本文選題：廣告產(chǎn)業(yè) + 集聚�。� 參考：《浙江理工大學(xué)》2015年碩士論文

【摘要】：產(chǎn)業(yè)結(jié)構(gòu)不合理、消費(fèi)不足及文化逆差是我國(guó)當(dāng)前亟待解決的幾大問(wèn)題。而這些問(wèn)題的解決都有賴于廣告業(yè)的“助推”作用。十八屆三中全會(huì)的召開標(biāo)志著我國(guó)進(jìn)入了全面深化改革的階段，文化改革發(fā)展置于整個(gè)國(guó)民經(jīng)濟(jì)和社會(huì)主義現(xiàn)代化建設(shè)的全局中。廣告業(yè)作為我國(guó)文化產(chǎn)業(yè)和現(xiàn)代服務(wù)業(yè)的重要組成部分，對(duì)其研究具有重要的現(xiàn)實(shí)意義。 我國(guó)廣告業(yè)的集聚格局是非均衡的。產(chǎn)業(yè)集聚過(guò)程中集聚力與擴(kuò)散力的博弈決定了產(chǎn)業(yè)非均衡是進(jìn)一步加劇或者得到緩解。本文從我國(guó)廣告業(yè)集聚格局的非均衡現(xiàn)狀入手，綜合地區(qū)層面、產(chǎn)業(yè)內(nèi)部層面、行業(yè)投放層面，利用豐富的數(shù)據(jù)，深入研究了我國(guó)廣告業(yè)集聚格局的非均衡及其發(fā)展。首先，在現(xiàn)有研究基礎(chǔ)上，構(gòu)建了廣告業(yè)集聚的理論分析框架，分析了廣告業(yè)地區(qū)集聚的機(jī)制以及廣告業(yè)產(chǎn)業(yè)內(nèi)部集聚、行業(yè)投放集聚與經(jīng)濟(jì)波動(dòng)的關(guān)系，借以揭示廣告業(yè)經(jīng)濟(jì)發(fā)展的晴雨表作用，并在此基礎(chǔ)上提出廣告業(yè)產(chǎn)業(yè)內(nèi)部集聚的基本假設(shè)和廣告業(yè)地區(qū)集聚的假說(shuō)；接著，，利用我國(guó)的廣告業(yè)發(fā)展數(shù)據(jù)考察了我國(guó)廣告業(yè)集聚格局的非均衡現(xiàn)狀及其發(fā)展趨勢(shì)；最后，采用產(chǎn)業(yè)內(nèi)部時(shí)間序列數(shù)據(jù)和我國(guó)省級(jí)面板數(shù)據(jù)，分別運(yùn)用ARDL模型和面板數(shù)據(jù)模型對(duì)廣告業(yè)產(chǎn)業(yè)內(nèi)部集聚的基本假設(shè)和廣告業(yè)地區(qū)集聚的假說(shuō)進(jìn)行實(shí)證檢驗(yàn)。通過(guò)理論分析和實(shí)證研究，本文得到如下結(jié)論： （1）我國(guó)廣告業(yè)發(fā)展表現(xiàn)出多層次的非均衡特征，具體表現(xiàn)為產(chǎn)業(yè)內(nèi)部非均衡、行業(yè)投放非均衡和地區(qū)發(fā)展非均衡；（2）廣告業(yè)產(chǎn)業(yè)內(nèi)部集聚與經(jīng)濟(jì)波動(dòng)關(guān)系顯著，電視廣告媒體具有逆經(jīng)濟(jì)周期性，而其他廣告媒體則具有順經(jīng)濟(jì)周期；（3）廣告業(yè)行業(yè)投放集聚與經(jīng)濟(jì)波動(dòng)關(guān)系顯著，經(jīng)濟(jì)衰退期，廣告投放會(huì)向防守型行業(yè)集聚，而經(jīng)濟(jì)繁榮期，周期型行業(yè)會(huì)集聚更多的廣告投放；（4）廣告業(yè)地區(qū)發(fā)展非均衡呈現(xiàn)不斷加劇的狀態(tài)，但中心城市的廣告資源存在差異：上海是外資廣告公司首選，北京集聚了更多的媒體資源，廣東則是國(guó)內(nèi)廣告服務(wù)公司的重要選擇；（5）在地區(qū)層面上，本地市場(chǎng)需求、知識(shí)溢出、信息化水平和政府管制均對(duì)廣告業(yè)集聚具有顯著的影響，本地市場(chǎng)需求的擴(kuò)大、知識(shí)密集度的提高及信息化水平的提高均有利于廣告業(yè)集聚，而政府管制的加強(qiáng)則不利于廣告業(yè)集聚。 上述研究結(jié)論可為政府部門制定廣告業(yè)政策與空間規(guī)劃提供科學(xué)的理論依據(jù)，本文據(jù)此提出了若干政策建議，以期充分利用廣告業(yè)作為國(guó)民經(jīng)濟(jì)晴雨表的信號(hào)顯示作用，并為實(shí)現(xiàn)我國(guó)廣告產(chǎn)業(yè)區(qū)域協(xié)調(diào)發(fā)展提供借鑒。當(dāng)然，由于筆者自身的學(xué)術(shù)水平有限，本文仍然存在很多不足之處，論文也在最后部分提出了本研究的局限性。
[Abstract]:Unreasonable industrial structure, insufficient consumption and cultural deficit are some problems to be solved. And the solution of these problems depends on the advertising industry's "boost" role. The convening of the third Plenary session of the 18th CPC Central Committee indicates that our country has entered the stage of comprehensive deepening reform, and the development of cultural reform has been placed in the overall situation of the whole national economy and socialist modernization construction. As an important part of Chinese cultural industry and modern service industry, advertising industry has important practical significance to its research. The agglomeration pattern of China's advertising industry is unbalanced. The game between agglomeration and diffusivity in the process of industrial agglomeration determines that industrial disequilibrium is further aggravated or alleviated. This paper starts with the unbalanced situation of the agglomeration pattern of advertising industry in our country, synthesizes the regional level, the internal level of the industry, and the industry investment level, and makes use of the abundant data to deeply study the disequilibrium and its development of the agglomeration pattern of the advertising industry in our country. First of all, on the basis of existing research, this paper constructs the theoretical analysis framework of advertising industry agglomeration, analyzes the mechanism of advertising industry agglomeration and the relationship between industrial agglomeration and economic fluctuation. In order to reveal the economic development of advertising barometer, and on the basis of this, put forward the basic assumption of industrial agglomeration within the advertising industry and the hypothesis of regional agglomeration of advertising industry. Based on the development data of China's advertising industry, this paper investigates the unbalanced situation and development trend of the agglomeration pattern of China's advertising industry. Finally, we use the internal time series data of industry and the provincial panel data of our country. ARDL model and panel data model are used to test the basic hypothesis of advertising industry's internal agglomeration and the hypothesis of advertising industry's regional agglomeration respectively. Through theoretical analysis and empirical research, this paper draws the following conclusions: 1) the development of China's advertising industry shows multi-level disequilibrium characteristics, which are manifested in the internal disequilibrium of the industry, the imbalance of industry investment and the unbalanced development of the region) the relationship between the internal agglomeration of the advertising industry and the economic fluctuation is remarkable. Television advertising media has a counter-economic periodicity, while other advertising media have the following economic cycle: the agglomeration of advertising industry has a significant relationship with economic fluctuations. During the economic recession, advertising will concentrate on the defensive industries, while in the economic boom period, The periodic industry will gather more advertisements to put in more ads.) the imbalance in the development of the advertising industry has been increasing, but there are differences in the advertising resources of the central cities: Shanghai is the first choice for foreign advertising companies, and Beijing has gathered more media resources. Guangdong, on the other hand, is an important choice for domestic advertising service companies. At the regional level, local market demand, knowledge spillover, information level and government regulation have a significant impact on the agglomeration of the advertising industry, and the expansion of local market demand. The improvement of knowledge intensity and information level is beneficial to the agglomeration of advertising industry, while the strengthening of government regulation is not conducive to the agglomeration of advertising industry. The above conclusions can provide a scientific theoretical basis for government departments to formulate advertising policies and spatial planning. Based on this, this paper puts forward some policy suggestions in order to make full use of the advertising industry as a barometer of the national economy. And for the realization of China's advertising industry regional coordinated development to provide reference. Of course, due to the limited academic level of the author, there are still many shortcomings in this paper, and the limitations of this study are also put forward in the last part of the paper.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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