Research On The Development Of The Advertising Industry In Xinjiang

As one of the fastest growing industries in the national economy, advertising industry has gradually become an important industrial power. The new incentive policies have provided an unprecedented opportunity for the development of advertising industry in Xinjiang. At present, what are the industrial scale and structure of the advertising industry in Xinjiang? And what are the factors that restrict the development of Xinjiang advertising industry? How is Xinjiang advertising industry associated with the related industries? How does the advertising industry achieve the goal of the economic development in Xinjiang? These are the common concerns for the government, academic research field and local industries.In the first part of this paper, the overall development of Xinjiang advertising industry is well illustrated from different perspectives with a large number of statistical data. The research found that the advertising industry in Xinjiang is weak, the development fluctuates greatly, the growth rate is slow, and its low contribution to the GDP rate. The analysis of Xinjiang advertising industry and local economy showed a low degree of coincidence in both growth curves; economic growth is not significant for stimulating the advertising industry; and the two did not form a positive interactive development. Compared with other provinces, the advertising industry in Xinjiang is still at a low developing level. Based on SCP analysis, we found that Xinjiang advertising market belongs to the low centralizing atomic market structure and with poor market performance from local advertising companies.Based on the industrial correlation theory, in the second part of this paper we mainly concentrated on the research of the collaboration between Xinjiang's advertising industry and related industries. Relevance, dependence and diversity as industrial characteristics determine the high relevance to the advertising industry. There is a high degree of correlation between advertising industry and many industries in the national economy, especially with the cultural industry, business services, manufacturing, information industry. The characteristic of the three industrial structure in Xinjiang shows that the economy here is at a low level industrial structure which is not conducive to the sustainable development of its economy and industrial structure optimization. The most effective way to adjust the industrial structure and stimulate economic development of Xinjiang Province is to exert the strength of local resource and promote the the characteristic superior Industries. According to the analysis of resource industries in Xinjiang, we learned that agriculture tourism and artistic entertainment industries have significant industrail advantages and developmental potentials.The research result of the advertising structure of Xinjiang shows the related characteristic industries(agriculture industry,artistic entertainment industry and tourism industry) are under-developed with a low advertising investment. The imbalanced relationship between the advertising industry and related industries which to a certain extent has not only affected the development of local characteristic industries but also restricted the improvement of the local advertising industry. The following reasons illustrate the situation clearly:firstly, the inadequate governmental attention on the cooperation between advertising industry and related industries; secondly, the insufficientinteraction between advertising industry and related industries;thirdly, weak advertising awareness among related industry business owners;and the last, inefficient brand development service for the most related industries. The negative impact of the imbalanced relation between the advertising industry and related industries caused the local advertising market supply short age which also restricts its scale development; meanwhile it influences the economic transformation of from resource advantage to the industry advantage and counts against the development of related industries.The third part of this dissertation focuses on the collaborative development of Xinjiang advertising industry and related industries. On the research basis of synergetic theory, it is found that the advertising industry is a large system. The elements of the advertising industry of itself are internal subsystems, and the highly related industries form an external subsystem;the combination of both subsystems constitute the advertising industrial system. In the system the correlation degree between the advertising industry and the relevant industry directly influences the level of advertising industry development.As a result we found that there are three main factors which restrict the development of Xinjiang advertising industry:first, the underdeveloped tertiary industry economic environment; the second, the lack of advertising market supply which is caused by imbalanced relation between the advertising industry and related industries;the last, local advertising market is still at a small scale and the concentrated market is also at low level of development. Scale development is the inevitable choice for the transformation and development of the advertising industry in Xinjiang. The main way to achieve this target is that the scale development of local advertising companies and the establishment of the local advertising industry park. The development of regional advertising industry should be based on the local superior related industries; and the synergetic development of both is also an effective way to promote the scale development of advertising industry.Based on the previous research, this paper puts forward the strategic thinking of synergetic development of Xinjiang advertising industry and related industries under the supervision of the local government. The significance of establishing the cooperative operational system are as following:first, it is propitious to integrate the industrial advantages in the region and achieve the effectiveness of resource allocation; second, it is conducive to create a combined development model between the advertising industry and related industries. Third, it is advantageous to promote the regional cooperation between economic productivity and academic research based on the development of advertising industry. In order to ensure the effective implementation of the coordinated development, following cooperative operations are proposed:first, put the developing plan of advertising industry and related industries into the overall industrial scheme; second, promote industrial combined development with the cooperation of advertising industry and related industries; third, establish a collaborative innovation base of industry and research for advertising industry and related industries, aim to promote industrial innovation and talents cultivation.