Development Of China's Advertising Industry

The existent value of advertisement, as the important means of the modern market competition, has been valued widely in the business enterprise field and the marketing realm. The standard analysis and research from the respect of high development of the industry, for so many concept, categories and regulation about the advertisement economy, as a problem of industry economy, are belong to the work that has both theories meaning and realistic meaning. This paper uses the concept and the analysis methods of the economics to analyses basically the normal regulations of the advertisement and the advertisement market, and the development of the market of medium advertisement and the professional advertisement company. During the course of the 25-year-development of Chinese advertisement industry and to research systhematically the problems of the advertisement industry policy, the changing of advertisement system, the strategy of the development advertisement and etc.Firstly, this paper carries on the overview research to the theories, such as the industry advertisement, the advertisement supply, the advertisement industry within economic visual field and the advertisement market structure and etc. This paper explicates the advertisement's property of precise public product and its function of constructing the relation of societies, and it's Positive and negative exterior properties as economic behavior. This paper concludes that excessive advertisement of certain extent is helpful to contribute to realize the enterprises, expectation to the market sale, and that the supply regulation of the advertisement the effect of delaying and accumulation of advertisement and etc. have great effect of the appearance of the advertisement industry, and believes that the natural predominant position of Chinese media cormes to a decision of the medium advertisement for the market. On the research about the development of the market of advertising industry, this text carries on the thorough research about the problem of the difference, the unbalance and the concentration of the advertisement market of Chinese advertising industry. This paper believe that great changes have taken place in the main factory of advertisement constitute, that the non-fast-consumer goods, district economic industry groups and international brands are becoming the important part of newly arisen of advertisement industry of china, and that the advertisement industry in china have already entered "keep on stable development period ".On the research of the market of advertisement medium, the text carries on the comparison research between the market development and the market appearance of the main medium, the text believes that the competitive advantage of "the proper medium in the right place" in the Chinese advertisement medium market is being formed, and believes that the medium advertisement and the phenomenon of oligopoly monopoly in the market of the district have already formulated.On the research of the professional advertisement company, the economic composition of the Chinese professional advertisement company, the advertisement product structure and the earnings mode are analysed economically. The text puts forward that the management structure of the advertisement company must becompleted the modern business enterprise system of the creative type must be built up and t the advertisement professional company core competencies construction must be strengthened and etc. to realize the continuous development of the Chinese advertising agency. This paper believe it is China who puts forward the strategy conceive outline of interior reform and exterior development of Chinese advertisement industry, absorbing new factors to innovate the appearance of advertisement industry, building up " the advertisement capital market" ,and developing the numeral advertisement medium and etc.