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在生产相对过剩的消费时代,尤其在当前拉动内需的经济转型时期,研究广告业对国民经济增长的推动效应更具当下意义。本文根据广告业作用于宏观经济对象的不同,将广告业分别作为独立的产业部门、生产性服务业和文化创意产业,从直接效应、间接效应和催化效应三个层面,细化分析广告业作用于国民经济的途径。研究发现,广告业作为独立的产业部门,对国内生产总值和总就业人数具有显著的直接拉动作用;广告业作为生产性服务业,能够间接促进广告主提升竞争力和创新力;广告业作为文化创意产业,对居民消费结构的转型升级和传媒业竞争格局的变迁有着显著的催化作用。
In the era of consuming relative surplus production, especially during the current economic transformation that stimulates domestic demand, it is more meaningful to study the promotion effect of advertising industry on national economic growth. According to the different roles of the advertising industry in the macroeconomy, the advertising industry is regarded as an independent industry department, producer service industry and cultural and creative industry respectively. The author analyzes the role of the advertising industry in three aspects: direct effect, indirect effect and catalytic effect. Way to the national economy. The study found that the advertising industry as an independent industrial sector has a significant direct effect on the GDP and the total number of employed people. The advertising industry, as a producer service industry, can indirectly promote the promotion of competitiveness and innovation of advertisers. Cultural and creative industries have a significant catalytic effect on the transformation and upgrading of the consumption structure of residents and on the changes in the competitive landscape of the media industry.