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由于经济和传媒业发展的不平衡造成了我国广告产业呈现出区域化的基本特征,因而区域广告的研究就成为一个新的相对独立的研究对象。区域广告研究大体可以分为区域内广告产业发展研究和区际广告产业关系研究两个方面。区域内广告产业发展研究主要关注广告产业政策、广告产业服务水平提升、广告产业结构优化、广告产业经营管理水平提高等问题。区际广告产业关系研究则主要关注区际广告产业差异、区际广告产业优势、区际广告产业竞争、区际广告产业合作等问题。
Due to the unbalanced development of economy and media industry, the advertising industry in our country has shown the basic characteristics of regionalization. Therefore, the study of regional advertising has become a relatively independent research object. Regional advertising research can be roughly divided into two areas: the development of the advertising industry in the region and the inter-regional advertising industry. The research on the development of the advertising industry in the region mainly focuses on such issues as the policies on the advertising industry, the improvement of the service level of the advertising industry, the optimization of the structure of the advertising industry, and the improvement of the operation and management of the advertising industry. Inter-regional advertising industry relations are mainly concerned with regional advertising industry differences, regional advertising industry advantages, inter-regional advertising industry competition, inter-regional advertising industry cooperation and other issues.