發(fā)布時間：2018-07-17 07:43

【摘要】：伴隨市場經(jīng)濟的急劇擴張,很多行業(yè)涌現(xiàn)并快速成長起來。在這一進程中,廣告產(chǎn)業(yè)屬于規(guī)模擴張比較快的行業(yè)。如今時代變幻,不但為其提供了發(fā)展的機遇,也給它帶來極大的挑戰(zhàn),面臨這種情況意味著廣告行業(yè)擁有巨大的發(fā)展?jié)摿?同時,由于廣告行業(yè)正處于高速發(fā)展中,相關(guān)市場和規(guī)范不如發(fā)達國家成熟,加之劇烈的市場爭奪也制造了不少的障礙。中國市場有著很大的潛力可供挖掘,尤其是廣告產(chǎn)業(yè)在此方面的表現(xiàn)更為明顯。許多國外的企業(yè)看好中國的市場紛紛加入,這就造成了國內(nèi)廣告業(yè)發(fā)展被限制的局面,因為國際廣告企業(yè)的涌入,國內(nèi)廣告企業(yè)備受打擊。在廣告行業(yè)中,伴隨著國內(nèi)服務業(yè)的成長,之前依仗規(guī)模取勝的發(fā)展方式業(yè)已無法為企業(yè)的可持續(xù)發(fā)展供應更多的動力。本文擬通過對國家及湖北省廣告產(chǎn)業(yè)的運行狀況和發(fā)展情況進行深入分析,總結(jié)已有的廣告產(chǎn)業(yè)園發(fā)展中累積的經(jīng)驗,分析其過程中存在的問題,制定具有創(chuàng)新價值的對策,進而為產(chǎn)業(yè)園區(qū)發(fā)展得更為穩(wěn)健供以協(xié)助。下文是本文的探究細節(jié):其一,以廣告產(chǎn)業(yè)園發(fā)展對策為對象,從整體角度解析,確定其占據(jù)的優(yōu)勢和隱藏的弊端,找到它的問題所在,探究引發(fā)這些問題的緣由,在對它做了歸納之后,確定廣告產(chǎn)業(yè)園擁有旺盛生命力的關(guān)鍵所在,為下文優(yōu)化策略的編制奠定根基。其二,對產(chǎn)業(yè)園現(xiàn)在的狀態(tài)給以深入解讀,選擇戰(zhàn)略決策中的SWOT分析方法,對廣告產(chǎn)業(yè)園的外在環(huán)境、內(nèi)在環(huán)境和存在的競爭因素給以解析,確定其優(yōu)劣勢,為產(chǎn)業(yè)園發(fā)展營造適宜的環(huán)境。其三,在對行業(yè)本身情形解析之后,解讀了其發(fā)展環(huán)境,結(jié)合相關(guān)管理理論,制定出符合湖北省廣告產(chǎn)業(yè)園的發(fā)展策略,給出其策略鎖定目標和相應的落實形式,同時制定產(chǎn)業(yè)園方略落實和保護的措施及計劃。本文是針對湖北省A廣告產(chǎn)業(yè)園的發(fā)展策略進行分析探討,然后給出具體的策略實施形式和發(fā)展走向。此解析以及方略發(fā)展形式的編制,盡管僅僅是針對湖北省A廣告產(chǎn)業(yè)園,但是其能夠給國內(nèi)其他地方的廣告產(chǎn)業(yè)園提供適當?shù)囊龑?做相應的參照。
[Abstract]:With the rapid expansion of market economy, many industries emerge and grow rapidly. In this process, the advertising industry belongs to the industry with rapid scale expansion. Today's changing times not only provide it with opportunities for development, but also bring great challenges to it. Facing this situation, the advertising industry has great potential for development. At the same time, because the advertising industry is developing at a high speed, Related markets and norms are not as mature as developed countries, coupled with fierce market competition has created many obstacles. The Chinese market has great potential to tap, especially in the advertising industry. Many foreign companies are optimistic about China's entry into the market, which results in the limited development of the domestic advertising industry, because of the influx of international advertising enterprises, domestic advertising enterprises have been hit hard. In the advertising industry, with the growth of the domestic service industry, the development mode that relied on the scale to win has been unable to provide more impetus for the sustainable development of enterprises. Based on the analysis of the operation and development of advertising industry in China and Hubei Province, this paper summarizes the accumulated experience in the development of advertising industry parks, analyzes the problems existing in the process, and formulates the countermeasures with innovative value. Then for the industrial park to develop a more stable for assistance. The following is the research details of this paper: first, take the advertising industry park development countermeasure as the object, from the overall angle analysis, determines its occupied advantage and the hidden malpractice, finds its problem, probes into the reason which causes these problems, After summing up it, the key to the vigorous vitality of the advertising industry park is determined, which lays the foundation for the formulation of the following optimization strategy. Second, the current state of the industrial park is deeply interpreted, the SWOT analysis method in the strategic decision is chosen, and the external environment, internal environment and competitive factors of the advertising industry park are analyzed to determine its merits and demerits. For the development of industrial parks to create a suitable environment. Thirdly, after analyzing the situation of the industry itself, it interprets its development environment, combines with the relevant management theory, formulates the development strategy in line with Hubei Advertising Industrial Park, and gives its strategy locking target and corresponding implementation form. At the same time to formulate industrial park strategy implementation and protection measures and plans. This paper analyzes and discusses the development strategy of A advertising industry park in Hubei Province, and then gives the specific strategy implementation form and development trend. This analysis and the formulation of the general strategy development form, although only aimed at Hubei Province A advertising industry park, but it can provide appropriate guidance to other parts of the advertising industry park, to do the corresponding reference.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8

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