创意经济与中国广告产业的内生型增长  

Creative economy and the endogenous growth of advertising industry in China

作　　者：姚曦[1] 邓秋菊[2] 

机构地区：[1]武汉大学新闻与传播学院广告系 [2]武汉大学新闻与传播学院

出　　处：《广告大观（理论版）》2010年第5期55-60,共6页Journal of Advertising Study

摘　　要：中国广告产业是文化产业的重要组成单元,也是创意产业的构成部分,在创意经济形态下运行。创意经济形态下经济增长的实质是内生型增长,这一增长模式必然体现并作用于中国广告产业。而对于正遭遇低市场集中度和泛专业化两大现实困境的中国广告产业而言,实现内生型增长是解决困境的根本措施和长远之计。创意经济背景下,中国广告产业实现内生型增长应从宏观和微观两个层面入手,从宏观上构建以创意和人才为核心的产业价值链,从微观角度找准可控的关键因子,实现跨越发展。China’s advertising industry is an integral element of the cultural industry, and it is also an integral part of the creative industry. In the form of creative economy, the essence of economic growth is the endogenous growth which must reflect and act on China’s advertising industry.Now Chinese advertising industry is suffering both the low concentration and the pan-professionalization difficulties, and the realization of endogenous growth will be a fundamental measure and a long-term solution to resolve the plight. Under the background of creative economy, China’s advertising industry should start with the macro and micro levels in order to achieve the endogenous growth.On the macro side,it is important to build a value chain to force creativity and talent at the core,while it is also important to look for the key factor and achieve across development on the microcopic.

关 键 词：创意经济 内生经济增长理论 广告产业 产业价值链 

分 类 号：F713.8[经济管理—广告]