中国广告产业发展的危机及产业创新的对策

Crisis of China's Advertising Industry and Countermeasure of Industrial Innovation

本文运用产业组织理论SCP范式与创新理论的研究范式,重点检视了当前制约中国广告产业发展的两大核心问题,即低集中度与泛专业化,在此基础上,提出创新广告产业的具体对策,即创新广告产业运作模式与发展模式,坚守高度专业化作为广告公司的核心竞争力,在高度专业化的基础上构建广告产业集群,以创意寻求广告公司新的业务增长点。

By using the SCP paradigm of industrial organization theory and the innovation theory paradigm,the article makes an in-depth analysis of the two core problems that currently hinder the development of China's advertising industry,which are low concentration and pan-professionalization.The author points out the countermeasure of industrial innovation.The first one is the innovation of industrial operation pattern and development model.The second one is persevering high degree of professionalization as the core competition of advertising agencies,and constructing advertising industrial colony on the basis of high degree of professionalization.The third one is searching for new operation of advertising agencies by using of creativity.