论文部分内容阅读
广告业整体的大发展,离不开政策的支持、政府的指引、大环境的良性循环和与广告相关产业的紧密合作。目前我国广告经营额不及发达国家平均水平的一半,人均广告费更远低于发达国家,广告业规模与我国世界第二大经济体和第一大出口国的地位极不相称。此外,广告业发展还面临专业化、集约化、国际化程度不高,粗放经营方式普遍存在,创新能力不强、动力不足,广告市场秩序有待规范等问题,这些问题在一定程度上制约了广告业的快速、健康、稳定发展。
The overall development of the advertising industry is inseparable from the policy support, the government guidelines, the virtuous circle of the environment and the close cooperation with the advertising related industries. At present, China’s advertising revenue is less than half the average level of developed countries, per capita advertising costs much lower than developed countries, the size of the advertising industry and China’s second largest economy and the status of the largest exporter disproportionately. In addition, the development of the advertising industry also faces the problems of specialization, intensiveness, low degree of internationalization, widespread management of extensive operations, weak innovation ability, lack of motivation, and the need to standardize the advertising market. These problems to a certain extent restrict advertising Industry’s rapid, healthy and steady development.