Research on Innovation-driven Development Strategy of China’s advertising Industry
- 2014年第12期 
广告产业与国民经济具有高度关联性，广告产业是国家文化产业的重要构成，广告产业竞争力提升将有力推进国家经济发展方式转型与企业“走出去”战略实施。中国经济的快速增长、广告市场的巨大潜力以及国家激励性政策的实施，使得中国广告产业进入快速发展的战略机遇期。然而，处于战略机遇期的中国广告产业面临一些深层的结构性问题，突出表现为：广告产业对国民经济的直接贡献率有待提升，广告产业高度分散与弱小的状态亟待改善，新媒体和新营销环境下我国本土广告企业核心竞争力亟待重构，国际媒介购买集团对媒介资源的垄断影响传媒业和广告业发展，国际广告集团在中国强势并购扩张加剧广告产业外资主导倾向。由此，本文提出了我国广告产业的创新驱动发展战略，即通过制度创新、资本创新、模式创新和技术创新，提升中国广告产业竞争力。 There is high correlation between advertising industry and national economy. The advertising industry is an important component of national cultural industry. And the upgrade of advertising industry’s competitiveness will promote the transformation of national economic development model and the implementation of China’s enterprises “Going Out” strategy. The rapid growth of China’ economic, the huge development potential of advertising market, and the implementation of national incentive policies make China’s advertising industry enter into strategic opportunities stage of rapid development. However, there are many deep structural problems for China’s advertising industry: (1) the direct contribution of advertising industry for the national economy should be improved; (2) the highly fragmented and weak status of advertising industry should be changed; (3) the core competitiveness of local advertising agencies should be reconstructed in the context of new media and new marketing; (4) the monopoly of international media buying groups for media resources affect the development of China’s media industry and advertising industry; (5) the M&A of international advertising groups in China’s advertising market exacerbate the foreign-led tendency. Thus, this paper presents the innovation-driven development strategy of China’s advertising industry, that is to enhance the competitiveness of China’s advertising industry through institutional innovation, capital innovation, model innovation and technology innovation.