基于产业组织理论的中国广告产业研究

发布时间：2018-02-12 11:48

本文关键词： 中国广告产业结构行为绩效多元回归分析　出处：《南京航空航天大学》2015年硕士论文　论文类型：学位论文

【摘要】：广告产业是中国现代服务业和文化产业的重要组成部分,对于引导消费、扩大内需、拉动经济增长具有重要作用。研究广告产业的资源配置是否合理,广告公司应该施行怎样的策略才能改变自身小而弱的问题,以及政府应该采取哪些措施有利于提高广告产业的整体市场绩效等问题对于促进广告产业健康、持续、快速地发展具有重要的现实意义。本文从产业组织理论视角,运用理论和实证研究方法,在“SCP”分析框架下,系统地研究了当前中国广告产业的市场结构、企业市场行为、市场绩效以及三者之间的相关性。文章首先从市场集中度、产品差异化、进入和退出壁垒三个方面对中国广告产业的结构进行分析,确定了中国广告产业的市场结构为竞争型市场,产品的差别化主要体现在媒体和服务上,并且存在规模经济壁垒、资质壁垒和所有制壁垒。然后归纳了中国广告公司的三种市场行为:一般竞争行为、掠夺性竞争行为和委托代理行为,并运用博弈论方法研究产业内三大主体(广告公司、广告主、媒体)的竞合关系及其利益协调机制。再从广告产业的利润率、对第三产业的贡献率以及广告产品的国际竞争力三个方面探讨了中国广告产业的市场绩效,为推动广告产业市场结构调整和引导广告产业资源优化配置提供理论依据。在此基础上,文章对中国广告产业的市场结构、企业市场行为和市场绩效进行了实证研究,分析了三者之间的相关性,得出在一定范围内,净进入率提高有利于提高广告产业市场绩效的结论。基于理论研究和实证分析的结果,本文提出了以下政策建议:优化产业结构,打破不利于中国广告产业发展的准入限制,打造一流的广告产业链;提升中国广告企业竞争力,鼓励有实力的国内大型媒体和广告企业通过参股、控股、兼并、收购、联盟等方式做强做大,鼓励中小广告企业多样化发展;提高净进入率,对符合条件的广告创意、广告策划、广告设计、广告制作等广告企业给予支持;建设中国广告业的公共服务体系。
[Abstract]:Advertising industry is an important part of modern service industry and cultural industry in China. It plays an important role in guiding consumption, expanding domestic demand and stimulating economic growth. What strategies should advertising agencies implement to change their small and weak problems, and what measures should be taken by the government to help improve the overall market performance of the advertising industry? It is of great practical significance to develop rapidly. This paper, from the perspective of industrial organization theory and using theoretical and empirical research methods, systematically studies the market structure and market behavior of Chinese advertising industry under the framework of "SCP". Firstly, this paper analyzes the structure of China's advertising industry from three aspects: market concentration, product differentiation, entry and exit barriers. The market structure of China's advertising industry is determined as a competitive market, and the differentiation of products is mainly reflected in the media and services, and there are economic barriers to scale. Then it summarizes three kinds of market behaviors of Chinese advertising companies: general competition behavior, predatory competition behavior and principal-agent behavior, and uses game theory to study the three main bodies in the industry (advertising companies, agencies, agencies and agencies). The paper discusses the market performance of China's advertising industry from three aspects: the profit margin of advertising industry, the contribution rate to the third industry and the international competitiveness of advertising products. In order to promote the adjustment of advertising industry market structure and guide the optimization of advertising industry resources allocation, this paper makes an empirical study on the market structure, market behavior and market performance of advertising industry in China. This paper analyzes the correlation among the three, and draws the conclusion that the increase of net entry rate is conducive to improving the market performance of advertising industry within a certain range. Based on the results of theoretical research and empirical analysis, This paper puts forward the following policy suggestions: optimize the industrial structure, break the entry restrictions that are not conducive to the development of China's advertising industry, create a first-class advertising industry chain, and enhance the competitiveness of Chinese advertising enterprises. Encouraging powerful domestic large media and advertising enterprises to become stronger and bigger through equity participation, holding, mergers, acquisitions, alliances, and encouraging small and medium-sized advertising enterprises to diversify their development; increase the net entry rate and create ideas for eligible advertisements, Advertising planning, advertising design, advertising production and other advertising enterprises to support the construction of China's advertising public service system.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【相似文献】