“中国模式”与我国广告产业的产业嵌入研究  

Study of "China Model" and advertising industry embeddedness in China

作　　者：邬盛根[1] 

机构地区：[1]安徽大学新闻传播学院广告学系

出　　处：《广告大观（理论版）》2015年第4期11-17,共7页Journal of Advertising Study

基　　金：国家社科基金重点项目<广告产业中国模式的理论构建研究>(课题号为:14AXW012)阶段性成果

摘　　要：从热议的"中国模式"和全球价值链角度来分析我国广告产业的历史轨迹和发展逻辑;针对长期困扰着我国广告产业发展的低集中度和泛专业化问题,我们提出广告产业规模化的政府主导型路径选择。在政府逻辑和市场逻辑两个层面检视广告产业规模化中的依附性和独立性关系,并进一步阐述我国广告产业嵌入的特殊性和价值定位。This paper analyzed the history and the logic of development of Chinese advertising industry, in terms of the ＂China model＂ and GVC. According to the predicament of low concentration and lower professionalization that disturbed the development of Chinese advertising industry for a long time, this paper also provided choices for the government-led approach of the scalization of advertising industry. In the two logics of government and market we investigated the relationship between anaclisis and independence of the scalization of advertising industry, and elaborated the specialization and value proposition of Chinese advertising industry embeddedness.

关 键 词：中国模式 全球价值链 政府主导 广告产业嵌入 

分 类 号：F713.8[经济管理—广告]