Non-equilibrium Development Of The Advertising Industry In Zhejiang Province And Mode Selection Research

As the global economic recovery, seeking to rebalance the world economy hasbecome an important issue."Twelve-Five" plan emphasizes strategic directionbecomes more balanced and coordinated development. At the same time, Central hasbeen raised to the revitalization of the cultural industry of State strategic height, andthe advertising industry is both a cultural industry and modern service industry, andplayed a leading role on the national economy.The advertising industry in Zhejiang Province has been in the nation, and theadvertising industry is still in taking off, were small and decentralized. Industrydevelopment imbalances, as reflected in the regional development imbalances,structural imbalances, dropped three imbalances in imbalances. Taking ZhejiangProvince as a case study on the advertising industry is the development of meaningful,guide advertising by non-equilibrium to the benign non-equilibrium transformation isnecessary.This article to advertising industry for research object, to non-balanceddevelopment for point, in non-balanced growth theory, and modern servicesagglomeration theory and the market structure, theory Foundation Shang, usingindicators comparison and the measurement analysis, method on Zhejiang province11to city advertising industry of non-balanced features for integrated analysis, onaround city for reasonable of levels Division, last for all levels explainedcorresponding of space layout and the development mode.Results of this research are as follows:(1) Advertising pilot is not clear that economy’s effect on ads with one-way, andon the economic impact is not significant, and positive signs indicate that theadvertising industry in Zhejiang province a recessive recession.(2) Advertising industry of Zhejiang Province high imbalance in regionaldevelopment, is to center pattern of urban agglomeration. Positive indicates thatHangzhou is1.94%per cent GDP, below0.5%. Degree of contribution to the central city of Hangzhou to60%above, location quotient is2.44, remaining below the1.Advertising2005-2010in Zhejiang Province regional Gini coefficient greater than0.6,was a significant increase trend, height of space Lorentz curve bends.(3) The internal structure of the advertising industry in Zhejiang Province.Positive indicates, first of all, advertising is a dual market competition structure,central city of oligopoly, other Atom-free patterns. Secondly, apart from Hangzhou,advertising agencies and advertising media development imbalances, renders "strongmedia, weak company" the competitive landscape. Once again, industry advertisinglevel imbalances, score3.92010Hangzhou, Ningbo is0.5, the rest scoring below0.Further empirical findings in advertising industry development in Zhejiang Provincearound the city is divided into three levels, throughout the advertising industry in thedevelopment stage of development and market structure is inverted u-shaped curvefeature.On the basis of the above, three modes of development have been presented,namely coordination of two-wheel-drive mode, interactive mode and good moneydrives bad money flooding patterns.