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回顾我国广告产业进入壁垒问题,我们发现:所有制壁垒最具计划经济色彩但已经走向终结;以广告经营审批制度为代表的资质壁垒是最具操作性的进入壁垒;规模壁垒是最有悖创意产业规律的进入壁垒;产品差异化壁垒是最富于产业特征的进入壁垒;非对称进入壁垒是最新型的进入壁垒;信誉壁垒是最该出台的进入壁垒。广告产业属于文化创意产业的这一特点,决定了以经济规模大小限制中小广告公司进入的政策导向的不适宜性;同时建立信誉档案、把信誉壁垒纳入进来,越来越成为包括广告产业在内的服务业的因应之策。
Recalling the barriers to entry in China’s advertising industry, we have found that ownership barriers are the most planned economic colors but have come to an end; qualification barriers represented by ad management approval systems are the most operational entry barriers; and scale barriers are the most creative industries Regular barriers to entry; product differentiation barriers are the most entry barriers to industry characteristics; asymmetric barriers to entry are the latest entry barriers; and reputation barriers are the most important barriers to entry. This characteristic of the advertising industry as a cultural and creative industry determines the inadequacy of the policy orientation of restricting the entry of small and medium-sized advertising companies by the size of the economy; at the same time, the establishment of credit files and the inclusion of credibility barriers have increasingly become the advertising industry. The response of the service industry.