Study Of The Regional Unbalanced Development Of Chinese Advertising Industry

The advertising industry in China is an important part of the modern service industry and cultural industry. Because of the double attribute of advertising has both economic and cultural, the level of development of the advertising industry has become an important symbol of measuring a country or regional economic development, level of scientific and technological progress, the comprehensive economic strength and social and cultural quality. The advertising industry as an important part of China’s cultural industry, to enhance national image and national soft power, constructs the socialism harmonious society plays an important role in. According to the situation of our country, the advertising industry showed regional and industrial development of the internal "unbalanced" phenomena to a certain extent, restricts the development of advertising industry. Therefore, in the new situation, the research on advertising industry development non balanced situation, promote the advertising industry to the benign non balanced development of practical significance.Based on the systematic theory of the non balanced development, construct an advertising industry development influence factors analysis framework, specific interpretation service industry agglomeration development reason and the influence factors how to influence the development of advertising industry; then, analysis of China’s advertising industry, the non balanced development, study the change trend and spatial distribution characteristics; then, on this basis, the31provinces of China advertising industry data, using the analytical method of econometric model, on the advertising industry agglomeration theory hypothesis of non equilibrium to empirical test. Through theoretical analysis and empirical research, this paper draws the following conclusion:(1) The interpretation of the traditional manufacturing industry agglomeration theory differs service industry is mainly due to the impact of market demand, the level of information, knowledge spillovers, institutional environment and other factors, in order to constitute a service industry’s theoretical framework, this analytical framework analysis using non-balanced development of the advertising industry;(2) At different stages of development, the advertising industry is not the same effect on the economy:in the take-off stage in the advertising industry, the advertising industry pilot is not obvious, the economy has a single ad promoted to, and advertising on the economic impact was not significant, but in the advertising industry in the mature stage of the region, the advertising industry and the economy is on a positive interaction and mutual promotion;(3)China’s advertising industry, regional development highly unbalanced, was East High West, a low tendency:in Beijing, Shanghai, Guangdong, the three most economically developed regions, advertising revenue in2011of more than50%of the country, while in economically underdeveloped regions of Hainan, Gansu, Ningxia, Tibet, Qinghai Province ad5total business volume of less than1%of the country;(4)Market Structure of China’s advertising industry, non-equilibrium:our media unit was low oligopoly market structure, and type of advertising is the atomic structure of competition, resulting in excessive competition in the advertising market, to some extent, restricted the development of China’s advertising industry;(5)Regional disequilibrium studies show that nationwide gathering evolving convergence on the basis of eight regions showing three different morphology space:the east coast, the middle reaches of the Yangtze River, the southern coast of space significantly positive correlation; northern coast of negative correlation; other region showed a weak positive correlation effects;(6)An Empirical Study of the unbalanced development of China’s advertising industry showed:market-oriented advertising industry to narrow the development gap between regions has a positive effect; government intervention will exacerbate the gap between regions; impact of human capital on the unbalanced development of the advertising industry further exacerbated; improve the level of information to narrow the gap between the regional advertising industry; China’s advertising industry, due to the small scale enterprises, the large number of excessive competition, research shows that for a negative role in reducing regional disparitiesThe conclusion of the study can provide scientific and theoretical basis and space planning for government departments to formulate industrial policy, this paper puts forward some to narrow the regional gap of China’s advertising industry policy recommendations, which for the promotion of China’s advertising industry from non balanced development to the development of benign non equilibrium has important significance. Of course, the author’s limited academic level, this paper still have many deficiencies, the last part of this paper puts forward the limitations of this study and future research directions.