中国广告产业集中度提升路径研究

发布时间：2018-03-25 03:20

本文选题：广告产业　切入点：集中度　出处：《郑州大学》2017年硕士论文

【摘要】：我国广告产业在呈现蓬勃发展景象的同时,仍长期处于高度分散、高度弱小、外资几近控局的状态,并面临结构转型升级的挑战。因此对广告产业集中度提升的路径进行研究,有利于优化广告产业资源配置,使企业更好地参与广告市场竞争,也有利于中国品牌的国际化营销,还有助于进一步丰富广告产业经济学的研究内容。广告公司是广告产业的主体,而现有研究大多是对广告产业整体上的描述,很少有针对广告公司的实证研究,并且多侧重于描述广告产业集中度的现状,围绕广告公司规模化、广告产业集中度提升的研究尚不充分。为此,本文的研究重点在于广告公司,在进行研究综述、理论梳理的基础上,对中国广告产业集中度相关文献进行实证分析,并通过探究制约中国广告产业集中度的主要因素,寻找破解这一难题的可行路径。此外,在探寻原因的时候,考虑到了产业历史上的因素,形成了连贯的视角。对该问题的研究采用了实证分析法和规范分析法。实证分析法主要体现在文献研究法的应用方面,以洞悉中国广告产业的低集中度特征,通过集中度CRn系数的测算方法对中国广告产业前八位企业集中度进行分析,并参照贝恩对市场类型的划分标准来判断中国广告产业集中度水平和广告市场结构类型。规范分析法则是探寻中国广告产业集中度低这一现象背后的深层原因和破解途径,是在产业集中度理论的指导下,参考一般产业和创意产业集中度提升的路径,并结合中国广告产业的具体情况,探讨提高中国广告产业集中度的有益路径。通过研究,发现我国广告产业集中度长期处于较低状态,市场结构为竞争型。这是多方面原因造成的,历史上我国广告业的发展经历过停滞,广告市场重新开放以后本土企业基础薄弱,又有外资企业挤压其生存空间;此外,政府未能在广告业恢复之初为其提供有效的保护、引导和支持,还逐步降低了进入壁垒;广告企业的规模化意识比较薄弱,缺失核心竞争力。进而提出提升中国广告产业集中度的几种路径:政府给予政策与资金的保障与鼓励,大力发展产业园建设,推进“一企一策”;组建媒体型的广告公司和企业型的广告公司,进行集约化经营管理,提升规模化水平;企业向专门化转型,从组织结构、经营理念和人才培养等方面进行创新,并注重策略与数据相结合,使广告营销更加精准和高效,从而重塑核心竞争力。
[Abstract]:China's advertising industry is flourishing in the scene at the same time, is still a long period of highly dispersed, highly weak, almost foreign control of the state, and facing restructuring and upgrading challenges. So the research path to enhance the concentration of the advertising industry, advertising industry is conducive to optimizing the allocation of resources, to enable enterprises to better participate in the advertising market the competition, but also conducive to China brand marketing, also helps to further enrich the research content of advertising industry economics. Advertising company is the main body of advertising industry, but most of the existing research on the advertising industry as a whole on the description, there is little empirical research on the advertising company, and mainly focus on the description of current situation of center of advertising around the industry, advertising company scale, study the concentration increase of the advertising industry is not sufficient. Therefore, this paper focuses on the advertising company, in the study reviews, Based on the theoretical study of related literature, the empirical analysis focuses on the China advertising industry, and by exploring the main factors restricting the concentration of the Chinese advertising industry, to find a feasible path to solve this problem. In addition, when exploring the reasons, considering the factors of industrial history, forming a coherent perspective. Research on the problem of using empirical analysis and normative analysis. Empirical analysis is mainly reflected in the application of literature research method, to know the characteristics of low concentration Chinese advertising industry, through the calculation method of concentration coefficient of CRn to Chinese advertising industry top eight enterprise concentration analysis, and reference to Bain the type of market division standard to judge the level of industrial concentration Chinese advertising and advertising market structure types. The normative analysis is to explore the law of Chinese advertising industry concentration is low this phenomenon behind The deep reasons and solutions, in the industrial concentration under the guidance of the theory of reference, general industry and creative industry to enhance the degree of concentration of the path, and combining the specific situation of China advertising industry, to improve the beneficial path on the concentration of the Chinese advertising industry. Through the study, found that China's advertising industry concentration is low in a long time. The market structure is competitive. This is caused by many reasons, the history of the development of China's advertising industry experienced stagnation, the advertising market reopened after local enterprises and foreign-funded enterprises have a weak foundation, squeeze the living space; in addition, the government failed to recover in the advertising industry at the beginning to provide effective protection and guidance support, also gradually reduce the barriers to entry; scale awareness of advertising enterprise is relatively weak, lack of core competitiveness. And then proposed to improve several paths on the concentration of the advertising industry: government to Chinese To the policy and financial protection and encouragement, vigorously develop the industrial park construction, promote the "one policy"; the formation of media advertising companies and corporate advertising company, carried out intensive management, enhance the level of large-scale enterprises; transformation to specialization, from the organizational structure, business philosophy and personnel training etc. innovation, and focus on the combination of strategy and data, make the advertisement marketing more accurate and efficient, to reshape the core competitiveness.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

【相似文献】