| It has important significance for the development of cultural industry to studying the spatial distribution evolution and mechanism of advertising industry in Xi'an. This research, combine with the different stage of advertising industry, studying the spatial layout and evolutionary mechanisms between 2001 and 2010.This paper discusses the spatial layout of the advertising industry and the mechanism of evolution from many aspects such as spatial distribution, region and trend. Based on the theory of industrial economics, regional economics, economic geography and urban geography, the article analyze from the view of macroscopic and microscopic according to the "Xi'an Statistical Yearbook"(2000-2010) in the advertising industry statistics. "Xi'an Yellow Pages"(2000-2010) in business-related information and the survey data through the Spatial analysis method of GIS.This paper include the following process:First, from a macro point of view, the Xi'an city is divided into the central area and suburbs area, compared to the different spheres of advertising business, the results as follows:the most intensive areas is the distribution center in the advertising industry, suburban areas are the fastest-growing advertising industry area, the advertising industry expands from the city center to the periphery. In addition, from the medium level, put the districts and counties as the primary research unit, statistical analysis the development of advertising industry in Xi'an, the results show:Yanta District, the advertising industry form the clear industry cluster center, in 2010, Xi'an high-tech industries Development is the largest density areas of advertising industries. Then, from the micro level, the district offices as the basic research unit, specific analysis the evolutionary trend in the space of advertising industry in Xi'an, between 2000-2010 to spatial characteristics of the advertising industry:Advertising Industry From scattered to focus on the development trend of the characteristics of concentrated industries are more obvious; the status of urban centers has declined; on the whole, Xi'an,Xijie, Dianzicheng,xiaozhai,zhangbagou in the advertising industry concentrated ditch Street, which point-like distribution in the outer city. Finally, the spatial distribution pattern of the advertising industry research shows:the advertising industry distribution is from single core to dual-core development; star radial distribution pattern; the future development trend will be the combination of suspicious trends. Secondly, the paper analyzes the driving forces and the mechanism of evolution in the spatial distribution in Xi'an. This paper summarized the factors as follows:demand factors, government guidance, and urban planning, urban transport infrastructure development, competing forces, and several other aspects of social and cultural factors to be described respectively. Briefly discusses the evolution in power, it summarized the mechanism of the evolution of the advertising industry in Xi'an as follows:With the rapid economic development, the role of the market, social and cultural environment, competition between the regional situation:at the same time, the construction of transport facilities ,government guidance and dynamic role of urban planning, Xi'an advertising industry developed from the center to the outskirts of the growing trend, and formed the two core area of concentration.Finally, the paper proposed the optimization strategies of advertising industry in Xi'an:The cultural adjustment of industrial structure combined with adjustment of urban spatial structure to good functional area; create a good environment for industrial development:stimulate market demand, and promote domestic and foreign trade:further introduction of human capital .build strategic high ground personnel. |
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