The Development of Advertising Management in Taiwan Financial Magazines from 1949 to 2016
广告经营是台湾财经杂志发展的关键,台湾财经杂志广告经营的发展变迁既是台湾特定社会环境下的产物,又能给海峡对岸同根同源的大陆媒体发展带来很多思考和警示。1949年至1979年是台湾财经杂志的草创时期,财经杂志以"文人办刊"为主,开始广告经营的尝试。1980年至1987年是台湾财经杂志高速发展时期,财经杂志广告经营转入企业化模式。1988年至1999年是台湾财经杂志持续快速发展时期,财经杂志完善广告经营企业化模式,拓展解严后释放的广告市场空间。2000年至2016年是台湾财经杂志平稳发展时期。财经杂志集团化、数字化广告经营,置入性行销盛行。In the different historical periods, the advertising management of Taiwan financial magazines has changed correspondingly. From 1945-1979, Taiwan financial magazines witnessed their early development and were managed by intellectuals who did not pay much attention to advertising management. Then Taiwan financial magazines prospered rapidly from 1980-1987 and the advertising management turned into enterprise management. Later Taiwan financial magazines had been in their fast development during 1988-1999. In these period management of the enterprises had been improved and they tried to explore the new advertising market space after the Martial Law. From 2000-2016, Taiwan financial magazines develop steadily and they are working collectively in advertising management. Digital communication platform has been created to enhance advertisement effects. Meanwhile product placement becomes common. The advertising management of Taiwan financial magazines has been closely related to its social environment.