基于区位熵的中国广播电视广告区域竞争力分析

An Analysis of Regional Competitiveness of Chinese Radio and Television Advertising Based on Location Entropy

本文运用区位熵计算公式测算了中国各省、直辖市、自治区的广播电视产业广告的空间分布状况。研究表明,中国广播电视广告区域熵较小,专业化发展水平亟待提升,区域竞争力差异较大。湖南、北京、上海、浙江、安徽等地区的广播电视产业广告区位熵相对较高,具有一定的区域竞争优势;内蒙古、青海、甘肃、新疆、天津、西藏等地区的广播电视广告区位熵较小,广告产业竞争力较弱。全国广播电视产业广告区位熵的极差较大,表明该产业广告区域发展水平差异较大,存在明显的区域不平衡的特征。广播电视产业广告区位熵与区域经济、文化发展水平之间并不存在明显的正相关性,其自身的产业属性表现得比较明显。准确地把握广播电视产业广告区位熵的基本情况,有助于更科学地实施产业发展规划,从而提升广播电视的专业化水平和区域竞争优势,发挥该产业增长极的辐射效应。

The paper uses the location entropy calculation formula to calculate the advertising spatial distribution of radio and television industry in all provinces, municipalities and autonomous regions in China. The research shows that the location entropy of radio and television industry is relatively low, and the level of professional development needs to be promoted. The difference of regional competitiveness is large. In Hunan, Beijing, Shanghai, Zhejiang and Anhui provinces, the location entropy of radio and television industry is relatively high. These regions have a certain regional competitive advantage. However, the situation in Inner Mongolia, Qinghai, Gansu, Xinjiang, Tianjin, Tibet and other provinces and cities is the opposite. Therefore, the competitiveness of the advertising industry in these areas is weak. The range of radio and television industry advertising location entropy is large. This shows that that the development level of the advertising area of the industry is very different. In addition, the regional difference and imbalance is obviously in the industry of China's radio and television industry. There is no obvious positive correlation between the location entropy of advertising in radio and television industry and the level of regional economy and cultural development. The property of its own industry is more obvious. We can accurately grasp the basic situation of the location entropy of advertising in radio and television industry so that we can carry out the industrial development plan more scientifically. This will help to improve the professional level and regional competitive advantage of radio and television, and give full play to the radiation effect of the growth of the industry.