| Statistics is the party and the government,the basis of macro management and regulation is to monitor and guide the important means of economy and social development,at the same time as a series of constraint rules of statistical activity participants behavior and safeguard mechanism,help to maintain the normal order of economic activities and incentive activity main body,and is helpful to reduce the opportunism behavior of statistical activity and uncertainty,achieve the function of statistical standards constraints,so as to promote economic growth.Industry statistics system as a collection of industry development,industry development,industry development trend of the system and method of the foundation,for the industrial development is very important.Issued by the state administration for industry and commerce in 2012 of the advertising industry "twelfth five-year" plan "pointed out:" advertising is an important part of modern service industry and cultural industry in China.Advertising is to guide consumption,expanding domestic demand,stimulating the positive driving force of economic growth,is the enterprise brand,expand the market,is a powerful tool to enhance the independent innovation ability.To develop the advertising is to promote the brand influence,the important way to speed up the internationalization of national brands,is driving the development of relevant industries,improve the efficiency of the allocation of resources,promote the upgrading of industrial structure,the construction of modern industrial system.The effective ways to relevant statistics show that China's advertising business revenue and obvious positive correlation to the national economic development".In view of the advertising industry an important position in national economy,the advertising industry development during the period of the 12th five-year one important task is to establish the statistical investigation system of Chinese advertising industry,including:"set scientific statistical subject,define the scope,the set reflect the basic status and development of the advertising industry statistics index system,method of investigation and supervision mechanism,and further improve the accuracy and timeliness of statistical data.And the advertising industry in China is to conduct the census,the formation of the advertising industry statistical report system,strengthen the analysis and prediction of the advertising industry statistics,which will provide a scientific basis for advertising macro-control and policy adjustment".However,with the rapid development of digital technology and industrial integration process accelerated,the advertising industry statistics is facing a series of challenges,embodied in the following respects.First of all,advertising industry boundary fuzzy statistical system of advertising industry important concept connotation and development trend of industry actual far,such as the advertising industry and public relations,sales promotion,marketing consulting,and other marketing communications services are gradually converge.Second,the development of digital technology make the AD industry organization produces change,resulting in the advertising industry statistical classification standards with actual development situation in the industry.Under the background of organizational change in the advertising industry,new business models such as data analysis,accurate user orientation,advertising business model such as stylized subverts the traditional design,production,distribution and other business processes.Third,with the development of advertising industry scale expands rapidly,the current statistical accounting contents,accounting methods and the index system can not meet the needs of advertisement in our country from all walks of life.In technology development,industry integration and industrial structure restructuring environment background,the current advertising industry statistics system highlights many problems and defects,needs to be optimized.Even so,the current statistical system few scholars study the advertising industry in China,the normative documents is relatively scarce.Therefore,based on the perspective of national economy statistic theory and method,on statistical system comprehensive combing China advertising industry and the current statistical system problems and solutions,has strong practical value,and to fill in the related field theory vacancy.In the second part of this research relevant concepts,theoretical basis of industry statistics were summarized,and makes a detailed research on industry statistics were reviewed.The second part will first industry statistical concepts,industry statistics and the relationship between the national economic statistics,business statistics,industry statistics system and generalizes the basic knowledge of specific content and so on;Second,to the national economy industry classification system,statistics with the product catalog as well as the United Nations and north American industry classification standard of the industry statistics system based on the brief;The third industry statistics,the paper summarized the theoretical basis,the social and economic statistics theory and industrial economics theory of relevant industry statistics related theory;Finally,through the review the research progress of the latest industry statistics,especially in the industry in statistical methods of definition,industry standard design idea and method of statistical classification,the industrial economic accounting in the content and method,etc,were described in detail,to improve statistical definition of relevant concepts of advertising industry,statistical scope definition and classification standard of design and content and the optimization of the industrial economic accounting provide idea and reference.Third part of this study was carried out on the historical development of China's advertising industry statistics system carding work,as well as a detailed description of the domestic advertising industry present statistical system.Because of the statistical work of the advertising industry in China develops relatively late,the lack of institutionalization of statistical work schedule and related second-hand data is very scarce,this study based on hubei,guangdong,guangxi zhuang autonomous region,the industrial and commercial administration bureau,bureau of statistics related to the tax bureau and other units,in-depth interviews,head of collected about the Chinese advertising industry valuable statistical system and reality of working condition of the statistical data,unfold the statistical system combing the historical development of China advertising industry.Including the statistical work in the understanding of the connotation of advertising and the advertising industry evolution;Affects the statistical work of the advertising industry in China's laws,regulations,policies and documents;China's advertising industry statistics scope of classification,statistical classification standards and statistical accounting content such as the historical evolution of the content and methods;In the current advertising industry in China are analyzed statistical scope and classification standard,the index system of statistical surveys;Finally summarizes the factors influencing the statistical system evolution of the advertising industry in China and the evolution characteristics of statistical system,in order to optimize the statistical system for the advertising industry in China.The fourth part firstly on the United Nations' international standard classification of all economic activity(revised version 4)and North America the north American industry classification system(NAICS 2012)as well as its form a complete set of statistics in the product classification,the statistical scope definition and classification of advertising industry standards and advertising industry economic accounting content and methods were summarized.,North America,followed by the contrast of our country and the United Nations about the scope of advertising industry statistics,statistical classification,the industrial economic accounting methods,statistical survey index differences,such as the advertising industry in China the current statistical system for the study of the problems and optimization scheme provides a strong basis.The purpose of this study,the fifth part of the main research is to explore China's advertising industry specific problems existing in the current statistical system.As a result,the fourth part based on our country's academia about the advertising industry related research results and combining with the reality development characteristics of advertising industry main body and the related management unit of investigation and interview,find out the problems with the advertising industry in China the current statistical system defects.Finally found that the current statistical system of advertising industry in China,there exist the following problems.First,the current statistical system,the advertising industry statistics caliber of chaos;Second,the definition is too messy,advertising media advertising company defined too general;Third,the cognition of the advertising service is too narrow,the current advertising industry statistics too fuzzy classification system and its mutual contradictions,the current advertising industry statistical classification standards cannot with foreign related standards;Fourth,the current system,the advertising industry output value and added value accounting problems,and the lack of input and output of accounting,advertising industry survey missing some indicators into the indicator system;Finally,in the actual statistical work in the advertising industry in China,there are the contradictions between advertising industry statistics,director of the unit and the advertising industry statistical investigation the main body of fiddling.Sixth part of this study is based on the fifth part puts forward the problems,to redesign the statistical classification standards of our country's advertising industry.This research follows the national economy,industry statistics classification criteria of design must be based on related industry development guidance,therefore this chapter firstly studied the advertising industry development "much starker choices-and graver consequences-in planning of induction of advertising industry development goals,and then illustrates the advertising industry,purpose and principles of statistical standards design framework.The second part of this chapter is based on Delphi method,through three rounds of expert questionnaire,finally proposed the perspective of industry statistics,the concept of advertising,namely "advertising is by a commodity operator or service provider bear the costs,through certain media or fonns,in order to communicate with customers for the purpose of marketing communication activities",this concept will be a variety of marketing communications activities included in the category of advertising such as public relations,direct advertising,packaging design,logo design,display design,etc.In determining the perspective of advertising industry statistics,the concept of this study is based on the definition,and then to service industry statistics under the perspective of advertising,the advertising industry has carried on the definition,aims at providing a subject and determine the scope of advertising industry statistics.This study argues that advertising creative services to advertisers to provide advertising activities and realize the whole process of services,including all ancillary services in the process of advertising campaigns.Among them,the idea of the AD campaign with realize the whole process of service refers to the advertising creative,advertising planning services,advertising design services,advertising services,advertising services,advertising agency services,direct response advertising services,exclusive advertising services,public relations services,and other advertising services;Ancillary services in the process of advertising campaign refers to the advertising activities related research,consulting,effect monitoring,data research,software design and other information technology,and other services.Advertising industry,through certain media or forms,for advertisers to provide creative advertising activities and realize the whole process of services,including providing advertising activities in the process of all ancillary services enterprises,institutions,individual businesses and advertising corporate collections.Advertising industry statistics subject and then identified as:through certain media or forms,for advertisers to provide creative advertising activities and realize the whole process of services,including providing advertising activities in the process of all ancillary services enterprises,institutions,individual businesses and advertising group.Scope of advertising industry statistics:in the industrial and commercial administrative units at all levels and the tax unit for the record,in the scope of business(including main and concurrently)to fill in any one or more of the listed in the above advertising service companies;Hold the advertising business permit of radio,television,newspaper,magazine and other public institutions;Across all levels of the industrial and commercial administrative units and tax filing,in the scope of business(including main and concurrently)to fill in any one or more of the listed in the above advertising service is individual and industrial and commercial door and advertising organizations.Among them,print advertising materials,manufacture and install the display panel,electrical manufacturing,machinery,metal signs,mail advertising materials,independent of software development,data analysis and data management,the independent market research,marketing consulting,conference exhibition organization and management,packing service,independent agent activities,does not contain the enterprise information,product or brand conceptualization and production of the works of art or graphic design,multimedia design and animation design,independent activity,print advertising materials out of the advertising photography industry statistics scope,from belong to the corresponding industry of national economy.In this research the fifth part of a final study content,as the design of the advertising industry statistical classification standards.The first part based on the above research conclusion,change the advertising industry statistical classification standards to "advertising and related industry statistical classification standard",and formed a preliminary classification of tertiary structure.Then through the expert investigation method,send to classification standard to the target experts and through in-depth interviews,adjust statistical classification standard to seven categories of services;26 classes in service;43 species of small class service,and ultimately created advertising statistical classification and related industries.The seventh part this study according to the fifth chapter discusses the advertising industry in China economic accounting content and method,the defects of the advertising industry three important statistical accounting content and method of statistical investigation,advertising industry index system and scheme are studied,and the advertising industry in China real statistical work three Suggestions are put forward.First by the relevant authority of the added value of industrial output value and the calculation method of the review,determine the specific way that advertising industry output value and added value of accounting,including advertising industry added value accounting of the three methods of research,current price,the added value of comparable price calculation method,the economic census year and economic census year advertising industry added value calculation method,etc.Research also input-output table by reference to the tourism industry of knitting patterns,the advertising industry input-output table of a set of"stripped" coefficient method was proposed,and on how to use the compiled "stripped"coefficient contains advertising industry input-output table were described in detail;And then analyzes how to use the advertising industry input-output table analysis related issues.The final part of this chapter according to the advertising industry output value,index of output and input and output accounting requirements,design the advertising industry three-level index system and statistical survey scheme,and on every level 3 of the advertising industry survey index is defined and illustrated.In the advertising industry survey scheme design,research,respectively from the advertising industry and the source of the statistics and statistical survey methods are two aspects are studied,finally puts forward a set of solutions. |
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