重庆广告产业集群发展的研究

发布时间：2017-12-28 06:32

本文关键词：重庆广告产业集群发展的研究　出处：《重庆工商大学》2016年硕士论文　论文类型：学位论文

【摘要】：我国广告产业自1979年恢复发展以来,经历30多年取得了骄人的成绩,成为经济发展新的增长点,经过不断探索,广告产业逐渐向集群方向发展。为了更好地促进广告产业发展,2012年,首批国家广告产业园诞生,国家工商行政管理总局为9个国家级广告产业园授牌,由此陆续展开了国内大规模的广告产业园建设。在重庆,广告产业的发展主要集中在主城渝中区、九龙坡区、北部新区等市中心,2013年年末,重庆广告产业园正式成立,开启了重庆广告产业集群发展的序幕。产业集群发展是产业发展到一定程度和规模的必然趋势,重庆广告产业的发展已经开始了这一趋势,因此对重庆广告产业的集群研究十分必要。目前,几乎没有针对重庆广告产业集群发展的研究,本文在进行大量相关研究成果阅读的基础上,通过实地调研重庆广告产业园,系统了分析了重庆广告产业发展和重庆广告产业集群发展的现状,在此基础上论述了其存在的问题,最后提出了推动重庆广告产业发展的策略。本文写作主要框架构成如下:第1章绪论,中国广告产业的快速与重庆广告产业发展滞后形成鲜明对比,由此产生了本文的研究背景,通过研究找出问题产生的原因并提出对策,从而促进重庆广告产业的发展,这就是研究的意义。随后通过对国内外研究现状的总结概括,从重庆具体实际出发,确定了研究对象和方法。第2章概念与理论部分,首先明确了产业集群的概念、探讨了概念的内涵,概述了重庆广告产业集群的基本情况,总结了广告产业集群的特征,概括出国内典型广告产业园区建设的基本情况。第3章重庆广告产业集群发展的现状分析部分,首先对重庆广告产业发展情况进行了概括,接下来分析了重庆广告产业集群发展面临的优劣势和机会威胁。在此基础上,对广告产业集群发展的规模、空间布局、组织结构和发展进行了论述。第4章重庆广告产业集群发展的原因分析,对影响广告产业集群发展的经济因素、政策因素和文化因素三个方面展开了深入分析。第5章重庆广告产业集群发展的思路和对策部分,在提出策略前先对重庆广告产业集群发展存在的问题进行了分析,确定了发展思路,提出对策时从针对广告产业园和政府政策两部分进行阐述,为重庆广告产业集群发展提供了全面的参考。第6章结语部分,通过分析得出未来促进重庆广告产业结构调整、转型升级的路径,即实现广告产业集群发展。
[Abstract]:Since the development of advertising industry in China in 1979, it has achieved remarkable achievements over the past 30 years, and has become a new growth point of economic development. After continuous exploration, advertising industry is gradually developing towards cluster. In order to better promote the development of advertising industry, in 2012, the first national advertising industry park was born, the State Administration for Industry and Commerce for the 9 national advertising industry park award, thus launched a massive domestic advertising industry park construction. In Chongqing, the development of the advertising industry is mainly concentrated in the main city of Yuzhong District, Jiulongpo District, northern New Town, at the end of 2013, Chongqing advertising industry park was formally established, opened a prelude to the development of the Chongqing advertising industry cluster. The development of industrial clusters is an inevitable trend of industrial development to a certain extent and scale. The development of advertising industry in Chongqing has started this trend. Therefore, it is very necessary to study the cluster of Chongqing advertising industry. At present, little research for the development of Chongqing advertising industry cluster, based on a large number of relevant research results of reading, through a survey of the Chongqing advertising industry park, the system analysis of the status quo of Chongqing advertising industry and Chongqing advertising industry cluster development, on the basis of discussion of the existing problems, finally puts forward the Chongqing advertising industry development strategy. This paper main framework are as follows: the first chapter, Chinese advertising industry and Chongqing advertising industry rapid development lag in stark contrast, resulting in the background of this study, through research to find out the causes of the problems and put forward countermeasures, so as to promote the development of Chongqing advertising industry, this is the significance of the study. Then, through the summary of the research status at home and abroad, from the concrete reality of Chongqing, the research object and method are determined. The second chapter, the concept and theory part, first clarified the concept of industrial cluster, discussed the connotation of the concept, outlined the basic situation of Chongqing advertising industry cluster, summarized the characteristics of advertising industry cluster, and summarized the basic situation of the construction of typical advertising industry park in China. The third chapter is the analysis of the status quo of the development of Chongqing advertising industry cluster. First, the development of Chongqing advertising industry is summarized, then the advantages and disadvantages and opportunities of Chongqing advertising industry cluster are analyzed. On this basis, the scale, spatial layout, organization structure and development of the development of the advertising industry cluster are discussed. The fourth chapter analyzes the reasons for the development of advertising industry cluster in Chongqing, and makes in-depth analysis of three aspects, which are economic factors, policy factors and cultural factors that influence the development of advertising industry cluster. The fifth chapter development ideas and Countermeasures of Chongqing advertising industry cluster, put forward strategy before the development of Chongqing advertising industry cluster are analyzed, the development of ideas, put forward countermeasures for the two part carries on the elaboration from the advertising industry park and government policy, provides a comprehensive reference for the development of Chongqing advertising industry cluster. The sixth chapter is the conclusion, through the analysis of the future promotion of Chongqing advertising industry structure adjustment, transformation and upgrading of the path, that is, to realize the development of the advertising industry cluster.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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