中国广告产业结构效应研究

Structural effects of China’s Advertising Industry

随着中国主要矛盾由"落后的社会生产"转变为"不平衡不充分的发展",产业结构的调整已经成为经济发展的核心命题,广告产业作为现代服务业的重要组成部分,其结构调整与优化亦成为中国经济结构调整战略不可或缺的一部分。产业结构效应的提升是产业结构调整的最终归宿,产业结构研究的根本目的是追求结构效应的最大化。本研究以中国广告产业发展的现实状况为基础,在结构主义经济增长理论的指导下,着重关注中国广告产业各构成要素间的平衡度和协调度、对市场需求的匹配度和灵活度、新旧要素的替换率和相互开放融合的程度,尝试从关联效应、弹性效应、成长效应和开放效应四个维度构建中国广告产业结构效应研究的分析框架,并以此对2014-2018年间的广告产业结构效应进行分析,为进一步探讨中国广告产业结构调整奠定基础。

With the transition from"backward social production"to"unbalanced and inadequate development",the adjustment of industrial structure has become the core proposition of China’s economic development.As an important part of the modern service industry and the creative industry,the structure adjustment and optimization of the advertising industry is also an indispensable part of the adjustment strategy of China’s economic structure.The upgrading of industrial structure effect is the final destination of the adjustment of the industrial structure.The fundamental purpose of industrial structure research is to pursue the maximization of structural effects.This paper based on the reality of the development of China’s advertising industry,guided by the theory of structuralist economic growth,Focus on the balance and coordination between the elements of the Chinese advertising industry,the matching degree and flexibility of the market demand,the replacement rate of the new and old elements and the degree of mutual openness and integration.This paper attempts to construct an analytical framework for the study of China’s advertising industry structure from four dimensions:relevance effect,elasticity effect,growth effect and opening effect,and then to analyze the effects of advertising industry structure from 2014 to 2018,so as to lay a foundation for further exploring the adjustment of China’s advertising industry structure.