Research On The Creative Influencing Factors Of Advertising Enterprises

With the continuous change of the times,the creative industries in every country of the world are developing and expanding gradually.The western countries dominated by the United States and Britain have taken the creative industry as an important source of promoting the development of the social and economic development.With the development of economic globalization,China is paying more and more attention to the development of creative industries.The knowledge economy era pays attention to the transformation of knowledge.The core of creative industry lies in creativity and creation.How to improve creativity of creative industry and raise the high added value of creative industry is an important research topic at present.Based on the research and analysis,this paper summarizes the present situation of the advertising industry in China and the factors that affect the creativity of the advertising industry.The article is divided into three parts: background research,theoretical review,empirical research,results analysis,summarization and countermeasures.In the first part,we first analyzed the current development of advertising industry in China and put forward the main contents of this paper by related theories.Through the way of interview and questionnaire,the related factors that affect the creativity of advertising enterprises are summed up based on the related literature,and the model and the related assumptions are put forward.The second part,based on the excellent advertising industry in Nanjing,Shanghai and other places as the main research object,carries out field research.The influence of these factors on the creativity of advertising enterprises is discussed by integrating the individual factors,team factors and environmental factors into the whole framework of the research and using the relevant statistical analysis software.The third part,the systematic summary of the previous part of the research conclusions,in view of the related issues,put forward relevant research proposals,the end of the article,analysis of the lack of research in this paper and put forward the prospect of future research.