改革开放以来湖南广告业的发展路径研究

Research on the Development Path of Hunan Advertising Industry since the Reform and Opening up

伴随着改革开放的进程,湖南广告业不断深耕发展,40年来湖南广告经历了快速成长,其成长的内在逻辑和驱动因素值得重新审视,湖南广告业发展的历史脉络需要在梳理中探究发展规律。文章从历史的视角简要梳理了近40年来湖南广告业的经营发展变化,提出了湖南广告业从野蛮式生长到自省式发展、从媒体的附属业务到独立的深耕式全媒体产业、从初级的商品推销到品牌消费文化的构建、从自然积累到资本化运作的探索4个基本特点及其逐步成长的过程,同时指出了从网红特色转化广告业优势的道路依然漫长,以推演广告业发展与湖南的区域自我发展能力提高之间的关联性。

With the process of reform and opening up,Hunan advertising industry continues to carry out deep ploughing and development.Hunan advertising has experienced rapid growth in the past 40 years,and the inherent logic and driving factors of its growth are worth re-examining.The historical context of the development of Hunan advertising industry needs to explore the law of development.From a historical perspective,this paper briefly combs the development and changes of Hunan advertising industry in the past 40 years.This paper puts forward four basic characteristics and the process of gradual growth of Hunan advertising industry from barbaric growth to introspective development,from media ancillary business to independent ploughing all-media industry,from primary commodity promotion to the construction of brand consumption culture,and from natural accumulation to capitalization operation.At the same time,it is pointed out that there is still a long way to go to transform the advantages of advertising industry from the characteristics of online celebrities,in order to deduce the relationship between the development of advertising industry and the improvement of regional self-development ability in Hunan.