長(zhǎng)三角地區(qū)本土廣告公司集群化發(fā)展研究.pdf

1、II‘ThestudyofYangtzeriverdeltaregionoflocaladvertisingclusterdevelopmentADissertationSubmittedfortheDegreeofMasterCandidate：AnWenJingSupervisor：LiMingLiangCollegeofHumanitiesandCommunicationShanghaiNormalUniversityShangh

2、ai，ChinaMarch2011AbstractChina’Sadvertisingindustryisinacriticalpedodofindustrialupgrading，academiaandindustryareconstantlyexplodngthedevelopmentpathofChina’SadvertisingindustryExpenencedthreedecadesofrapiddevelopment，th

3、eadvertisingindustryincreasinglyfavorableenvironment，butalsoexposedsomeproblems，difficultiesintheimplementationagencylocaladvertisingcompaniesstrugglingtosurviveAssoonaspossibletoestablishgoodorderinChina。Sadvertisingind

4、ustrybuildingforthedevelopmentofChina。Sadvertisingindustrymodel，afundamentalsoluUontothesurvivalanddevelopmentoflocaladvertisingcompanieshasbecomethekeyproblemTofindadevelopmentwayforlocaladvertisingcompanythemostfundame

5、ntalthingistecognizetheirownsituation，takelocaladvertisingindustrywiththeintegrationofecologicalpathInthispaperdrawingonthebasisofexistingresearchonacomparativeanalysisofthedevelopmentmodelofthewodd。Sleadingadvertisingin

6、dustrybutalsouseknowledgeoftheclustertoanalysisthelocalecologyoftheadvertisingindustrybelievetheclusterdevelopmentmodelsuitableforlocaladvertisingcompanyClusterdevelopmentthroughthepromotionoflocaladvertisingcompaniesgat

7、herinthesamearea，themanyadvantagesofusingclusterstomakeupforhighlyfragmentedlocaladvertisingcompaniessmallheightdisadvantage。toachievescalethroughextemalcooperation，toacertainextentcanguaranteethecompetitivelocaladvertis

8、ingcompaniesadvantageTherealizationoftheexternalscaleisbasedonasinglespecializedadvertisingagencyclusterdevelopmentcanonlybeusedinacertainareainordertopointtoanarealedthewaytoenhancethestrengthoftheentireadvertisingindus

9、tryThedevelopmentoftheadvertisingindustryinTheYangtzenverdeltaregionisrelativelymature。andbenefitfromtheinternationaladvertisingindustryprofessionalbasisisgood，theadvertisingindustryfromtheecologicalpointofviewoftheregio

10、n，theYangtzeRiverDeltaregionlocaladvertisingcompaniestogotheroadofclusterdevelopmentisfeasibleandverynecessawInaddition，TheYangtzeRiverDeltaregionwhichcenterisShanghaihastakenaclusterdevelopmentwiththeconditionsmadesomeu

11、sefulattemptsinthisregard，suchastheJiading”creativeindustrybaseofChinaInternationalAdvertising，”theestablishmentAlllocaladvertisingcompaniesintheregionwillbenefitfromthoseusefulexpenencesOfcourse，TheYangtzedyerdeltaregio

12、noftheclusterdevelopmentlocaladvertisingcompaniesarestillhavemanynegativefactors，thispaperbasedontheanalysisoftheseissuesproposedtobuildlocaladvertisingcompanyinTheYangtzedyerdeltaareaclusterdevelopmentcharacteristics，th

13、eGovernmentofreasonablesupervision，establishingacommonregionaladvertisingassociations。themediatospeeduptheintegrationprocess，tobuildregionalinformationplatform，drawingonexperiencesinJapanandSouthKoreadevelopreasonablesug