Research On The Development Of Shaanxi's Advertising Industry

Since only 30 years' development, the advertising industry of Shaanxi province has played an important role in the economy development of Shaanxi. The advertising plays an active role in pulling consumptions and expanding domestic demand. With the gradually establishment of market economy system, the advertising has a large develop prospect. Then, what is the status of the development of Shaanxi advertising industry at present times. What are the issues hinder the development of the Shaanxi advertising industry .These problems are worth to in-depth study.First, this paper studies the status of the development of the Shaanxi advertising industry. Although the scale of the Shaanxi advertising market in the western region is in the forefront, but compare with the developed areas in China still a large gap. Shaanxi advertising industry practitioner's status exist, "a high average number of employee, per capita advertising turnover low". Shaanxi Province cities, interval advertising industry is very much unbalanced. Second, in the Shaanxi advertising industry's economic environment, Consumption is the most important factor affecting the advertising industry development, the national economy overall Secondly, the income is the least impact of the development of the advertising industry. In industrial environment, the advertising volume of the secondary industry's products has the largest amount, and the tertiary industry in product ads Secondly, the primary industry of agricultural products in the smallest ads. Third, in the level of industrial organization, there is low market concentration of advertising operating units' economies of scale and scope economy is not significant, as well as high barriers to entry exist and the dual characteristics of lower in Shaanxi advertising industry market structure. Although the Shaanxi advertising operating units through diversified operating for the operation and control of the industry chain competition, but competition means for using low-cost resources and media resources, is still the primary means of competition. Shaanxi advertising industry in the lower level of industrial economies of scale and lower advertising operating units operating efficiency, technological innovation of advertising medium that is the role of the new media is not significant. Finally, it proposes some suggestions to Shaanxi advertising enterprises, such as the lack of core competition ability, the imbalance of development in different areas in Shaanxi, the marginalization faced by advertising agency companies, the absence of advertising agency systems etc, all of which are discovered by analyzing the present development situations and industry structures of Shaanxi advertising industry.Research on the development of Shaanxi advertising industry is of important significance for China's advertising industry to improve the theoretical studies of system, and rich industrial economics research. And on the other region of the country, especially with the similar level of economic development of Shaanxi and the similar development level of advertising industry, this study has a certain reference value.