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Time Warner Russian Language

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Анализ маркетинговых особенностей развития современной медиаиндустрии на примере анализа холдинга

Time Warner Inc.


Современная медиаиндустрия, которую компания PricewaterhouseCoopers (PwC) довольно точно охарактеризовала как «увлекательную, но не простую для осмысления» (exciting but challenging), предоставляет уникальные возможности для исследования бизнес-моделей фирм, их эволюции и трансформации в условиях революционных технологических перемен. Производя, по разным оценкам, от 2 до 4% мирового валового продукта, компании этой отрасли имеют колоссальное влияние на всю мировую экономику, выступая в качестве не только экономических единиц, но и важнейшего политического и культурного института.
Индустрия СМИ и телекоммуникаций является частью индустрии сервиса. По показателю сравнительного объема в середине 2000-х годов она стала важнейшей частью национальных экономик. Например, в США объем промышленного производства достигал 265 млрд. долларов, объем производства обрабатывающих отраслей составлял 1393, а объем индустрии сервиса 5966 млрд.
В разных странах это соотношение выражается так:
ВВП - по секторам экономики:
Германия:Cельское хозяйство: 0,8% Промышленность: 28,6% Услуги: 70,6%
Япония: Сельское хозяйство: 1,2% Промышленность: 27,3%Услуги:71,6% Великобритания: Сельское хозяйство: 0,7% Промышленность: 21,4% Услуги: 77,8%



Потребители приобретают новые привычки в условиях “новых реалий” цифровой среды.
• Сдвиг в потреблении от традиционного к цифровому контенту;
• Потребление контента в формате 24/7;
• “Медийный хаб”: множественные каналы, многообразные виды контента, многомерные впечатления;
• Появление “второго экрана”: сочетания потребления контента и обмена опытом;
• Интеллектуальные устройства – неотделимая часть потребителей;
• Личные опыт потребления переносится на рабочее место;…...

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