我国广告产业非均衡集聚格局研究

发布时间：2018-04-23 17:28

本文选题：广告产业 + 集聚　；参考：《浙江理工大学》2015年硕士论文

【摘要】：产业结构不合理、消费不足及文化逆差是我国当前亟待解决的几大问题。而这些问题的解决都有赖于广告业的“助推”作用。十八届三中全会的召开标志着我国进入了全面深化改革的阶段，文化改革发展置于整个国民经济和社会主义现代化建设的全局中。广告业作为我国文化产业和现代服务业的重要组成部分，对其研究具有重要的现实意义。我国广告业的集聚格局是非均衡的。产业集聚过程中集聚力与扩散力的博弈决定了产业非均衡是进一步加剧或者得到缓解。本文从我国广告业集聚格局的非均衡现状入手，综合地区层面、产业内部层面、行业投放层面，利用丰富的数据，深入研究了我国广告业集聚格局的非均衡及其发展。首先，在现有研究基础上，构建了广告业集聚的理论分析框架，分析了广告业地区集聚的机制以及广告业产业内部集聚、行业投放集聚与经济波动的关系，借以揭示广告业经济发展的晴雨表作用，并在此基础上提出广告业产业内部集聚的基本假设和广告业地区集聚的假说；接着，，利用我国的广告业发展数据考察了我国广告业集聚格局的非均衡现状及其发展趋势；最后，采用产业内部时间序列数据和我国省级面板数据，分别运用ARDL模型和面板数据模型对广告业产业内部集聚的基本假设和广告业地区集聚的假说进行实证检验。通过理论分析和实证研究，本文得到如下结论：（1）我国广告业发展表现出多层次的非均衡特征，具体表现为产业内部非均衡、行业投放非均衡和地区发展非均衡；（2）广告业产业内部集聚与经济波动关系显著，电视广告媒体具有逆经济周期性，而其他广告媒体则具有顺经济周期；（3）广告业行业投放集聚与经济波动关系显著，经济衰退期，广告投放会向防守型行业集聚，而经济繁荣期，周期型行业会集聚更多的广告投放；（4）广告业地区发展非均衡呈现不断加剧的状态，但中心城市的广告资源存在差异：上海是外资广告公司首选，北京集聚了更多的媒体资源，广东则是国内广告服务公司的重要选择；（5）在地区层面上，本地市场需求、知识溢出、信息化水平和政府管制均对广告业集聚具有显著的影响，本地市场需求的扩大、知识密集度的提高及信息化水平的提高均有利于广告业集聚，而政府管制的加强则不利于广告业集聚。上述研究结论可为政府部门制定广告业政策与空间规划提供科学的理论依据，本文据此提出了若干政策建议，以期充分利用广告业作为国民经济晴雨表的信号显示作用，并为实现我国广告产业区域协调发展提供借鉴。当然，由于笔者自身的学术水平有限，本文仍然存在很多不足之处，论文也在最后部分提出了本研究的局限性。
[Abstract]:Unreasonable industrial structure, insufficient consumption and cultural deficit are some problems to be solved. And the solution of these problems depends on the advertising industry's "boost" role. The convening of the third Plenary session of the 18th CPC Central Committee indicates that our country has entered the stage of comprehensive deepening reform, and the development of cultural reform has been placed in the overall situation of the whole national economy and socialist modernization construction. As an important part of Chinese cultural industry and modern service industry, advertising industry has important practical significance to its research. The agglomeration pattern of China's advertising industry is unbalanced. The game between agglomeration and diffusivity in the process of industrial agglomeration determines that industrial disequilibrium is further aggravated or alleviated. This paper starts with the unbalanced situation of the agglomeration pattern of advertising industry in our country, synthesizes the regional level, the internal level of the industry, and the industry investment level, and makes use of the abundant data to deeply study the disequilibrium and its development of the agglomeration pattern of the advertising industry in our country. First of all, on the basis of existing research, this paper constructs the theoretical analysis framework of advertising industry agglomeration, analyzes the mechanism of advertising industry agglomeration and the relationship between industrial agglomeration and economic fluctuation. In order to reveal the economic development of advertising barometer, and on the basis of this, put forward the basic assumption of industrial agglomeration within the advertising industry and the hypothesis of regional agglomeration of advertising industry. Based on the development data of China's advertising industry, this paper investigates the unbalanced situation and development trend of the agglomeration pattern of China's advertising industry. Finally, we use the internal time series data of industry and the provincial panel data of our country. ARDL model and panel data model are used to test the basic hypothesis of advertising industry's internal agglomeration and the hypothesis of advertising industry's regional agglomeration respectively. Through theoretical analysis and empirical research, this paper draws the following conclusions: 1) the development of China's advertising industry shows multi-level disequilibrium characteristics, which are manifested in the internal disequilibrium of the industry, the imbalance of industry investment and the unbalanced development of the region) the relationship between the internal agglomeration of the advertising industry and the economic fluctuation is remarkable. Television advertising media has a counter-economic periodicity, while other advertising media have the following economic cycle: the agglomeration of advertising industry has a significant relationship with economic fluctuations. During the economic recession, advertising will concentrate on the defensive industries, while in the economic boom period, The periodic industry will gather more advertisements to put in more ads.) the imbalance in the development of the advertising industry has been increasing, but there are differences in the advertising resources of the central cities: Shanghai is the first choice for foreign advertising companies, and Beijing has gathered more media resources. Guangdong, on the other hand, is an important choice for domestic advertising service companies. At the regional level, local market demand, knowledge spillover, information level and government regulation have a significant impact on the agglomeration of the advertising industry, and the expansion of local market demand. The improvement of knowledge intensity and information level is beneficial to the agglomeration of advertising industry, while the strengthening of government regulation is not conducive to the agglomeration of advertising industry. The above conclusions can provide a scientific theoretical basis for government departments to formulate advertising policies and spatial planning. Based on this, this paper puts forward some policy suggestions in order to make full use of the advertising industry as a barometer of the national economy. And for the realization of China's advertising industry regional coordinated development to provide reference. Of course, due to the limited academic level of the author, there are still many shortcomings in this paper, and the limitations of this study are also put forward in the last part of the paper.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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