| According to the Chinese advertising industry "low concentration,pan specialization and other issues,from all walks of life have proposed to cultivate advertising industry clusters,and to improve the strategic ideas of the advertising industry that is about to the level of intensive.Besides in 2011,the government set" constructing of national advertising industry park "as a specific starting point,from the top layer of the institutional arrangements to promote the implementation of the strategy target which is related to Chinese advertising industry cluster and intensive development.However,after years of development,the effect of national industrial action is not fully effective,even gradually generate the "strange neighbor" and" Set but not group" and other issues during the construction of the park,which has been deviated from the target of government.In view of this,whether it is able to go beyond the logic—Geographic agglomeration is bound to form industrial clusters,and beyond from the point of "cluster economy" to understand the cluster on One-sided,beyond the thinking that the industrial clusters will lead to innovative thinking or not.Then it will guide the construction and operation of the national advertising industry park which is relying on the dividend policy,through low cost with the expansion of the practice to build the industrial chain,and making full use of the leading role of national advertising industry park to promote Chinese advertising industry cluster and intensive development,which is for the purpose of this paper.According to the theory of modern industrial clusters,the development of industrial clusters will pass three stages:"geographic concentration(Enterprises getting together)","industrial linkages(industrial agglomeration)" and "network relations(Industrial Cluster)",and one of Innovation is the necessary condition of promoting industrial development from industrial clusters to industrial clusters.Lacking of innovation is one of the important reasons for the national advertising industry park leading to the phenomenon of setting but not grouping.How does the national advertising industry park innovate?The recent research of innovation theory show that the more advantageous technological innovation has changed from the "linear innovation paradigm" of the independent behavior that is belonging to individual enterprises to the "network innovation paradigm" of the collective behavior of many enterprises".How should the national advertising industrial park form a "network innovation" with the collective behavior of the main body of the park?What are the influencing factors?What is the influence mechanism?The thinking of these problems has gradually become a new topic which needs to be explored.To solve this problem means to follow the trend of "industrial cluster" and "innovation" in theory field and practice field.From that reason,this paper will take the national advertising industry park as a typical case,from the perspective of multidimensional proximity theory,and try to explore the theory using the two aspects of the content of the eight chapters.Among them,the second chapter and the third chapter is the theoretical foundation part,this part will first starting from the industrial cluster theory and innovation theory to explain the theoretical connotation,main composition and main characteristics,then points out the defects and deficiencies in the analysis of influence mechanism of cluster innovation.Secondly,it will under the view of multidimensional proximity theory to avoid the phenomenon of adjacency crossover and overlap,and combine the characteristics of the advertising industry and the development of Chinese advertising industry to build analytical framework that is composed of geography,organization and cognition.The fourth and the five or six chapters will discuss the influence mechanism of geographical proximity,organizational proximity and cognitive proximity on the innovation of advertising industry cluster from the theoretical level,then through the collected data of 21 national advertising industrial park operators(Management)and 357 admission enterprises and 136 hours interview record which is about advertising industry cluster innovation from an empirical level survey of theoretical assumptions.In the seventh chapter,we will discuss the interaction between different dimensions and the dynamic coupling mechanism.The conclusion and enlightenment of this paper will be presented in the eighth chapter,the main conclusions are:1.The innovation-driven development of the advertising industry cluster is affected by the proximity in different dimensions.It is the multiple effects that are on the social,institutional,economic,geographical and other spatial attributes during the process of evolution embodied in the three adjacent dimensions,such as geographical proximity,organizational proximity and cognitive proximity.The interaction among the three types of contiguity have different influences on the different stages of cluster innovation.2.The nature of geographical proximity is a measure of the physical distance between behavior subject actors.The positive effect of cluster innovation is mainly to provide the spatial basis for the organization cooperation and knowledge transfer among the subjects in the cluster.However,geographical proximity is not a necessary and sufficient condition for knowledge spillovers and organizational cooperation.At present,the national advertising industry park determines that the advertising companies and related institutions should have a natural geographical proximity within the park,so that the cooperative innovation and knowledge spillover in the park have more advantages and then form cluster innovation.3.The nature of organizational proximity is a trade-off "relationship degree" between actors.By means of reducing transaction costs,controlling opportunism,forming knowledge spillovers,and promoting other neighboring relationships,organizational proximity makes innovation resources internalize in a special organizational structure,then form cluster innovation.At present,the park is based on different geographical embeddedness and social capital to cultivate different degrees of organizational proximity,so that makes the cluster innovation of parks different.But some park provides related experience for us beyond the basis of industrial development and regional embeddedness.4.The essence of cognitive proximity is the consideration of "technical knowledge difference".Its positive impact on cluster innovation can be summarized as:The production of new knowledge often requires complementary between heterogeneity knowledges,which requires the actors to have certain knowledge of identification,absorption,transformation and development capabilities,and requires cognitive adjacency relationship between subjects,thus forms the cluster innovation.At present,the advertising main body status of the national advertising industry park has been initially established,and has a certain cognitive proximity.At the same time,there are various kinds of industries,such as games,animation,software,etc.,which also provide the conditions and possibilities for the complementarity of multiple knowledge.However,due to the uneven situation of the park holding professional knowledge,and the professional knowledge base of some parks also are failed to form a relative concentrated pattern,in addition to the ability of knowledge recognition,absorption,transformation,development is uneven,resulting in the formation of the park with different degrees of cluster innovation pattern.As a new research field,the topic of "multidimensional adjacent and industrial cluster innovation" is still in the initial stage in the domestic and international economics,management science and other fields,and the using of system in advertising area is the first attempt especially in the development of China's advertising industry.Although this paper is around the proposition of "the impact mechanism of China's advertising industry cluster innovation",and try to tests the exploratory research theoretically and empirically,it still has many shortcomings because of some factors,which will be pointed out in chapter eighth. |
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