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本文通过阐述中国广告产业改革开放以来的历史发展轨迹,评价中国广告产业的制度安排,分析现有制度框架下存在产业保护与扶持政策缺失,激励性制度与约束性制度安排失衡,行政为主导的市场管理体制以及产业定位与战略发展规划缺乏等制度安排缺陷。基于此,本文提出了中国广告产业未来发展在制度安排上的建议和思路:由行政主导走向国家主导;进一步走向行业自治;坚持激励性制度为主导的取向;加强全民广告素养教育;加强制度动态供给。
This article expounds the historical development of China’s advertising industry since its reform and opening up, evaluates the institutional arrangements of China’s advertising industry, analyzes the existing policies of industrial protection and support, the imbalance between the incentive system and the binding institutional arrangement, and the executive-led Market management system and the lack of industrial positioning and strategic development planning and other institutional shortcomings. Based on this, this paper puts forward suggestions and thoughts on the institutional arrangements of China’s advertising industry in the future: from the leading of the government to the leading of the state; furthering toward the autonomy of the industry; insisting on the orientation of the incentive system; strengthening education of the people’s advertising quality; strengthening the system dynamics supply.