Cluster Modes of Advertising Industry: with the Case Study of Shenzhen

  • 1. Communication Department, Shenzhen University, Shenzhen 518060, China;
    2. Department of Information Management, China Agricultural University, Beijing 100094, China

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


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.

Cite this article

LI Leilei, ZHANG Xiaodong, HU Lingling . Cluster Modes of Advertising Industry: with the Case Study of Shenzhen[J]. Acta Geographica Sinica, 2005 , 60(2) : 257 -265 . DOI: 10.11821/xb200502009


[1] Mort F. Cultures of Consumption. Nanjing: Nanjing University Press, 2001, 111-181.
[英]弗兰克.莫特. 消费文化. 南京: 南京大学出版社, 2001. 111-181.]

[2] Modern Advertisement Magazine (ed.). Collection of China Advertising Industry Twenty Years Statistic Information. Beijing: China Statistics Press, 2000. 3.
[现代广告杂志社 编. 中国广告业20年统计资料汇编. 北京: 中国统计出版社, 2000. 3.]

[3] Ding Junjie, Du Guoqing. Thinking of the Status and Trend of China Advertising Industry Development. International Advertisement, 2004, (2): 24-30.
[丁俊杰, 杜国清. 中国广告业发展现状及趋势思考. 国际广告, 2004, (9): 24-30.]

[4] He Haiming. The Operation and Management of Advertising Agencies (2nd edition). Beijing: China Price Press, 2002. 1-9.
[何海明. 广告公司的经营与管理 (第2版). 北京: 中国物价出版社, 2002. 1-9.]

[5] Zhen Feng, Gu Chaolin, Zhu Chuangeng. Review of the research on producer services in Western countries. Journal of Nanjing University (Philosophy, Humanities and Social Sciences), 2001,38(3): 31-18.
[甄峰, 顾朝林, 朱传耿. 西方生产性服务业研究述评. 南京大学学报 (哲学人文科学社会科学), 2001, 38(3): 31-38.]

[6] Keebler D, Nachumt L. Why do business service firms cluster? small consultancies, clustering and decentralization in London and Southern England. Trans. Inst. Br. Georgr., 2002, NS 27: 67-79.

[7] Hesmondhalgh D. The Cultural Industries. London: Sage, 2002. 3-6.

[8] UK Department for Culture Media & Sport. The Creative Industries Mapping Document 2001. 2004-9-15.

[9] McFall L. Advertising: a Cultural Economy. London: Sage, 2004.

[10] Leslie D. Abandoning Madison Avenue: the relocation of advertising services in New York City. Urban Geography. 1997, 18(7): 568-590.

[11] Grabher G. Ecologies of creativity: the village, the group, and the hierarchic organization of the British advertising industry. Environment and Planning A, 2001, 33: 351-374.

[12] Power D. "Cultural industries" in Sweden. Economic Geography, 2002, 78(2): 103-127.

[13] Wang Jici, Song Xianghui, Li Guangyu. Agglomeration and dispersion of new and high technical industries in the Zhongguancun area in Beijing. Acta Geographica Sinica, 1996, 51(6): 481-488.
[王缉慈, 宋向辉, 李光宇. 北京中关村高新技术企业的集聚与扩散. 地理学报, 1996, 51(6): 481-488.]

[14] Yan Xiaopei. Analysis on the location factors of information industry. Economic Geography, 1996, 16(1): 1-8.
[阎小培. 信息产业的区位因素分析. 经济地理, 1996, 16(1): 1-8.]

[15] Scott A S. The Cultural Economy of Cities: Essays on the Geography of Image-producing Industries. London: Sage, 2000.

[16] Grabher G. The project ecology of advertising: tasks, talents and teams. Regional Studies, 2002, 6(3): 245-262.

[17] Sabourin P. Interfirm linkage patterns and the intrametropolitan location of producer services firms. In: Green M B, McNaughton R B (eds.), Industrial Networks and Proximity. Hampshire: Ashgate Publishing, 2000. 211-234.

[18] Li Xiaojian. Company interview and qualitative analysis in economic geography. Economic Geography, 1999, 19(3): 1-6.
[李小建. 经济地理学研究中的公司访谈定性方法及其应用实例. 经济地理, 1999, 19(3): 1-6.]

[19] Porter M E. Clusters and the new economics of competition. Harvard Business Review, 1998, Nov-Dec: 77-90.

[20] Hu Guangxia. Study on International Advertising Industry: Globalization, Regionalization and Localization of International Advertising Companies. Taibei: Wunan Publishing Company, 2002. 26-39.
[胡光夏. 国际广告产业研究: 国际广告公司的全球化、区域化、本土化. 台北: 五南图书出版股份有限公司, 2002. 26-39.]

[21] Wang Jici, Song Xianghui, Li Guangyu. Spin-offs. China New and High Technical Enterprise Magazine, 1995, (6): 8-13.
[王缉慈, 宋向辉, 李光宇. 企业衍生. 中国高新技术企业杂志, 1995, (6): 8-13.]

[22] Chen Jianfeng. The patterns of social capital value and the factors of industrial group influenced on them. Academic Research, (2): 45-48, 56.
[陈剑锋. 产业集群中社会资本价值模型及其影响因素. 学术研究, 2003, (2): 45-48, 56.]