产业聚集理论视阈下的广告产业园区发展思考

2011年,随着政府主管部门的大力扶持,广告产业园区在全国范围内开始大规模规划和建设,作为一种产业经济形态,广告产业园区的定位和发展需要与当前中国广告产业发展的阶段特征相适应,需要符合未来广告产业链的调整趋势.文章以产业聚集理论为研究视角,在梳理中国广告产业园区的背景和发展现状的基础上,从园区的整体定位、园区与广告产业链发展趋势的互动以及园区功能升级等方面探讨了中国广告产业园区建设应当关注的重点问题,旨在为现阶段广告园区的规划制订和发展模式选择提供借鉴和参考.

Reflection on the Development of Chinese Advertising Industry Parks from the Perspective of Industry Agglomeration Theory

In 2011,with the strong support of the government departments,advertising industrial parks launched a nationalwide planning and construction.As an industry economy form,the positioning and development of the advertising industry parks needs to adapt to the stage characteristics of the present Chinese advertising industry development and comply with the adjustment trend of the future advertising industry chains.From the perspective of industry agglomeration theory and on the basis of sorting out the backgrounds and the invention status quo of Chinese advertising industry parks,this paper discusses the key problems worthy of attention in the construction of Chinese advertising industry parks from the overall positioning of the parks,the interaction between parks and development trend of advertising industry chains and the upgrading of park functions,with the aims to provide reference for the formulation of planning and the selection of development models of Chinese advertising industry parks at present stage.