發(fā)布時間：2018-03-25 03:20

  本文選題：廣告產(chǎn)業(yè)　切入點：集中度　出處：《鄭州大學》2017年碩士論文

【摘要】：我國廣告產(chǎn)業(yè)在呈現(xiàn)蓬勃發(fā)展景象的同時,仍長期處于高度分散、高度弱小、外資幾近控局的狀態(tài),并面臨結(jié)構轉(zhuǎn)型升級的挑戰(zhàn)。因此對廣告產(chǎn)業(yè)集中度提升的路徑進行研究,有利于優(yōu)化廣告產(chǎn)業(yè)資源配置,使企業(yè)更好地參與廣告市場競爭,也有利于中國品牌的國際化營銷,還有助于進一步豐富廣告產(chǎn)業(yè)經(jīng)濟學的研究內(nèi)容。廣告公司是廣告產(chǎn)業(yè)的主體,而現(xiàn)有研究大多是對廣告產(chǎn)業(yè)整體上的描述,很少有針對廣告公司的實證研究,并且多側(cè)重于描述廣告產(chǎn)業(yè)集中度的現(xiàn)狀,圍繞廣告公司規(guī)�；�、廣告產(chǎn)業(yè)集中度提升的研究尚不充分。為此,本文的研究重點在于廣告公司,在進行研究綜述、理論梳理的基礎上,對中國廣告產(chǎn)業(yè)集中度相關文獻進行實證分析,并通過探究制約中國廣告產(chǎn)業(yè)集中度的主要因素,尋找破解這一難題的可行路徑。此外,在探尋原因的時候,考慮到了產(chǎn)業(yè)歷史上的因素,形成了連貫的視角。對該問題的研究采用了實證分析法和規(guī)范分析法。實證分析法主要體現(xiàn)在文獻研究法的應用方面,以洞悉中國廣告產(chǎn)業(yè)的低集中度特征,通過集中度CRn系數(shù)的測算方法對中國廣告產(chǎn)業(yè)前八位企業(yè)集中度進行分析,并參照貝恩對市場類型的劃分標準來判斷中國廣告產(chǎn)業(yè)集中度水平和廣告市場結(jié)構類型。規(guī)范分析法則是探尋中國廣告產(chǎn)業(yè)集中度低這一現(xiàn)象背后的深層原因和破解途徑,是在產(chǎn)業(yè)集中度理論的指導下,參考一般產(chǎn)業(yè)和創(chuàng)意產(chǎn)業(yè)集中度提升的路徑,并結(jié)合中國廣告產(chǎn)業(yè)的具體情況,探討提高中國廣告產(chǎn)業(yè)集中度的有益路徑。通過研究,發(fā)現(xiàn)我國廣告產(chǎn)業(yè)集中度長期處于較低狀態(tài),市場結(jié)構為競爭型。這是多方面原因造成的,歷史上我國廣告業(yè)的發(fā)展經(jīng)歷過停滯,廣告市場重新開放以后本土企業(yè)基礎薄弱,又有外資企業(yè)擠壓其生存空間;此外,政府未能在廣告業(yè)恢復之初為其提供有效的保護、引導和支持,還逐步降低了進入壁壘;廣告企業(yè)的規(guī)�；�意識比較薄弱,缺失核心競爭力。進而提出提升中國廣告產(chǎn)業(yè)集中度的幾種路徑:政府給予政策與資金的保障與鼓勵,大力發(fā)展產(chǎn)業(yè)園建設,推進“一企一策”;組建媒體型的廣告公司和企業(yè)型的廣告公司,進行集約化經(jīng)營管理,提升規(guī)�；�水平;企業(yè)向?qū)ｉT化轉(zhuǎn)型,從組織結(jié)構、經(jīng)營理念和人才培養(yǎng)等方面進行創(chuàng)新,并注重策略與數(shù)據(jù)相結(jié)合,使廣告營銷更加精準和高效,從而重塑核心競爭力。
[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.

【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8

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