湖北省A广告产业园发展策略研究
发布时间：2018-07-17 07:43
【摘要】：伴随市场经济的急剧扩张,很多行业涌现并快速成长起来。在这一进程中,广告产业属于规模扩张比较快的行业。如今时代变幻,不但为其提供了发展的机遇,也给它带来极大的挑战,面临这种情况意味着广告行业拥有巨大的发展潜力,同时,由于广告行业正处于高速发展中,相关市场和规范不如发达国家成熟,加之剧烈的市场争夺也制造了不少的障碍。中国市场有着很大的潜力可供挖掘,尤其是广告产业在此方面的表现更为明显。许多国外的企业看好中国的市场纷纷加入,这就造成了国内广告业发展被限制的局面,因为国际广告企业的涌入,国内广告企业备受打击。在广告行业中,伴随着国内服务业的成长,之前依仗规模取胜的发展方式业已无法为企业的可持续发展供应更多的动力。本文拟通过对国家及湖北省广告产业的运行状况和发展情况进行深入分析,总结已有的广告产业园发展中累积的经验,分析其过程中存在的问题,制定具有创新价值的对策,进而为产业园区发展得更为稳健供以协助。下文是本文的探究细节:其一,以广告产业园发展对策为对象,从整体角度解析,确定其占据的优势和隐藏的弊端,找到它的问题所在,探究引发这些问题的缘由,在对它做了归纳之后,确定广告产业园拥有旺盛生命力的关键所在,为下文优化策略的编制奠定根基。其二,对产业园现在的状态给以深入解读,选择战略决策中的SWOT分析方法,对广告产业园的外在环境、内在环境和存在的竞争因素给以解析,确定其优劣势,为产业园发展营造适宜的环境。其三,在对行业本身情形解析之后,解读了其发展环境,结合相关管理理论,制定出符合湖北省广告产业园的发展策略,给出其策略锁定目标和相应的落实形式,同时制定产业园方略落实和保护的措施及计划。本文是针对湖北省A广告产业园的发展策略进行分析探讨,然后给出具体的策略实施形式和发展走向。此解析以及方略发展形式的编制,尽管仅仅是针对湖北省A广告产业园,但是其能够给国内其他地方的广告产业园提供适当的引导,做相应的参照。
[Abstract]:With the rapid expansion of market economy, many industries emerge and grow rapidly. In this process, the advertising industry belongs to the industry with rapid scale expansion. Today's changing times not only provide it with opportunities for development, but also bring great challenges to it. Facing this situation, the advertising industry has great potential for development. At the same time, because the advertising industry is developing at a high speed, Related markets and norms are not as mature as developed countries, coupled with fierce market competition has created many obstacles. The Chinese market has great potential to tap, especially in the advertising industry. Many foreign companies are optimistic about China's entry into the market, which results in the limited development of the domestic advertising industry, because of the influx of international advertising enterprises, domestic advertising enterprises have been hit hard. In the advertising industry, with the growth of the domestic service industry, the development mode that relied on the scale to win has been unable to provide more impetus for the sustainable development of enterprises. Based on the analysis of the operation and development of advertising industry in China and Hubei Province, this paper summarizes the accumulated experience in the development of advertising industry parks, analyzes the problems existing in the process, and formulates the countermeasures with innovative value. Then for the industrial park to develop a more stable for assistance. The following is the research details of this paper: first, take the advertising industry park development countermeasure as the object, from the overall angle analysis, determines its occupied advantage and the hidden malpractice, finds its problem, probes into the reason which causes these problems, After summing up it, the key to the vigorous vitality of the advertising industry park is determined, which lays the foundation for the formulation of the following optimization strategy. Second, the current state of the industrial park is deeply interpreted, the SWOT analysis method in the strategic decision is chosen, and the external environment, internal environment and competitive factors of the advertising industry park are analyzed to determine its merits and demerits. For the development of industrial parks to create a suitable environment. Thirdly, after analyzing the situation of the industry itself, it interprets its development environment, combines with the relevant management theory, formulates the development strategy in line with Hubei Advertising Industrial Park, and gives its strategy locking target and corresponding implementation form. At the same time to formulate industrial park strategy implementation and protection measures and plans. This paper analyzes and discusses the development strategy of A advertising industry park in Hubei Province, and then gives the specific strategy implementation form and development trend. This analysis and the formulation of the general strategy development form, although only aimed at Hubei Province A advertising industry park, but it can provide appropriate guidance to other parts of the advertising industry park, to do the corresponding reference.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
本文编号：2129643
[Abstract]:With the rapid expansion of market economy, many industries emerge and grow rapidly. In this process, the advertising industry belongs to the industry with rapid scale expansion. Today's changing times not only provide it with opportunities for development, but also bring great challenges to it. Facing this situation, the advertising industry has great potential for development. At the same time, because the advertising industry is developing at a high speed, Related markets and norms are not as mature as developed countries, coupled with fierce market competition has created many obstacles. The Chinese market has great potential to tap, especially in the advertising industry. Many foreign companies are optimistic about China's entry into the market, which results in the limited development of the domestic advertising industry, because of the influx of international advertising enterprises, domestic advertising enterprises have been hit hard. In the advertising industry, with the growth of the domestic service industry, the development mode that relied on the scale to win has been unable to provide more impetus for the sustainable development of enterprises. Based on the analysis of the operation and development of advertising industry in China and Hubei Province, this paper summarizes the accumulated experience in the development of advertising industry parks, analyzes the problems existing in the process, and formulates the countermeasures with innovative value. Then for the industrial park to develop a more stable for assistance. The following is the research details of this paper: first, take the advertising industry park development countermeasure as the object, from the overall angle analysis, determines its occupied advantage and the hidden malpractice, finds its problem, probes into the reason which causes these problems, After summing up it, the key to the vigorous vitality of the advertising industry park is determined, which lays the foundation for the formulation of the following optimization strategy. Second, the current state of the industrial park is deeply interpreted, the SWOT analysis method in the strategic decision is chosen, and the external environment, internal environment and competitive factors of the advertising industry park are analyzed to determine its merits and demerits. For the development of industrial parks to create a suitable environment. Thirdly, after analyzing the situation of the industry itself, it interprets its development environment, combines with the relevant management theory, formulates the development strategy in line with Hubei Advertising Industrial Park, and gives its strategy locking target and corresponding implementation form. At the same time to formulate industrial park strategy implementation and protection measures and plans. This paper analyzes and discusses the development strategy of A advertising industry park in Hubei Province, and then gives the specific strategy implementation form and development trend. This analysis and the formulation of the general strategy development form, although only aimed at Hubei Province A advertising industry park, but it can provide appropriate guidance to other parts of the advertising industry park, to do the corresponding reference.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
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