Study On The Intensive Development Of National Advertising Industry Park

China's advertising industry, though has been continuously growing at a high speed since its revival, has an extensive form of development, resulting in a low level of concentration ratio and a lack of profession. The main reason is the absence of the government which chooses an industrial developmental mode that derives from countries such as America that have a free and open circumstance. This mode doesn't accord with China's realities. To reach the goal of transferring China's advertising industry from extensive form to intensive form, the extant developing mode must be changed, the government must take its role, and the designing and selection of new developing system must be set out. The establishment of advertising industrial park is a significant systematic renovation and a national action of the administrative department engaged in the intensive development. How has the advertising industrial park, act as the supporter, the paragon and leader of intensive development, developing since the inception in 2011, and what is being undertaken to fulfill its goal is the focus of this paper.Setting the intensive development of national advertising industrial parks as its theme, this paper examines the national advertising industrial parks from several aspects:the analyzing framework, the institutional arrangement, the empirical analysis of intensive development, the administrative mode transferring from government-leading to market-leading, the path of intensive development, etc.In light of the precious vague and general speak of the national advertising industrial parks, this paper utilize empirical analysis, collecting data of intensive development from 14 operators and 216 inside companies of national advertising industrial parks, and investigating eight parks, to base the study on concrete realities.In order to scientifically evaluate the situation of intensive development of national industrial parks, this paper combines the intensification theory and the features of intensive development of advertising industrial parks, trying to analyze the intensive development of national advertising industrial parks from three dimensions, namely scale, structure and efficiency. First, in the aspect of scale, they are of low level and uneven development. Second, the features of the structure are submitted as reasonable industrial structure, prominent dominant role of advertising industry, creative design and new media becoming the major node and type of operation, a lack of large-scale enterprises, low level of concentration ratio, etc. When it comes to the efficiency, while the operating efficiency of unit area is low, the input and output efficiency and the operating efficiency compared with the local advertising industry are high. Each park varies a lot in the three dimensions.This paper probes into the progress and problems of the intensive development. This first advice it points out is that the management mode should transfer from government-leading mode to market-leading mode. It argues that the national advertising industrial parks have certain emphases in different operation stages, requiring different management modes. The government-leading mode during the construction period has the same necessity and inevitability as the market-leading mode in the operation period. The functions of government in the operation period are service and supervision rather than abdication. It not only serves for the commercialized management of the parks, but also urges them to take the responsibility of public service, leading them to make progress in the intensive path. Under the condition of governmental guarantee, the enterprises, on the basis of preferential policy, must search for stable and sustainable profit mode. Thus they can flourish the advertising industry, take the responsibility of public service and accomplish the goal of intensive development.With regard to the basic path of intensive development, this paper points out four ways: completing the industrial chains, nourishing major industrial formats, expanding leading enterprises and rearing advertising industrial clusters. Impeccable industrial chain is not equal to complete industrial chain. Its core is an automatic web of production and service according to the special advertising demands. The key types of operation focus on digital advertising companies and integral type of operation, which coincide with the current trend of advertising industry. The emphasis of nourishing key types of operation is not the individuals, but the government, especially the operators that should serve and promote the nourishing by the preferential policy, concierge service, demand and supply, and integration and popularization. The development of leading enterprises needs the actions of government, trade organizations and operators on the one hand, and their own subjectivity. The intensive large-scale enterprises cannot form without the intensive management of leading enterprises, vice versa. The industrial clusters of advertising industrial parks should consist of both substantive and virtual industrial clusters, thus speeding up the intensive development.