The Study Of Yangtze River Delta Region Of Local Advertising Cluster Development

Chinas advertising industry is in a critical period of industrial upgrading, academia and industry are constantly exploring the development path of Chinas advertising industry. Experienced three decades of rapid development, the advertising industry increasingly favorable environment, but also exposed some problems, difficulties in the implementation agency, local advertising companies struggling to survive. As soon as possible to establish good order in Chinas advertising industry, building for the development of Chinas advertising industry model, a fundamental solution to the survival and development of local advertising companies has become the key problemTo find a development way for local advertising company, the most fundamental thing is to recognize their own situation, take local advertising industry with the integration of ecological path. In this paper, drawing on the basis of existing research on a comparative analysis of the development model of the worlds leading advertising industry, but also use knowledge of the cluster to analysis the local ecology of the advertising industry, believe the cluster development model suitable for local advertising company. Cluster developme-nt through the promotion of local advertising companies gather in the same area, the many advantages of using clusters to make up for highly fragmented local advertising companies small height disadvantage, to achieve scale through external cooperation, to a certain extent, can guarantee the competitive local advertising companies advantage. The realization of the external scale is based on a single specialized advertising agency, cluster development can only be used in a certain area in order to point to an area led the way to enhance the strength of the entire advertising industry. The development of the advertising industry in The Yangtze river delta region is relatively mature, and benefit from the international advertising industry, professional basis is good, the advertising industry from the ecological point of view of the region, the Yangtze River Delta region local advertising companies to go the road of cluster development is feasible and very necessary. In addition, The Yangtze River Delta region which center is Shanghai has taken a cluster development with the conditions made some useful attempts in this regard, such as the Jiading "creative industry base of China International Advertising," the establishment. All local advertising companies in the region will benefit from those useful experiencesOf course, The Yangtze river delta region of the cluster development local advertising companies are still have many negative factors, this paper based on the analysis of these issues proposed to build local advertising company in The Yangtze river delta area cluster development characteristics, the Government of reasonable supervision, establishing a c-ommon regional advertising associations, the media to speed up the integration process, to build regional information platform, drawing on experiences in Japan and South Korea develop reasonable suggestions in the hope that the development of regional local advertising company to help.