北京CBD内广告业发展研究

A Countermeasure Study on Advertising Industry Development in Beijing CBD

CBD是集中大量金融、商业、贸易、信息及中介服务机构,拥有商务办公、酒店、公寓、娱乐等配套设施,具有完备的市政交通与通讯条件,便于开展商务活动的城市核心区。北京CBD经过10年的规划发展已颇具规模,CBD区内的广告业依托特殊的生存环境,显示出与众不同的发展方式。北京CBD是外商4A级广告公司的集中区,区内广告公司的类型几乎涵盖了广告业所有广告企业形态,包括企业形象识别CIS类广告公司、专业型广告公司、整合营销策划型广告公司、媒体代理及媒体型广告公司、广告制作类公司等,其中媒体代理及媒体型公司所占比重最大,CBD区内广告公司投资主体的多样化;区内广告公司多种投资主体广告公司并存、共同发展的局面。虽然世界性的金融危机对国内外广告业造成了不利影响,但广告业仍然有条件较快的速度发展,北京CBD内广告业仍具有特殊的发展机遇。当前北京市CBD广告业的发展要依靠政策导向、环境导向和机制导向来推进。

CBD is the urban central district with a cluster of many financial, commercial, business, information and intermediary service organizations, having commercial office buildings, hotels, apartments and entertainment facilities, with comprehensive urban traf- fic and communication, easy to carry out business activities. For a decade, Beijing CBD has developed on a large scale. The advertising industry in Beijing CBD relies on the special environment and has shown a different road of development. Beijing CBD is an area where foreign-invested 4A-level advertising companies concentrate, the types of which cover almost all the forms of enterprises in advertising industry including CIS for corporate image, professional advertising company, integrated marketing-planning advertising company, media agency and media-type advertising company, advertising production companies, etc., with media agency and media-type advertising agency accounting for the largest share. There are diversified investors of advertising companies in CBD area, where a variety of advertising companies coexist and develop together. Despite the adverse effects home and abroad due to the global financial crisis, the advertising industry can continue to develop on a relatively fast pace. Beijing CBD still enjoys special opportunity for the development of advertising industry. Currently, the advertising industry in Beijing CBD should move forward based on policy guide, environment orientation and mechanism orientation.