Research On The Evolution Of China's Advertising Industry Structure

The problem of industrial structure has long been a cause for concern.Although the advertising industry doesn't take a large proportion in the national economy,but its positive development and rapid growth makes it the frontier in economic field.Relevant researches of advertising industry structure have a long history,but they are not systematic and the results are deficient.The industrial structure mainly refers to a kind of "coupling" between the elements of the industry.This kind of "coupling" means the relationship between quantity and quality.The study of industrial structure is not just a simple combination of several departments or enterprises,but to reveal the economic effects that can be produced behind these kinds of combinations.In fact,the industrial structure effect is also an important indicator of the merits and demerits of the industrial structure.This study is based on the most essential function of industrial structure,analyzing the structure of Chinese advertising industry from the perspective of structure effect.This study observes the industrial structure effect from the evolution course of China's advertising industry structure.The advertising industry structure in each stage surely has different structural effects and acts on the development of the industry.Revealing the logic and influence factors behind this one-to-one correspondence,and clarifying the mechanism of industrial structure effect,could be used as an important reference for the future development of China's advertising industry policy.Although the study is about the evolution course of the industrial structure,essentially it has to rely on the history of development of the advertising industry,it has to extract effective information of industrial structure evolution from the complex advertising industry,which is the beginning of this study.The study revolves around three issues:What is the structure of China's advertising industry?What is the structure effect of China's advertising industry?What are the factors that affect the structural effects of China's advertising industry?The ultimate goal of this study is to provide theoretical support and policy guidance for the adjustment and optimization of China's advertising industry structure in the era of intelligence.All documents and materials lack a description of the connotation of the concept of advertising industry structure,this study takes industrial economics for reference,gives a specific interpretation about the connotation of advertising industry structure by taking the reality of advertising industry into consideration,then further defines the concept of'advertising industry structure effect',which is the base of this study.This study mainly is theoretically constructed on the theory of industrial structure and the theory of economic growth.The study divides the evolution of advertising industry structure into two stages according to the changes of communication environment and the features of the progression:the Age of Mass communication and the Age of Digital Communication.In order to facilitate the discussion,the study further segments the Age of Digital Communication into the Age of Digital Communication 1.0 and Age of Digital Communication 2.0.In these three stages,this study follows the logic frame which is"industrial factors composition-industrial structure status-industrial structure characteristics-industrial structure effect",teasing out the evolution course of China's advertising industry structure,and analyzing the structure effect.Based on the evolution course of China's advertising industry structure,the study reveals that the logic in development of advertising industry structure is changing from blocking to open,from binary to multivariant.Maximization of structure effect is the basic logic of the evolution course of China's advertising industry structure,and specification evolution is the associated logic.In the progression correlation effect and growth effect of the structure are relatively outstanding,open effect stands out in the last two stages,only elastic effect is a little weak.Industrial economics believes that the factors that determine and influence the changes in industrial structure are extremely complex.The main factors include supply factors,demand factors,environmental factors,international trade factors,international investment factors,policy and market factors.The factors are equally complex and diverse.Based on the availability of data and the operability of the research methods,this paper chooses the principal component analysis method to transform the factors that influence the evolution of the advertising industry into the main influencing factors and measure the Specific impact level.In this study,a total of seven indicators were selected through the collection and reading of a large number of related literatures,combined with the theoretical framework of the influencing factors of industrial structure evolution,and the selection of labor supply,financial capital supply,technological progress,market demand,market structure,ownership structure and national economic development As a variable of principal component analysis,it is concluded that the factor that has a prominent influence in the evolution of the advertising industry structure is the market.At this stage,the important factor is the technology.The dominant role of market factors has been accompanied by the evolution of the advertising industry,the whole process,and technology for the disruptive role of the industrial structure in the digital and intelligent age to be highlighted.The evolution of the industrial structure is a continuation of the dynamic process,the current point of view,The advanced development of the digital communication era is the intelligent era,The era of intelligence will cause the changes of advertisingindustry structure,The functions of the advertising company are further broken down and replaced,The value of advertising media will gradually decline,The core format of the advertising industry will change.Faced with such a future,how to grasp the evolution of advertising industry structure direction?How does the effect of the industrial structure go further?This study suggests that the path selection should be based on the market demand as the starting point,give full play to the guiding role of the market mechanism;The company or business of Advertising industry should pay attention to technological innovation,to seize the high-end value yuan,to achieve advertising to the "technology-smart" type transformation;The government should give full play to the functions of macro-control,support industrial innovation,and create a favorable institutional environment for the development of advertising industry.