| Since1979, the reopening of the advertising market had got the rapiddevelopment of China’s advertising industry. Statistics show that in1979more than adozen national advertising business unit households employing about1,000people inadvertising, and the advertising revenue is only about10million. And as of2008,there were186,000business units, and the advertising practitioners up to126.7million, also the advertising revenue is up to about189.95billion yuan. After2010,the average annual turnover of150billion advertising industry has made China be theworld’s sixth largest advertising market.However, after over30years of rapid development, the growth rate of China’sadvertising industry started to slow, and some long-standing problems in theadvertising industry are gradually emerging,which can not be ignored. First, China’sadvertising industry has been in a highly fragmented and highly weak state ofdevelopment, the number of advertising companies is large but they all have agenerally small scale,which made it is difficult to form the core competitiveness;Second, China’s advertising agency profit margins in the fierce market competitioncontinue was divided; third, the strong expansion of multinational advertisingcompanies speed up the process of localization, local advertising companiesstruggling to survive the environment; fourth, our company is highly dependent onmedia advertising resources, advertising the company’s development by the mediaconstraints. These issues can not be ignored so that the development of China’sadvertising industry has encountered a bottleneck, the advertising industry’stransformation imperative to upgrade. This paper argues that to break the bottleneckof the development of China’s advertising industry, enhance the overall scale ofdevelopment and competitiveness, industry cluster undoubtedly is the inevitablechoice of China’s advertising industry with the basic path to complete transformationand upgrading.The main contents of this paper is divided into six chapters:The first chapter discusses the research background and significance of this paper,related research at home and abroad, research ideas and research methods applied, andsummarizes the innovation of this paper. The second chapter is the concept of China’s advertising industry, characterizedby its development situation analysis, this part of the advertising industry to define theconcept and positioning of the advertising industry, then two-stage analysis of thedevelopment of the advertising industry as well as the main features of each stage,while focusing on the analysis the development process of China’s outstandingproblems appearing in the advertising industry, advertising industry to resolve thebottleneck.The fourth chapter is the meaning of development of the advertising industrycluster, namely to achieve advertising industry cluster helps to improve the level ofindividual advertising and comprehensive professional services capabilities, and beable to form the whole scale of the advertising industry;,and also be capable offorming a develop-mechanism of outstanding person to transport fresh blood for theadvertising industry.The fifth chapter is the path to achieve the advertising industry cluster. This partof the analysis is the basis of the previous text, drawing advertising industrytransformation and upgrading of basic options-the advertising industry cluster, whilethe industrial clusters from three platforms, the realization of government policies andmarket advertising industry cluster analysis and path Discussion to support all forcesto achieve the transformation and upgrading of China’s advertising industry,advertising industry realized that cluster development.The sixth chapter is the conclusion part,and derived through analysis anddiscussion of how to achieve the transformation and upgrading of the futuredevelopment of the advertising industry, namely the realization of advertising industrycluster. |
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