根植失衡与适度根植:根植性视域下广告产业园集群衰退的原因及治理

Embedding Imbalance and Appropriate Embedding:Causes and Treatment of the Decline in Advertising Industrial Park Cluster from the Perspective of Embedding

作为培育广告产业集群的载体,广告产业园是促进广告产业集约化发展的重大制度创新,但随着集群生命周期的演进,部分广告产业园发生集群衰退现象。文章基于根植性理论,构建广告产业集群地方根植性的制度—网络—市场三重维度,在动态演化视角下探析不同生命周期阶段广告产业园集群衰退的症结,认为根植失衡是广告产业园集群衰退的结构性原因。初期成长阶段的广告产业园地方根植不足,导致广告产业集群生成乏力、本地化关系网络稀薄、园区经济活力匮乏;后期成熟阶段的广告产业园地方根植过度引发路径依赖,导致园区创新陷入非效率轨道、知识冗余和内外流通固化、产业技术价值链低端锁定。基于此,文章提出适度根植的治理对策。

As the carrier of cultivating the advertising industry cluster,the advertising industrial park is the institutional innovation to promote the intensive development of the advertising industry.However,with the evolution of cluster life cycle,some advertising industrial parks are experiencing cluster decline.Based on the theory of embedding,this paper constructs three dimensions of embedding system,network and the market of local advertising industrial clusters,analyzes the crux of the decline of advertising industrial parks in different life cycle stages from the perspective of dynamic evolution,and holds that embedding imbalance is the structural reason for the decline of advertising industrial parks.In the early growth stage,the local embedding of the advertising industrial park is insufficient,which leads to the weak generation of the advertising industrial cluster,the rarefied localized relationship network and the lack of economic vitality of the park.In the late mature stage,excessive local grounding of advertising industrial parks leads to path dependence,which leads to the park’s innovation falling into the track of inefficiency,knowledge redundancy,solidification of internal and external circulation,and low-end locking of industrial technology value chain.Finally,the appropriate embedded governance countermeasures are proposed.