深圳广告产业结构研究:问题与对策

The Study of the Industrial Structure of Shenzhen′s Advertising: the Problems and Countermeasures

在快速增长的深圳广告营业额的背后是媒体高度垄断而非媒体广告公司过度竞争的市场格局。这种状况加剧了广告市场的不正当竞争行为,不利于深圳广告产业发展水平的提升。根本的解决之道是进行产业组织的改革与创新。在目前的情形之下,政府适当的干预和有目的的组织设计是必要的。其总的目标是促使深圳广告产业形成合理化的有效竞争态势,实现令人满意的市场效果。

Behind the turnovers of the fast-growing Shenzhen advertising industry is the high-level monopoly of the media, rather than a market structure of advertising companies′excessive competition. This status-quo aggravates the unwholesome competitive behaviors in the advertising market, which is harmful to the enhancement of the development level in Shenzhen′s advertising industry and the basic way out is to reform and innovate the industrial organization. Under the current circumstances, appropriate governmental innovation and purposed organization and designing are imperative. The target is to facilitate advertising organizations in Shenzhen to create a rational situation of effective competition so as to realize a satisfying market effect.