4e3a\u4e3b\u6d41\uff0c87%\u63a5\u53d7\u8c03\u67e5\u7684\u4eba\u58eb\u8868\u793a\u4ed6\u4eec\u60f3\u505a\u66f4\u591a\u7684\u5de5\u4f5c\u6765\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u3002\u4e8b\u5b9e\u4e0a\uff0c\u6c14\u5019\u53d8\u5316\u662f\u6d88\u8d39\u8005\u6700\u666e\u904d\u5173\u6ce8\u7684\u95ee\u9898\uff0c\u5176\u6b21\u662f\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\uff0885%\uff09\u3001\u670b\u53cb\u53ca\u5bb6\u4eba\u7684\u5065\u5eb7\uff0879%\uff09\u548c\u751f\u6d3b\u6210\u672c\uff0876%\uff09\u3002**<\/p>\n<p>\u968f\u7740\u6c14\u5019\u53d8\u5316\u6210\u4e3a\u6700\u4ee4\u4eba\u62c5\u5fe7\u7684\u95ee\u9898\uff0c\u8fd1\u4e00\u534a\uff0845%\uff09\u7684\u4eba\u58eb\u8868\u793a\u4ed6\u4eec\u5c06\u8003\u8651\u9009\u62e9\u66f4\u52a0\u7eff\u8272\u6216\u66f4\u52a0\u73af\u4fdd\u7684\u66ff\u4ee3\u54c1\u724c\u3001\u516c\u53f8\u6216\u670d\u52a1\u3002\u6b64\u5916\uff0c30%\u7684\u53d7\u8bbf\u8005\u8868\u793a\u4ed6\u4eec\u613f\u610f\u4e3a\u63d0\u4f9b\u66f4\u73af\u4fdd\u66ff\u4ee3\u54c1\u7684\u54c1\u724c\u652f\u4ed8\u66f4\u591a\u8d39\u7528\u3002<\/p>\n<p>\u7136\u800c\uff0c\u8bb8\u591a\u6d88\u8d39\u8005\u4e0d\u77e5\u9053\u4ece\u54ea\u91cc\u5f00\u59cb\u505a\u8d77\uff0c\u5e76\u4e3a\u5404\u79cd\u9009\u62e9\u548c\u76f8\u4e92\u77db\u76fe\u7684\u4fe1\u606f\u6240\u56f0\u6270\uff1a84%\u7684\u6d88\u8d39\u8005\u8868\u793a\uff0c\u5f88\u96be\u4e86\u89e3\u54c1\u724c\u548c\u516c\u53f8\u662f\u5426\u771f\u6b63\u505a\u5230\u4e86\u73af\u4fdd\u3002\u4e3a\u4e86\u5e2e\u52a9\u89e3\u51b3\u8fd9\u4e00\u6f5c\u5728\u7684\u865a\u5047\u4fe1\u606f\u56f0\u5883\uff0c42%\u7684\u4eba\u58eb\u8ba4\u4e3a\u516c\u53f8\u5e94\u8be5\u63d0\u4f9b\u6709\u5173\u5176\u4ea7\u54c1\u4e0e\u5e7f\u544a\u7eff\u8272\u8db3\u8ff9\u7684\u53ef\u6bd4\u6027\u6e05\u6670\u4fe1\u606f\uff0c\u4ee5\u4f7f\u5176\u66f4\u52a0\u73af\u4fdd\u3002<\/p>\n<p><b>\u7535\u901a\u56fd\u9645\u5a92\u4f53\u548c\u5168\u7403\u5ba2\u6237\u90e8\u5168\u7403\u9996\u5e2d\u6267\u884c\u5b98<\/b><b>Peter Huijboom<\/b><b>\u5bf9\u6b64\u8bc4\u8bba\u9053\uff1a<\/b><b>\u201c<\/b><b>\u6211<\/b><b>\u4eec\u5728\u7814\u7a76\u4e2d\u53d1\u73b0\u7684\u5ba2\u6237\u884c\u4e3a\u548c\u6f5c\u5728\u7684\u62b5\u5236\u884c\u52a8\u5b8c\u5168\u662f\u57fa\u4e8e\u6d88\u8d39\u8005\u5bf9\u516c\u53f8\u53ca\u5176\u884c\u4e3a\u7684\u770b\u6cd5\uff0c\u4f46\u4e0d\u4e00\u5b9a\u5b8c\u5168\u7b26\u5408\u771f\u5b9e\u60c5\u51b5\u3002<\/b>\u6211\u4eec\u77e5\u9053\uff0c\u8bb8\u591a\u7ec4\u7ec7\u5df2\u7ecf\u79ef\u6781\u91c7\u53d6\u6c14\u5019\u53d8\u5316\u76f8\u5173\u884c\u52a8\u3002\u4f5c\u4e3a\u8425\u9500\u4e13\u5bb6\uff0c\u6211\u4eec\u6709\u8d23\u4efb\u6307\u5bfc\u4f01\u4e1a\uff0c\u5e2e\u52a9\u4f01\u4e1a\u6559\u80b2\u548c\u544a\u77e5\u5ba2\u6237\uff0c\u4ee5\u4fbf\u8ba9\u4ed6\u4eec\u601d\u8003\u3001\u611f\u53d7\u548c\u91c7\u53d6\u4e0d\u540c\u7684\u884c\u52a8\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u8425\u9500\u548c\u5e7f\u544a\u884c\u4e1a\u4e5f\u53ef\u4ee5\u53d1\u6325\u5173\u952e\u4f5c\u7528\u3002\u6211\u4eec\u9700\u8981\u5207\u5b9e\u5f00\u5c55\u5408\u4f5c\uff0c\u901a\u8fc7\u53ef\u6301\u7eed\u7684\u5a92\u4f53\u4f20\u64ad\u8fd9\u4e9b\u4fe1\u606f\uff0c\u771f\u6b63\u53d1\u6325\u4f5c\u7528\u3002\u201d<\/p>\n<p>\u5230\u76ee\u524d\u4e3a\u6b62\uff0c\u5a92\u4f53\u6295\u653e\u548c\u5e7f\u544a\u6d88\u8d39\u5c1a\u672a\u4e0e\u516c\u4f17\u773c\u4e2d\u7684\u78b3\u6392\u653e\u5efa\u7acb\u5145\u5206\u8054\u7cfb\uff1a&nbsp;<\/p>\n<ul type=\"disc\">\n<li>\u53ea\u6709\u5927\u7ea6\u4e03\u5206\u4e4b\u4e00\uff0815%\uff09\u7684\u4eba\u58eb\u8ba4\u4e3a\u6d4f\u89c8\u7f51\u7edc\u5bf9\u6c14\u5019\u53d8\u5316\u6709\u8d1f\u9762\u5f71\u54cd&nbsp; <\/li>\n<li>\u53ea\u670917%\u7684\u4eba\u58eb\u8ba4\u4e3a\u770b\u7535\u89c6\u4f1a\u5bfc\u81f4\u78b3\u6392\u653e\uff0c14%\u7684\u4eba\u58eb\u8ba4\u4e3a\u73a9\u6e38\u620f\u548c11%\u7684\u4eba\u58eb\u8ba4\u4e3a\u4f7f\u7528\u6d41\u5a92\u4f53\u4e5f\u4f1a\u4ea7\u751f\u6b64\u7c7b\u5f71\u54cd<\/li>\n<\/ul>\n<p>\u5728\u90a3\u4e9b\u8ba4\u4e3a\u5e7f\u544a\u6295\u653e\u4e0e\u6d88\u8d39\u5177\u6709\u8d1f\u9762\u73af\u5883\u5f71\u54cd\u7684\u4eba\u7fa4\u4e2d\uff0c\u56db\u5206\u4e4b\u4e00\uff0814%\uff09\u7684\u4eba\u58eb\u58f0\u79f0\u5df2\u7ecf\u5c31\u5176\u4e0e\u8fd9\u4e9b\u54c1\u724c\u7684\u4e92\u52a8\u65b9\u5f0f\u91c7\u53d6\u4e86\u884c\u52a8\u3002\u5168\u7403\u8d85\u8fc7\u56db\u5206\u4e4b\u4e09\uff0877%\uff09\u7684\u4eba\u58eb\u8868\u793a\uff0c\u5728\u4e94\u5e74\u5185\uff0c\u4ed6\u4eec\u53ea\u60f3\u5bf9\u91c7\u7528\u7eff\u8272\u548c\u53ef\u6301\u7eed\u5e7f\u544a\u7684\u54c1\u724c\u8fdb\u884c\u6d88\u8d39\u3002<\/p>\n<p>\u4e8b\u5b9e\u4e0a\uff0c\u5173\u4e8e\u54ea\u4e9b\u65b9\u9762\u5e94\u8be5\u5bf9\u76ee\u524d\u7684\u5e7f\u544a\u65b9\u5f0f\u51cf\u78b3\u627f\u62c5\u66f4\u5927\u8d23\u4efb\uff0c\u6d88\u8d39\u8005\u8ba4\u4e3a\u653f\u5e9c\uff0851%\uff09\u3001\u4f01\u4e1a\/\u54c1\u724c\uff0843%\uff09\u548c\u5e7f\u544a\u884c\u4e1a\uff0841%\uff09\u5e94\u8be5\u627f\u62c5\u6bd4\u4ed6\u4eec\u81ea\u8eab\uff0836% \uff09\u66f4\u5927\u7684\u8d23\u4efb\u3002\u4f46\u662f\uff0c\u8fd9\u4e2a\u76ee\u6807\u4e0d\u53ef\u80fd\u5355\u72ec\u5b9e\u73b0\uff0c\u6bcf\u4e2a\u4eba\u90fd\u5e94\u8be5\u53d1\u6325\u81ea\u8eab\u4f5c\u7528\u3002<\/p>\n<p>\u8fd9\u9879\u7814\u7a76\u8868\u660e\uff0c\u5404\u56fd\u653f\u5e9c\u3001\u4f01\u4e1a\u548c\u8425\u9500\u5546\u5728\u56f4\u7ed5\u8fd9\u4e00\u4e3b\u9898\u91cd\u65b0\u5b89\u6392\u5bf9\u8bdd\u65b9\u9762\u6240\u5269\u7684\u65f6\u95f4\u4e0d\u591a\uff0c\u56e0\u4e3a\u5e74\u8f7b\u7684\u6d88\u8d39\u8005\u548c\u4ee3\u9645\u5206\u88c2\u5728\u63a8\u52a8\u8fd9\u79cd\u89c2\u5ff5\u7684\u8f6c\u53d8\uff1a45%\u7684\u5a74\u513f\u6f6e\u65f6\u671f\u4eba\u58eb\u8ba4\u4e3a\u6d88\u8d39\u5e7f\u544a\u5bf9\u73af\u5883\u4e0d\u5229\uff0c\u800c\u6301\u8fd9\u79cd\u89c2\u70b9\u7684Z\u4e16\u4ee3\u6bd4\u4f8b\u5219\u4e3a71%\uff0c\u5343\u79a7\u4e00\u4ee3\u6bd4\u4f8b\u4e3a73%\u3002\u66f4\u5e74\u8f7b\u4eba\u7fa4\u5bf9\u66f4\u5e7f\u6cdb\u73af\u5883\u95ee\u9898\u7684\u6df1\u523b\u8ba4\u8bc6\u4e0e\u5173\u5207\uff0c\u52a0\u4e0a\u516c\u4f17\u901a\u8fc7\u8054\u5408\u56fd\u6c14\u5019\u53d8\u5316\u4f1a\u8bae\uff08COP26\uff09\u7b49\u5168\u7403\u6d3b\u52a8\u65e5\u76ca\u5173\u6ce8\u6c14\u5019\u53d8\u5316\uff0c\u8bf4\u660e\u4eba\u4eec\u7684\u73af\u4fdd\u610f\u8bc6\u53ef\u80fd\u4f1a\u8fc5\u901f\u63d0\u9ad8\u3002<\/p>\n<p><b>\u5fae<\/b><b>\u8f6f\u5e7f\u544a\u54c1\u724c\u9ad8\u7ea7\u603b\u76d1<\/b><b><span class=\"xn-person\">John Cosley<\/span><\/b><b>\u8865\u5145\u9053\uff1a<\/b><b>\u201c<\/b><b>\u4f5c<\/b><b>\u4e3a\u8425\u9500\u5546\uff0c\u6211\u4eec\u770b\u5230\u4e86\u4ef7\u503c\u89c2\u5982\u4f55\u521b\u9020\u4e1a\u52a1\u4ef7\u503c\uff0c\u4f46\u901a\u8fc7\u8fd9\u9879\u7814\u7a76\uff0c\u6211\u4eec\u5e0c\u671b\u4ee5\u66f4\u5927\u7684\u4f53\u91cf\u6765\u5c55\u793a\u5176\u91cd\u8981\u610f\u4e49\u3002<\/b>&nbsp;\u8fd9\u9879\u8054\u5408\u7814\u7a76\u5e2e\u52a9\u6211\u4eec\u4e86\u89e3\u5e76\u544a\u77e5\u5168\u7403\u4f01\u4e1a\u5a92\u4f53\u4f9b\u5e94\u94fe\u4e2d\u9488\u5bf9\u78b3\u6392\u653e\u7684\u8ba4\u8bc6\u4e0e\u6001\u5ea6\uff0c\u53ca\u5176\u5bf9\u5730\u7403\u3001\u5ba2\u6237\u884c\u4e3a\u548c\u8d2d\u4e70\u610f\u613f\u7684\u76f8\u5e94\u5f71\u54cd\u3002\u968f\u7740\u4eba\u4eec\u6001\u5ea6\u7684\u8fc5\u901f\u8f6c\u53d8\u548c\u5e2e\u52a9\u5e94\u5bf9\u6c14\u5019\u7d27\u6025\u60c5\u51b5\u65b9\u9762\u7684\u538b\u529b\u4e0d\u65ad\u589e\u52a0\uff0c\u6bcf\u5bb6\u8425\u9500\u5546\u90fd\u6709\u673a\u4f1a\u52a9\u529b\u5b9e\u73b0\u884c\u4e1a\u8303\u56f4\u5185\u7684\u5feb\u901f\u53d8\u5316\u3002\u201d<\/p>\n<p>\u56fd\u9645\u5e7f\u544a\u4e0e\u5a92\u4f53\u884c\u4e1a\u5df2\u7ecf\u5728\u4f20\u7edf\u5a92\u4f53\u8131\u78b3\u65b9\u9762\u53d6\u5f97\u8fdb\u5c55\uff0c\u5e76\u7ee7\u7eed\u63a2\u7d22\u5982\u4f55\u5728\u6570\u5b57\u5a92\u4f53\u7684\u5236\u4f5c\u3001\u50a8\u5b58\u3001\u4f20\u64ad\u548c\u6d88\u8d39\u65b9\u5f0f\u4e2d\u52a0\u901f\u51cf\u6392\u3002\u4f8b\u5982\uff0c\u5c06\u6570\u5b57\u652f\u51fa\u8f6c\u5411\u4f4e\u78b3\/\u65e0\u78b3\u63d0\u4f9b\u5546\uff0c\u7f29\u77ed\u4ece\u6570\u636e\u4e2d\u5fc3\u5230\u53d7\u4f17\u7684\u4f20\u8f93\u8fc7\u7a0b\uff0c\u4f7f\u7528\u56de\u6536\u7eb8\u5236\u4f5c\u6237\u5916\u5e7f\u544a\u6d77\u62a5\uff0c\u5728\u58c1\u9970\u4e2d\u4f7f\u7528\u201c\u6d88\u78b3\u201d\u6d82\u6599\uff0c\u4ee5\u53ca\u5728\u63d0\u4f9b\u78b3\u6392\u653e\u62b5\u6d88\u7684\u5e73\u53f0\u4e0a\u7eb3\u5165\u641c\u7d22\u652f\u51fa\u8981\u7d20\u3002<\/p>\n<p>\u7136\u800c\uff0c\u786e\u4fdd\u53d6\u5f97\u6709\u610f\u4e49\u8fdb\u5c55\u7684\u5173\u952e\u662f\u5c06\u6574\u4e2a\u5a92\u4f53\u751f\u6001\u7cfb\u7edf\u805a\u96c6\u5728\u4e00\u8d77\uff0c\u4fdd\u8bc1\u8bc4\u4f30\u51c6\u786e\u4e14\u900f\u660e\uff0c\u5e76\u62a5\u544a\u5a92\u4f53\u5185\u5bb9\u5728\u6574\u4e2a\u5e7f\u544a\u751f\u547d\u5468\u671f\u5185\u771f\u6b63\u53d1\u6325\u7684\u78b3\u6392\u653e\u5f71\u54cd\uff0c&nbsp;\u4ece\u800c\u4e3a\u4f01\u4e1a\u5728\u5176\u4f9b\u5e94\u94fe\u4e2d\u8fdb\u884c\u5a92\u4f53\u5e7f\u544a\u63d0\u4f9b\u4e00\u9879\u6709\u5229\u4e8e\u51cf\u78b3\u7684\u6e05\u6670\u9009\u62e9\u3002<\/p>\n<p><i>\u53ef\u6301<\/i><i>\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77<\/i>\u662f\u4e00\u9879\u5168\u7403\u6027\u7814\u7a76\uff0c\u63a2\u8ba8\u6d88\u8d39\u8005\u9488\u5bf9\u53ef\u6301\u7eed\u6d88\u8d39\u4e0e\u5e7f\u544a\u7684\u6001\u5ea6\u53ca\u8868\u73b0\u7684\u884c\u4e3a\uff0c\u4ee5\u53ca\u8fd9\u79cd\u6001\u5ea6\u548c\u884c\u4e3a\u5982\u4f55\u91cd\u65b0\u5b9a\u4e49\u4f01\u4e1a\u589e\u957f\u7684\u4e1a\u52a1\u6218\u7565\u3002\u5982\u9700\u4e86\u89e3\u66f4\u591a\u4fe1\u606f\u548c\u67e5\u770b\u672c\u7814\u7a76\u7684\u66f4\u591a\u7ed3\u679c\u53ca\u5206\u6790\uff0c\u8bf7\u901a\u8fc7\u4ee5\u4e0b\u7f51\u5740\u514d\u8d39\u4e0b\u8f7d\u62a5\u544a\u526f\u672c\uff1a<b><a target=\"_blank\" href=\"https:\/\/sustainablemedia.dentsu.com\/?utm_source=Editorial&amp;utm_medium=Prelease&amp;utm_campaign=RiseOfSustainableMedia&amp;utm_id=PR21\" rel=\"nofollow noopener\">sustaeablemedia.dentsu.com<\/a><\/b><\/p>\n<p><b>\u7f16\u8005\u987b\u77e5<\/b><b><br \/>*<\/b>2021\u5e748\u6708\uff0c\u7535\u901a\u56fd\u9645\u548c\u5fae\u8f6f\u5e7f\u544a\u59d4\u6258Opinium\u5bf919\u4e2a\u56fd\u5bb6\u548c\u5730\u533a\u76842.4\u4e07\u4f59\u540d\u6210\u5e74\u4eba\u8fdb\u884c\u4e86\u72ec\u7acb\u7814\u7a76\uff0c\u5f62\u6210\u300a\u53ef\u6301\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77\u300b\u62a5\u544a\u3002\u5982\u65e0\u7279\u522b\u8bf4\u660e\uff0c\u672c\u6587\u4ef6\u4e2d\u5f15\u7528\u7684\u6240\u6709\u6570\u5b57\u5747\u6765\u81ea\u6b64\u9879\u7814\u7a76\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u65b0\u7684\u5168\u7403\u8c03\u67e5\u7814\u7a76\u4e86\u5168\u7403\u9488\u5bf9\u53ef\u6301\u7eed\u6027\u7684\u6001\u5ea6\u53ca\u8868\u73b0\u7684\u884c\u4e3a\uff0c\u4ee5\u53ca\u8fd9\u79cd\u6001\u5ea6\u548c\u884c\u4e3a\u5982\u4f55\u91cd\u65b0\u5b9a\u4e49\u4f01\u4e1a\u7684\u6c14\u5019\u884c\u52a8\u4e0e\u589e\u957f\u6218\u7565 \u5728\u4e00\u5e74\u5185\uff0c\u4e94\u5206\u4e4b\u4e09\u7684\u4eba\u4eec\u5c06\u5f00\u59cb\u62b5\u5236\u672a\u79ef\u6781\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u7684\u54c1\u724c \u8fd1\u4e00\u534a\u7684\u6d88\u8d39\u8005\u51c6\u5907\u8f6c\u5411\u66f4\u52a0\u73af\u4fdd\u7684\u54c1\u724c\u4e0e\u670d\u52a1 \u6bcf10\u4eba\u4e2d\u5c31\u67093\u4eba\u613f\u610f\u4e3a\u66f4\u73af\u4fdd\u7684\u4ea7\u54c1\u4e0e\u670d\u52a1\u652f\u4ed8\u66f4\u591a\u8d39\u7528 \u7535\u901a\u56fd\u9645\uff08Dentsu International\uff09\u548c\u5fae\u8f6f\u5e7f\u544a\u516c\u53f8\uff08Microsoft Advertising\uff09\u53d1\u5e03\u300a\u53ef\u6301\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77\u300b\uff08The Rise of Sustainable Media\uff09\u62a5\u544a\uff0c\u4ee5\u6b64\u53f7\u53ec\u6240\u6709\u884c\u4e1a\u63d0\u9ad8\u900f\u660e\u5ea6\u548c\u534f\u4f5c\u6027 \u4f26\u65662021\u5e7412\u67087\u65e5 \/\u7f8e\u901a\u793e\/ &#8212; \u4eca\u65e5\u6700\u65b0\u53d1\u5e03\u7684\u5168\u7403\u7814\u7a76*\u663e\u793a\uff0c\u672a\u676512\u4e2a\u6708\u5185\uff0c\u5168\u740359%\u7684\u6d88\u8d39\u8005\u8ba1\u5212\u5f00\u59cb\u62b5\u5236\u672a\u79ef\u6781\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u7684\u54c1\u724c\u3002\u4eba\u4eec\u51e0\u4e4e\u4e00\u81f4\u652f\u6301\u516c\u53f8\u4e0d\u4ec5\u8981\u91c7\u53d6\u9488\u5bf9\u5730\u7403\u7684\u6b63\u786e\u63aa\u65bd\uff0c\u800c\u4e14\u9700\u8981\u4ee5\u8eab\u4f5c\u5219\u300291%\u7684\u4eba\u58eb\u5e0c\u671b\u4f17\u54c1\u724c\u5c3d\u53ef\u80fd\u5730\u660e\u786e\u5c55\u793a\u5176\u6b63\u5728\u4e3a\u5730\u7403\u548c\u73af\u5883\u505a\u51fa\u7684\u79ef\u6781\u9009\u62e9\u3002 The Rise of Sustainable Media is a global study into consumer attitudes and behaviours linked to sustainable consumption and advertising, and how this could redefine business strategy for corporate growth. \u8c03\u67e5\u7ed3\u679c\u662f\u7535\u901a\u56fd\u9645\u548c\u5fae\u8f6f\u5e7f\u544a\u516c\u53f8\u4e00\u9879\u65b0\u7684\u5168\u7403\u7814\u7a76\u7684\u4e00\u90e8\u5206\uff0c\u65e8\u5728\u7814\u7a76\u6d88\u8d39\u8005\u5bf9\u53ef\u6301\u7eed\u6d88\u8d39\u4e0e\u5a92\u4f53\u4f7f\u7528\u76f8\u5173\u95ee\u9898\u7684\u8ba4\u77e5\u5ea6\u53ca\u53c2\u4e0e\u5ea6\u3002\u6765\u81ea\u4e16\u754c19\u4e2a\u56fd\u5bb6\u548c\u5730\u533a\u76842.4\u4e07\u4f59\u4eba\u53c2\u4e0e\u4e86\u8fd9\u9879\u7814\u7a76\uff0c\u5728\u9898\u4e3a\u300a\u53ef\u6301\u7eed\u5a92\u4f53\u7684\u5d1b\u8d77\u300b\uff08The Rise of Sustainable Media\uff09\u7684\u65b0\u6458\u8981\u62a5\u544a\u4e2d\u63a2\u8ba8\u4e86\u4e00\u4e9b\u5173\u952e\u6210\u679c\u3002 \u79ef\u6781\u63a5\u53d7\u66f4\u53ef\u6301\u7eed\u751f\u6d3b\u65b9\u5f0f\u7684\u610f\u613f\u4e0e\u613f\u671b\u5df2\u7ecf\u6210\u4e3a\u4e3b\u6d41\uff0c87%\u63a5\u53d7\u8c03\u67e5\u7684\u4eba\u58eb\u8868\u793a\u4ed6\u4eec\u60f3\u505a\u66f4\u591a\u7684\u5de5\u4f5c\u6765\u5e94\u5bf9\u6c14\u5019\u53d8\u5316\u3002\u4e8b\u5b9e\u4e0a\uff0c\u6c14\u5019\u53d8\u5316\u662f\u6d88\u8d39\u8005\u6700\u666e\u904d\u5173\u6ce8\u7684\u95ee\u9898\uff0c\u5176\u6b21\u662f\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\uff0885%\uff09\u3001\u670b\u53cb\u53ca\u5bb6\u4eba\u7684\u5065\u5eb7\uff0879%\uff09\u548c\u751f\u6d3b\u6210\u672c\uff0876%\uff09\u3002** \u968f\u7740\u6c14\u5019\u53d8\u5316\u6210\u4e3a\u6700\u4ee4\u4eba\u62c5\u5fe7\u7684\u95ee\u9898\uff0c\u8fd1\u4e00\u534a\uff0845%\uff09\u7684\u4eba\u58eb\u8868\u793a\u4ed6\u4eec\u5c06\u8003\u8651\u9009\u62e9\u66f4\u52a0\u7eff\u8272\u6216\u66f4\u52a0\u73af\u4fdd\u7684\u66ff\u4ee3\u54c1\u724c\u3001\u516c\u53f8\u6216\u670d\u52a1\u3002\u6b64\u5916\uff0c30%\u7684\u53d7\u8bbf\u8005\u8868\u793a\u4ed6\u4eec\u613f\u610f\u4e3a\u63d0\u4f9b\u66f4\u73af\u4fdd\u66ff\u4ee3\u54c1\u7684\u54c1\u724c\u652f\u4ed8\u66f4\u591a\u8d39\u7528\u3002 \u7136\u800c\uff0c\u8bb8\u591a\u6d88\u8d39\u8005\u4e0d\u77e5\u9053\u4ece\u54ea\u91cc\u5f00\u59cb\u505a\u8d77\uff0c\u5e76\u4e3a\u5404\u79cd\u9009\u62e9\u548c\u76f8\u4e92\u77db\u76fe\u7684\u4fe1\u606f\u6240\u56f0\u6270\uff1a84%\u7684\u6d88\u8d39\u8005\u8868\u793a\uff0c\u5f88\u96be\u4e86\u89e3\u54c1\u724c\u548c\u516c\u53f8\u662f\u5426\u771f\u6b63\u505a\u5230\u4e86\u73af\u4fdd\u3002\u4e3a\u4e86\u5e2e\u52a9\u89e3\u51b3\u8fd9\u4e00\u6f5c\u5728\u7684\u865a\u5047\u4fe1\u606f\u56f0\u5883\uff0c42%\u7684\u4eba\u58eb\u8ba4\u4e3a\u516c\u53f8\u5e94\u8be5\u63d0\u4f9b\u6709\u5173\u5176\u4ea7\u54c1\u4e0e\u5e7f\u544a\u7eff\u8272\u8db3\u8ff9\u7684\u53ef\u6bd4\u6027\u6e05\u6670\u4fe1\u606f\uff0c\u4ee5\u4f7f\u5176\u66f4\u52a0\u73af\u4fdd\u3002 \u7535\u901a\u56fd\u9645\u5a92\u4f53\u548c\u5168\u7403\u5ba2\u6237\u90e8\u5168\u7403\u9996\u5e2d\u6267\u884c\u5b98Peter Huijboom\u5bf9\u6b64\u8bc4\u8bba\u9053\uff1a\u201c\u6211\u4eec\u5728\u7814\u7a76\u4e2d\u53d1\u73b0\u7684\u5ba2\u6237\u884c\u4e3a\u548c\u6f5c\u5728\u7684\u62b5\u5236\u884c\u52a8\u5b8c\u5168\u662f\u57fa\u4e8e\u6d88\u8d39\u8005\u5bf9\u516c\u53f8\u53ca\u5176\u884c\u4e3a\u7684\u770b\u6cd5\uff0c\u4f46\u4e0d\u4e00\u5b9a\u5b8c\u5168\u7b26\u5408\u771f\u5b9e\u60c5\u51b5\u3002\u6211\u4eec\u77e5\u9053\uff0c\u8bb8\u591a\u7ec4\u7ec7\u5df2\u7ecf\u79ef\u6781\u91c7\u53d6\u6c14\u5019\u53d8\u5316\u76f8\u5173\u884c\u52a8\u3002\u4f5c\u4e3a\u8425\u9500\u4e13\u5bb6\uff0c\u6211\u4eec\u6709\u8d23\u4efb\u6307\u5bfc\u4f01\u4e1a\uff0c\u5e2e\u52a9\u4f01\u4e1a\u6559\u80b2\u548c\u544a\u77e5\u5ba2\u6237\uff0c\u4ee5\u4fbf\u8ba9\u4ed6\u4eec\u601d\u8003\u3001\u611f\u53d7\u548c\u91c7\u53d6\u4e0d\u540c\u7684\u884c\u52a8\u3002&hellip; <a class=\"read-more\" href=\"https:\/\/www.xinwengao.com\/cn\/pr\/2021120714000055561\">Read 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