“十二五”文化产业新政背景下的广告业思考  

Thoughts of advertising industry based on the new policy of cultural industry for the twelfth five-year-plan

作　　者：金定海[1] 吴冰冰[1] 

机构地区：[1]上海师范大学人文与传播学院

出　　处：《广告大观（理论版）》2011年第3期11-15,共5页Journal of Advertising Study

摘　　要：文章以十二五规划中有关文化产业发展的相关政策为抓手,分别从产业的历史积淀与未来展望、产业的市场逻辑与政策现实、产业的发展主观和行业客观等角度,探讨作为文化产业之支柱产业的广告业,在新政下的发展前景和问题。文章描述了文化产业发展过程中的尴尬状态,在快速发展的大势之下,所存在理想与现实的种种落差,需要解决执行保障、多元融资、人才培养、品牌构建等问题。Based on the policy about cultural industry of the twelfth five-year-plan outline, this paper discusses the future＇ s development and problems of advertising industry under the new environment, which is considered as the main point of cultural industry. This paper analyzes the topic from many kinds of aspects, for example, history and future prospects of the advertising industry; marketing logic and policy＇ s reality and so on. This paper describes the embarrassing state during the developmental process of cultural industry and all kinds of gaps between the ideal and reality. It also points out some urgent problems which need to tackle with immediately like executive guarantee; diversity of investment; training and brand construction.

关 键 词：文化产业 广告业 市场逻辑 产业现实 

分 类 号：F713.8[经济管理—广告]