International Competitiveness Research Of Chinese Advertising Industry

In recent years, Chinese advertising grows rapidly. The growth rate of advertising market is stable and the scale keeps expanding. In 2007, the size of Chinese advertising reaches 174.1 billion yuan. It is projected China may overtake Japan as the 2nd largest advertising market in the world by 2010. Advertising industry is regarded as amongst the most dynamic key rising industries and is playing an increasingly important role in national economic development.Advertising industry is a part of cultural industry and modern service and is more market-oriented. As the Chinese advertising market is opening wider, international advertising groups are pouring into Chinese advertising market. Chinese advertising industry is under heavy pressure and challenge. It is urgently needed to enhance international competitiveness and develop Chinese advertising.In the face of tough competition, the international competitiveness is measured and analyzed with import and export of Chinese advertising service by economics and index evaluation system. On the whole, Chinese advertising be able to compete, but Chinese advertising lags far behind as compared with countries with advanced advertising and enjoys a huge potential for development.National diamond model is a normal form to analyze industry competitiveness and construct the most important factors of competitiveness, which are factors of production, domestic demand, industries related to advertising, industrial structure, government and opportunity. To analyze the current conditions influencing advertising international competitiveness by diamond model, we find current situation of Chinese advertising. Now, inter-disciplinary talent is lack and the level of using foreign investment. Chinese market is by no means fully developed yet. The level of culture is not high and the demand of culture is not brisk. The mainstay to put advertising lacks competitiveness. Chinese advertising remark is atomic structure and isn't economy of scale. Chinese advertising is opened excessively and lacks sufficient support. In addition, the advertising laws and regulation system is not complete and the level of government supervision should be improved.In view of the international situation, this paper puts forward path selections to further the international competitiveness of Chinese advertising from factors of production, domestic demand, industries related to advertising, industrial structure and government.