中国广告产业的时空特征和影响因素研究——基于31个省区市1999—2019年面板数据的实证分析  

The Spatiotemporal Characteristics and Influential Factors of China's Advertising Industry:An Empirical Study Based on Panel Data of 31 Provinces(Autonomous Regions and Municipalities)from 1999 to 2019

作　　者：谢佩宏 周文通 Xie Peihong;Zhou Wentong(Peking University;Beijing University of Posts and Telecommunications)

机构地区：[1]北京大学习近平新时代中国特色社会主义思想研究院,北京100871 [2]北京邮电大学经济管理学院,北京100876

出　　处：《新闻与传播评论》2025年第3期114-128,共15页Journalism & Communication Review

基　　金：“十四五”国家重点研发计划重点专项项目(2023YFC3305001)。

摘　　要：中国广告产业存在发展不平衡问题,对中国广告产业的时空特征和影响因素进行分析,具有突出的必要性。研究基于31个省区市(不包含港澳台)1999—2019年的面板数据,综合运用熵权法、Dagum基尼系数、马尔可夫链、高阶空间面板模型等方法,对中国广告产业的时空特征与影响因素进行实证分析。研究发现:中国广告产业的基本空间特征为区域性高度集聚,区域差距以东、中、西三大区域之间的差距为主,区域间及区域内差距在不断扩大;广告产业的省域竞争激烈,发展梯队转移呈现出“俱乐部”特征;相关产业人力资源积累水平、对外开放程度、通信及交通基础设施水平是广告产业时空特征的影响因素,其中对外开放、通信及交通基础设施还具有区域间正面的“空间溢出”效应。应在发展中促进广告产业区域的相对平衡。There is an imbalance in the development of China's advertising industry.Therefore,it is necessary to analyze the spatiotemporal characteristics and influencing factors of the industry.Regional pattern research is a key focus of China's advertising industry study.This research is based on panel data of 31 provinces(regions,municipalities)from 1999 to 2019,and comprehensively uses methods such as entropy weight method,Dagum Gini coefficient,Markov chain,and high-order spatial panel model to empirically analyze regional evolution patterns and influencing factors of China's advertising industry.The study found that the regional pattern of China's advertising industry continues to exhibit a regional highly clustered feature,with widening disparities between and within regions;the regional gap in China's advertising industry is still mainly from the disparity between three major regions of east,center,and west;the gaps that between regions and within regions are constantly widening;the provincial competition in the advertising industry is fierce,and the transfer of development tiers presents a“club”effect;the level of human resource accumulation,degree of openness to overseas,and level of communication and transportation infrastructure are the influencing factors of the regional pattern of the advertising industry,among which the degree of openness to overseas,the level of communication infrastructure and transportation infrastructure have a positive“spatial spillover”effect between regions.The relative balance of the spatiotemporal characteristics of the advertising industry in development should be promoted.

关 键 词：广告产业 时空特征 影响因素 高阶空间面板模型 

分 类 号：G124[文化科学]