论地方文化与广告产业园的融合发展  

On the Integration and Development of Local Culture and Advertising Industry Park

作　　者：郑佳武[1] ZHENG Jaiwu(College of Literature,Huaihai Institute of Technology,Lianyungang,Jiangsu 222005)

机构地区：[1]淮海工学院文学院,江苏连云港222005

出　　处：《科教导刊》2018年第33期146-147,共2页The Guide Of Science & Education

基　　金：连云港市社会科学基金项目"连云港广告产业与西游文化的融合发展";项目编号:17LKT303

摘　　要：国内广告市场的繁荣并没有带来广告产业的快速发展,广告产业市场集中度低、产品同质化严重、市场绩效低下等诸多因素使得一些地区的广告产业难以形成规模经济,发展缓慢,这在一些中小城市表现尤为突出。本文以连云港广告产业园为例,结合"西游文化"为代表的地方文化,探求广告产业园与地方文化的融合发展之路。The domestic advertising market prosperity didn't bring the rapid development of the advertising industry,advertising industry market concentration is low,serious product homogeneity,low market performance,and many other factors make some areas of the advertising industry is difficult to form scale economy,development is slow,especially the performance in some small and medium-sized cities.This paper takes Lianyungang advertising industrial park as an example and combines the local culture represented by "western tourism culture"to explore the way of the integration and development of advertising industrial park and local culture.

关 键 词：广告产业 西游文化 地方文化 融合 

分 类 号：F294[经济管理—国民经济]