中国广告产业发展的内生动力、首要任务及创新路径  

The Endogenous Driving Force,Primary Task,and Innovative Development Path of China's Advertising Industry

作　　者：姚曦[1,2] 商超余 Yao Xi;Shang Chaoyu(Wuhan University)

机构地区：[1]武汉大学媒体发展研究中心学术委员会,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《武汉大学学报（哲学社会科学版）》2022年第1期68-78,共11页Wuhan University Journal：Philosophy & Social Science

基　　金：国家社会科学基金项目(19BXW086)。

摘　　要：需求是经济增长、产业发展的内生动力,中国广告产业40多年来的快速发展与对需求的积极响应密不可分。制度释放了广告需求,市场红利扩大了广告需求,市场竞争则进一步扩大了广告需求,互联网等数字技术创造了新的广告需求,在每一阶段,产业主体积极满足广告需求,促进了广告产业蓬勃发展。基于释放需求、扩大需求、不断满足需求的基本逻辑,未来中国广告产业可通过数字广告市场的进一步扩大、广告市场的边界扩张、增量市场的细分和挖掘拓展产业发展空间,通过产业组织模式与商业模式创新、产业发展模式创新,不断提升广告产业专业化服务能力,有效满足各种市场主体对广告的需求效用。有效扩大需求、数字化转型和升级是未来中国广告产业发展的首要任务和创新路径。Demand is the endogenous driving force of economic growth and industrial development.The rapid development of China's advertising industry in the past 40 years is inseparable from the positive response to demand.I Institution release,the market dividend expands,and the market competition further expands the advertising demand.Moreover,the Internet and other digital technologies create new advertising demands.At each stage,the industrial subjects actively meet the advertising demand and promote the vigorous development of the advertising industry.Based on the demand logic of‘releasing demand,expanding demand and constantly meeting demand’,the future advertising industry in China can continuously improve the professional service capacity of the advertising industry and effectively meet the needs of various market subjects for advertising by expanding the industrial development space through further expansions of digital advertising markets,boundary expansions of advertising markets,increasing the subdivision of incremental market and mining,and innovating the industrial organization model,business model,and industrial development model.The effective expansion of demands,and digital transformation and upgrading are the primary task and fundamental path for the development of China's advertising industry in the future.

关 键 词：广告产业 内生动力 广告需求 创新路径 

分 类 号：F713.8[经济管理—广告]