厦门市广告业发展现状的调研分析

A Survey of Advertizing in Xiamen

为全面系统地了解厦门市广告业的实际发展情况,采用问卷调查法对厦门市1 301家广告经营单位的经营状况、业务结构、人力储备、地区分布等进行了调研。结果发现:厦门市广告业存在广告经营单位规模轻小,整体实力相对落后,综合服务能力弱,业务模式单一陈旧,人力资源质量不高等主要问题。针对此,提出了提升厦门市广告企业竞争力,加快广告经营方式创新,完善广告人才培育与引进体系等发展对策。

A survey was made to 1 301 advertising agencies in Xiamen for their operation, business type, human resource and distribution. The results indicates the small size and low capacity for ad companies in Xiamen, poor quality and limit in offering comprehensive service, and lack of high quality professionals. The paper than proposes solutions to promote advertising ability, create new business types, and improve the staff training and introduction of advertising professionals.