城市广告业集群分布模式——以深圳为例
收稿日期: 2004-10-08
修回日期: 2005-01-03
网络出版日期: 2005-03-25
基金资助
国家自然科学基金项目 (40201013)
Cluster Modes of Advertising Industry: with the Case Study of Shenzhen
Received date: 2004-10-08
Revised date: 2005-01-03
Online published: 2005-03-25
Supported by
National Natural Science Foundation of China, No.40201013
广告业是商品经济和消费文化的必然结果,世界发达国家的广告业具有明显的创意和文化产业之特点。我国广告业在改革开放以后获得了恢复和快速发展。以深圳为例,将广告业作为文化产业服务与生产体系,采用广告业业内人士的分类框架,建构和分析了深圳广告产业的基本结构特点。运用GIS空间分析工具,识别了广告业在城市空间的分布和集群形态。结合对广告公司的深入访谈,提出广告业集群的形成和关联机制具有广告主主导型、媒体依赖型、产业关联型、成本导向型、环境氛围导向型和社会关系型等6种模式。由“广告公司—广告主—广告媒介”组成的三角博弈关系以及三方各自可能到达的地理空间范围,共同作用,构成了广告公司生存、发展、区位选择、空间流动和地域拓展的核心动力机制,任何一方的实力和地理空间变化都可能影响一个城市和地域整体广告业的生态格局。
李蕾蕾, 张晓东, 胡灵玲 . 城市广告业集群分布模式——以深圳为例[J]. 地理学报, 2005 , 60(2) : 257 -265 . DOI: 10.11821/xb200502009
This paper regards advertising industry as a service and production system with features of cultural economy. By applying the advertising industry classification system used by current professional practice in advertisement rather than by government statistical and management system, the authors establish and analyze the structure and characteristics of advertising industry based on a case study of Shenzhen. By using the tool of GIS, the authors identify and discuss the spatial distribution and clusters of Shenzhen advertising industrial units. Six cluster formation models, which are named as clients domination cluster, media dependent cluster, inter-firm linkage cluster, cost driven cluster, milieu driven cluster and social relationship cluster, are put forward and explained based on deep interviews with advertising agencies. The dynamics of advertising industrial development, esp. the advertising enterprises' existence, growth, location choice, spatial movement and regional strategy, are influenced by a sort of gaming triangle relationship formed by advertising agencies, clients and media as well as these three partners' geographical extension of development. Any change of any partner will influence the whole ecology of advertising industry in one city or region.
Key words： advertising agencies; clients; media; industrial cluster; cultural industries; Shenzhen
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