摘要
国家广告产业园建设是推动中国广告产业转型升级,提升广告产业国际竞争力的重大战略举措。本文重点分析了当前中国广告产业面临的核心问题以及国家广告产业园区的功能定位,并提出了国家广告产业园区建设的战略规划及实施路径,即鼓励国内有实力的广告公司拓展全国性的服务网络,通过资本并购、联合等方式构建整合营销传播集团,政策扶持园区内数字广告与营销传播公司快速发展,鼓励和扶持国内大型企业和媒介集团投资广告产业,构建公共服务平台服务园区内广告及关联企业发展,搭建广告产学研基地为广告产业发展提供智力支持。
The construction of nstionai advertising industry parka is the significant institutional arrangement to promote the transformation and upgrading of the advertising industry and enhance the international competitiveness of the advertising industry innovation in China. The article focuses on the core issues which China＇ a advertising industry is facing with currently as well as the functional orientation of national advertising industry park. And then the author proposes the strategy planning and implementation paths of national advertising industry parks, which are to encourage the local large-scale advertising agencies to expand the nationwide service network, to build integrated marketing communication groups by the way of M＆A and joint venture, to support the digital advertising and marketing communication companies by formulating preferential policies, to encourage the investment of the large-scale enterprises and media groups in the advertising industry, to build a public service platform to service for the advertising agencies and related companies in the nationals industry park, and to construct research base to provide intellectual support for the development of the advertising industry.
出处
《中国广告》
2015年第4期135-138,共4页
China Advertising
关键词
国家广告产业园
广告产业
文化创意产业
产业升级
National advertising industry park
advertising industry
cultural and creative industries
industrial upgrading
作者简介
武汉大学新闻与传播学院广告学系副教授。博士，珞珈青年学者.
