Research On The Operation Mechanism Of National Advertising Industrial Parks

The 40 years of development of China's advertising industry is full of achievements and challenges.From the perspective of achievements,with the publication of "reunderstanding advertisement" by Ding Yunpeng as the starting point,China's advertising industry has experienced rapid development from zero and from small to large along with the great process of reform and opening up,and has rapidly entered the ranks of the second largest advertising market in the world.However,at the same time,how to solve the problem of "from large to strong" has become an obstacle to the development of China's advertising industrialization,the specific representation of this deep problem includes the lack of large-scale and internationally influential global advertising groups.In fact,the crux of the problem can be attributed to the slow development of intensive advertising industry in China,or as Professor Zhang Jinhai said,"highly atomized industrial structure".After China's accession to the World Trade Organization,China's local advertising industry is facing the impact of overseas giants which is smart intensive and capital intensive.How to avoid falling into the trap of past development of advertising industry such as Japan,South Korea,Hong Kong(China)and Taiwan(China)under the pressure of "invasion" wave of Western advertising industry has become an industry concern.Under the long-term theoretical reserve and the urgent needs of the industry,China's advertising industry authorities officially announced the launch of the construction of "National Advertising Industrial Park" in May 2011,and "intensification" became the main purpose of this policy product.From the micro perspective,"National Advertising Industrial Park" is an excellent window to observe the intensive development of China's advertising industry,which provides a specific,natural and obvious research object;from the macro perspective,it is also a field of interaction,cooperation,gaming and collusion between administrative forces and market forces in the long development process,In different stages of historical development,it shows the law of matching the temporal and spatial background and cultural context,so it can become a miniature landscape to observe the interaction between the two forces in China's economic development and industrial development.In the past,in the construction of national advertising industrial parks,researchers generally focused on the clarification of the rational sources of the advertising industrial parks and the proper mode of policy supply,etc.,which were relatively lack of systematic analysis and combing of the background of institutional arrangement and the deep-seated operation mechanism.There were two reasons for this phenomenon: firstly,because most researchers are difficult to find the path to observe the research object,it is difficult to complete the possession of first-hand information;secondly,the research time is still in the early stage of the development of the advertising industry park,and the in-depth discussion of the operation mechanism is not an urgent matter at that time.However,with the increasingly clear "exit" attitude of administrative power and the urgent need of industrial parks to find alternative solutions when the traditional policy supply exits,it is valuable to sort out the operation mechanism of advertising industrial parks at this time.In the research process,the author conducted in-depth interviews with some representatives of administrative forces(such as the main leading cadres of the competent departments of the industry,local government officials of the advertising industry park,etc.)and market forces(such as the operators of the park,the operators of enterprises in the park,etc.),combined with the on-the-spot visit and investigation of the national advertising industry park,relevant forum minutes,various documents / notices / regulations /announcements issued by the administrative departments,first-hand or second-hand materials such as the official microblog / wechat account / information published on the official website of the national advertising industrial park / press release of the event,etc.,mainly discuss the following questions: how does the administrative power and market power act on the national advertising industrial park? What is the law behind the rise and fall of the two forces in the national advertising industrial park? In the future,how to coordinate the interaction between the two forces when constructing the operation mechanism of the national advertising industrial park?First of all,this paper traces the origin of the Industrial Park theoretically,and clarifies the origin of the advertising industrial park from the theoretical level combining with the theoretical framework of agriculture and industrial location theory,institutional economics,development advertising and so on.From the restudy of the past research,we can find that the common point of advertising industrial park and other industrial parks is that they all focus on the industrial cooperation and cost reduction caused by the clustering and intensive development of the park;but the difference is that compared with manufacturing and agriculture,the advertising industry,as a service industry,is hard to realize the reduction of basic costs such as logistics and sales brought by industrial agglomeration,which benefits more from the dividend brought by the higher level of intensive development.Therefore,it is reasonable for the administrative forces to lead the concentration of production factors at the early stage of the development of advertising industrial park.From the background and content of the institutional arrangement of China's national advertising industrial park,it is not difficult to find that the administrative force itself has become the leading force in the early stage of the development of the park following a similar path.Then,based on the first-hand and second-hand information,the author combs the interactive relationship between administrative power and market power in the initial stage of the industrial park and the continuous development period.In the early stage of park construction,the administrative force,as the leading force,played a key role,including the park layout based on the overall welfare of industrial development,the investment of financial funds and supporting funds to guide the concentration of production factors,the massive construction of the park's normal operation infrastructure,etc.,and the intervention of the administrative force ensured the efficiency of park construction;However,in the continuous development stage,the obvious double leading characteristics between the administrative force and the market force began to form.This is not only because the direct policy supply of the administrative force is difficult to realize the highly intensive development level of the industry,but also because the market force began to have the consciousness of actively participating in the construction and operation of the park in the development process.Under the background of "administrative-market" interaction,the operation mechanism of industrial parks has gradually changed from a unified mode dominated by administrative power in the past to a parallel mode of various modes——behind the separation of operation modes is the response to the emerging problems.It is not difficult to analyze the practical problems in the development and construction of advertising industrial parks from other disciplines such as institutional economics.As Douglas C.North said,"the existence of the state is the key to economic growth,but the state is also the root of economic recession".This view,known as the "North Paradox",has become a model to analyze the main contradiction between the administrative power and the market power behind the national advertising industrial park.Based on the "North Paradox" model,the author explores the necessity of introducing both administrative and market forces into the development of the operation mechanism of the national advertising industrial park.After clarifying the behavior boundary between the government and the market,it is necessary to build a "dynamic balance" mechanism between the two forces.The paper puts forward that it is necessary to ensure the "non-exclusive" dominance of market forces and the "intentional" existence of administrative forces in the market operation mechanism under the consideration of efficiency priority.Under the general direction of "government guidance,market decision" and "return to market,dynamic adjustment",the paper explores the innovative operation mode of advertising industrial park to avoid falling into the dilemma of government failure or market failure.With the construction process of national advertising industrial park and the improvement of the intensive level of China's advertising industry,the specific operation mode of the park will be diversified,but the system logic based on the "administrative market" interaction will not be shaken.