【摘要】：伴隨市場(chǎng)經(jīng)濟(jì)的急劇擴(kuò)張,很多行業(yè)涌現(xiàn)并快速成長(zhǎng)起來。在這一進(jìn)程中,廣告產(chǎn)業(yè)屬于規(guī)模擴(kuò)張比較快的行業(yè)。如今時(shí)代變幻,不但為其提供了發(fā)展的機(jī)遇,也給它帶來極大的挑戰(zhàn),面臨這種情況意味著廣告行業(yè)擁有巨大的發(fā)展?jié)摿?同時(shí),由于廣告行業(yè)正處于高速發(fā)展中,相關(guān)市場(chǎng)和規(guī)范不如發(fā)達(dá)國(guó)家成熟,加之劇烈的市場(chǎng)爭(zhēng)奪也制造了不少的障礙。中國(guó)市場(chǎng)有著很大的潛力可供挖掘,尤其是廣告產(chǎn)業(yè)在此方面的表現(xiàn)更為明顯。許多國(guó)外的企業(yè)看好中國(guó)的市場(chǎng)紛紛加入,這就造成了國(guó)內(nèi)廣告業(yè)發(fā)展被限制的局面,因?yàn)閲?guó)際廣告企業(yè)的涌入,國(guó)內(nèi)廣告企業(yè)備受打擊。在廣告行業(yè)中,伴隨著國(guó)內(nèi)服務(wù)業(yè)的成長(zhǎng),之前依仗規(guī)模取勝的發(fā)展方式業(yè)已無法為企業(yè)的可持續(xù)發(fā)展供應(yīng)更多的動(dòng)力。本文擬通過對(duì)國(guó)家及湖北省廣告產(chǎn)業(yè)的運(yùn)行狀況和發(fā)展情況進(jìn)行深入分析,總結(jié)已有的廣告產(chǎn)業(yè)園發(fā)展中累積的經(jīng)驗(yàn),分析其過程中存在的問題,制定具有創(chuàng)新價(jià)值的對(duì)策,進(jìn)而為產(chǎn)業(yè)園區(qū)發(fā)展得更為穩(wěn)健供以協(xié)助。下文是本文的探究細(xì)節(jié):其一,以廣告產(chǎn)業(yè)園發(fā)展對(duì)策為對(duì)象,從整體角度解析,確定其占據(jù)的優(yōu)勢(shì)和隱藏的弊端,找到它的問題所在,探究引發(fā)這些問題的緣由,在對(duì)它做了歸納之后,確定廣告產(chǎn)業(yè)園擁有旺盛生命力的關(guān)鍵所在,為下文優(yōu)化策略的編制奠定根基。其二,對(duì)產(chǎn)業(yè)園現(xiàn)在的狀態(tài)給以深入解讀,選擇戰(zhàn)略決策中的SWOT分析方法,對(duì)廣告產(chǎn)業(yè)園的外在環(huán)境、內(nèi)在環(huán)境和存在的競(jìng)爭(zhēng)因素給以解析,確定其優(yōu)劣勢(shì),為產(chǎn)業(yè)園發(fā)展?fàn)I造適宜的環(huán)境。其三,在對(duì)行業(yè)本身情形解析之后,解讀了其發(fā)展環(huán)境,結(jié)合相關(guān)管理理論,制定出符合湖北省廣告產(chǎn)業(yè)園的發(fā)展策略,給出其策略鎖定目標(biāo)和相應(yīng)的落實(shí)形式,同時(shí)制定產(chǎn)業(yè)園方略落實(shí)和保護(hù)的措施及計(jì)劃。本文是針對(duì)湖北省A廣告產(chǎn)業(yè)園的發(fā)展策略進(jìn)行分析探討,然后給出具體的策略實(shí)施形式和發(fā)展走向。此解析以及方略發(fā)展形式的編制,盡管僅僅是針對(duì)湖北省A廣告產(chǎn)業(yè)園,但是其能夠給國(guó)內(nèi)其他地方的廣告產(chǎn)業(yè)園提供適當(dāng)?shù)囊龑?dǎo),做相應(yīng)的參照。
[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.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8

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