Problems And Policy Research On Western Advertising Development

Problems and policy research on western advertising developmentInvestment in western region has dramatically increased since the grand western development program started. In the meantime, infrastructure and eco-environment construction have made great progress in this region, and the economic growth race become faster and faster. As a barometer of Chinese western economy, advertising in western China has recovered and further developed due to western economy improvement. Western economical promotion has driven the development of western advertising and further advanced social and economical prosperity in western region. However, in the meantime, the size, development speed and benefit of western advertising are still lower than the average national level. Therefore, great gap still exists between eastern and western advertising.It is can be found that western advertising is facing uncommon opportunities through background analysis, but if the great gap between eastern and western advertising maintains, it would be harmful to national advertising development, as well as to the development of western advertising even to western economical development. As western development drive entering into a new phase, western economy would improve in greater speed without any doubt. Facing opportunities and challenges, western advertising should reply actively, react scientifically, and develop pragmatically. On the basis of integrative expatiation and analysis on current development and problems of western advertising, this thesis summarizes the reasons which lead western advertising hang behind and face bottleneck condition, and propose a strategic concept for sustained development of western advertisingIn the national point of view, the development of advertising is always restricted by local social and economic development, but as the grown-up of different regional economies with their own characteristics, advertising in different regions would show their regional characters. It has its own geographical limitation of economical development in western region, yet the vast land and special culture are resources that western advertising agents are looking for. Although the fact is following backward, it also indicates great potential and hope. It is their common subject for western advertising, media and adverting agents to find the way that how to make western advertising form competitive regional scale to cope with challenges from other regional markets. After over 20 years'period of recovery, development, and exploration, western advertising should face the reality, adjust orientation, enlarge the scope of idea, and shift concept. With the grand promotion of western economy, western advertising would flourish for sure through great efforts.