市场驱动型广告产业集聚区个案研究——郑州金成国际广场广告产业集聚区的实证考察  

作　　者：颜景毅[1] 

机构地区：[1]郑州大学新闻与传播学院广告学系

出　　处：《中国广告》2015年第1期117-120,共4页China Advertising

基　　金：河南省教育厅人文社会科学研究重点项目<广告产业园区定位与运营模式研究>成果

摘　　要：广告产业具有集聚发展的特点,其在城区内的集聚因子主要是与大型媒体机构和具有广告高关联度企业的毗邻。这是对市场驱动型的郑州金成国际广场广告产业集聚区进行深入调查研究的发现。但其却缺乏集群化发展的条件和机制,如果客观上的集聚因子因故转移,在没有政府或行业的介入和引导下,其集聚效应有可能被消解。The advertising industry has the characteristics of cluster development, and its agglomeration factor in the city are mainly associated with the large degree of media organizations and enterprises with a high near advertisement. This is a market--driven Zhengzhou International Plaza advertising industry gathering area for discovery in--depth investigation. But it is the lack of cluster development conditions and mechanisms, if the gathering of objective factors on the transfer for any reason, in the absence of intervention and guide the government or industry under the combined effect of which is likely to be digested.

关 键 词：广告集聚机制 政府引导 集群化 

分 类 号：F713.8[经济管理—广告]