Study On The Interaction Relationship Between Advertising Industries And Economic Development Of Chongqing

Advertising has been well known as the economic barometer,which can reflect the economic development of a country,a region or a city.As an integral part of the economic-industrial structure,advertising industry can lead to economic progress,meanwhile the degree of economic development will also promote or inhibit the development of the advertising industry.In the past 20 years of Chongqing's direct administration,the economy has been in the process of rapid development,as well as the advertising industry.However,behind the gallop,it is necessary to understand the interaction mechanism between the advertising industry and economic development,as well as the degree of interaction.and offer suggestions for promoting the interactive development of the two sides.First,we apply the qualitatively analyze to clarify the mechanism of interactive relationship model between the advertising industry and the economic development.Second,we outline the status of advertising industry and economic development in Chongqing during 1997-2017,and have as good grasp of the realistic environment of Chongqing's advertising industry and economic development as a whole,paving the way for empirical analysis.Third,we empirical analyses the Chongqing's advertising industry data from 1997 to 2017 and Chongqing's GDP,taking the advertising revenue,advertising institutions,advertising personnel,and make Chongqing's GDP growth rate as analytical variables.Using time series analysis in econometrics,time series analysis of variables is carried out to test the interaction and mutual influence between advertising industry and economic development.Combined with qualitative analysis and quantitative analysis,the final research we concluded that:(1)Clarify the interactive relationship mechanism which means that the advertising industry promotes economic development from the new economic power,optimizes the industrial structure and enhances the employment rate,while economic development affects the development of the advertising industry from human capital,technological innovation,urbanization and policies.(2)The overall development of the advertising industry in Chongqing is not high,and the enterprises are highly weak and highly dispersed.Their development mainly depends on the input of production factors,which is an extensive growth model.In the economic development,the tertiary industry has gradually become dominant,the consumption power of residents has increased,and urbanization has developed significantly,but urban development is uneven.(3)There is a long-term stable relationship between the advertising industry and economic development.Meanwhile,there is a causal relationship between advertising industry turnover,advertising revenue,advertising institutions,advertising personnel and Chongqing GDP growth rate.The contribution of the advertising industry to economic growth is greater than the contribution of economic growth to the advertising industry.Among them,the interaction effect between advertising talents and economic development is significant,but the interaction between advertising industry and economic development has a lag effect,and the advertising industry relies on demographic dividends to promote economic development,and the advertising industry cannot yet become a growth point for economic development.In this regard,this paper hopes to increase the interaction between advertising industry and economic development by increasing the capital investment in advertising talent training,strengthening the alliance between advertising companies,extending the life cycle of advertising enterprises.