A Study On Regional Differences And Influencing Factors Of Advertising Industry Efficiency In China

Advertising industry is an important component of modern service industry and cultural industry in China.It is an important indicator of the degree of market economy development,scientific and technological progress,comprehensive economic strength and social and cultural quality of a country or region.National cultural appeal,brand influence;to achieve General Secretary of CPC and the CPC Central Committee put forward the "two hundred years," the grand objective to play an important role In recent years,China's advertising industry show a blowout-style development,the rapid expansion of industrial scale,industry,the rapid growth of business volume.However,the profits of enterprises are not optimistic,and some advertising companies and even the growth in operating profit at the same time the phenomenon of loss of upside down.The scholars give the explanation from the point of view of technical efficiency,and think that the growth of income depends solely on the extensive growth driven by factor inputs,rather than relying on the improvement of production technology,the optimization of production factors and other intensive growth mode.Therefore,the output of the unit of the enterprise is low,the production efficiency is low,thus affecting the profit of the enterprise.Resulting in lower efficiency level of the overall industry is not conducive to the sustained and healthy development of the advertising industry.Therefore,it is necessary to study the regional efficiency of China's advertising industry.For the promotion of China's advertising industry is healthy and sustainable development is of great significance.Based on the theory of industrial efficiency measurement,this paper measures the regional efficiency of China's advertising industry by using the SFA model and the Malmquist index.And the clustering analysis of regional efficiency is carried out.Secondly,according to the three regions of East,Middle and West,this paper analyzes the efficiency convergence of three regional advertising industry.Finally,the factors influencing the efficiency of advertising industry are studied empirically.The results of this paper are as follows:(1)From the time point of view,from 2005 to 2013 the vast majority of provinces and cities in China advertising industry efficiency gradually increased,but the increase is not significant.In terms of the efficiency of advertising industry in East,Middle and West of China,the eastern region is higher than the central region,and the central region is higher than the western region.(2)regional differences in the efficiency of China's advertising industry,there is a clear development gradient and zonal differences.But there is no technical catch-up between regions and overtaking phenomenon,that is not between the various zones of the "club convergence",the gap between the various provinces within the province is still evolving.And even a "stronger stronger,weak weaker" and "Matthew effect."(3)The improvement of total factor productivity in China's advertising industry mainly comes from technological progress and non-technical efficiency,while the technical efficiency is generally not high because of the low technical efficiency.(4)The empirical analysis of the factors that affect the efficiency of China's advertising industry found that: industrial agglomeration through a significant test but the reverse effect on industrial efficiency.It may be because the crowding effect of advertisement industry is larger than scale effect in some areas of our country,while the other areas are far from the economies of scale.To this end,the Government should optimize the industrial elements of regional mobility,to achieve balanced development across regions.Human capital plays an important role in promoting industrial efficiency and has passed the test of significance.Talent is the key to industrial development,the establishment of long-term mechanism for personnel training to provide technical support for industrial development.Based on the above conclusions,this paper on China's advertising industry's future development of the corresponding policy recommendations.Of course,because of my personal knowledge and academic capacity is limited,this article will have many shortcomings.These are the author in the future academic road to continue in-depth research direction.