The Research Of China’s Advertising Industiy Agglomeraiton Pattern Under The Unalanced Development

Unreasonable industrial structure, insufficient consumption and cultural gap arethese problems we need to deal with urgently at present. And the solution of theseproblems depends on the "booster" effects of the advertising industry. The conveningof the third plenary session of the18th marked that our country has entered the phaseof deepening the reforms in all-round ways. The reform and development of cultureshould be put in the whole process of economy developing and socialistmodernization. Advertisement industry as a key part of domestic cultural industry andmodern service industry, it is of great importance to do research about it.The cluster pattern of domestic advertisement industry is unbalanced, in theprocess of industry agglomeration, the competition of gathering and diffusing capacitydecides whether the unbalance of the industry will be aggregated or relieved. Thisarticle begins from the unbalance of domestic advertisement industry agglomeration,connects the region level, the inner industry level, industry put level, use the abundantdata, deeply research the unbalance situation and development of domesticadvertisement industry agglomeration. Firstly, on the basis of existing study, Iestablished the theoretical analysis frame of advertisement industry agglomerationanalyzed the mechanism of advertisement industry regional agglomeration and therelation between advertisement industry inside agglomeration and industry put andeconomic fluctuation, in order to reveal the indicator function of advertisement industry,then base on that, bring out the advertisement industry internal agglomerationfundamental hypothesis and advertisement industry regional agglomeration hypothesis,and then, analyze the data of domestic advertisement industry’s development, studydomestic advertisement industry’s unbalanced current situation and developing trend.Finally, analyze the industry internal time series and the provincial panel data from thedata of our country, use the ARDL model and panel data model to test the hypothesis ofregion agglomeration of the advertising industry. Through theoretical analysis andempirical research, this paper get the following conclusion: (1) the development of China’s advertising industry show the unbalancedcharacteristics of multi-level, it reflects on the unbalance of the inside of industry, theunbalance of industry put and the unbalance of regional development.(2) the relationbetween advertisement industry internal agglomeration and economic fluctuation issignificant, television advertisement media has the feature of counter-cyclical, butother advertisement media are pro-cyclical.(3) the relation between industry puttingand economic fluctuation is significant, when the economy recedes, advertisementputting will go to the defensive industry, when the economy is booming, cyclicalindustry will aggregate more advertisement putting.(4) the situation of the regionalunbalance of advertisement industry is getting worse, but there are differences in theadvertisement resources in central cities, Shanghai is the first option of manycorporations, Beijing has more media resources, Guangdong is a prime option tomany domestic advertisement companies.(5) in regional level, domestic marketrequirement knowledge spillover, level of informatization and government size has asignificant influence on advertisement industry agglomeration, the expansion of localmarket requirement, the enhancement of knowledge intensity and informationizedlevel are all good to advertisement industry agglomeration, but the enlargement ofgovernment size is not beneficial to the agglomeration.The research conclusions above can provide government departme nt withtheoretical basis on the formulation of industrial policy and space planning, base onthat, this article bring out several suggestions, so as to make the best of the barometerfunction of advertisement industry, give advice to how to realize the harmoniousdevelopment of domestic advertisement industry. Obviously, because of the limitedability of the author, this article still has many deficiencies, at the end of the article, Ialso present the limitations of this article.