| 我国广告创意产业发展的路径创新 |
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| 引用本文： | 廖秉宜,付丹.我国广告创意产业发展的路径创新[J].开放导报,2011(3). |
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| 作者姓名： | 廖秉宜 付丹 |
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| 作者单位： | 1. 武汉大学新闻与传播学院,湖北武汉,430072
2. 华中科技大学人文学院,湖北武汉,430074 |
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| 基金项目： | 2010年国家社科基金后期资助项目《广告产业经济学理论与实践研究》阶段性成果,项目类别:国家社科基金项目(项目编号:10FXW005) |
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| 摘 要： | 本文针对我国广告创意产业发展路径存在的问题,结合全球广告产业发展趋势,提出我国广告创意产业发展的路径创新策略,即以专门化和专业化强力重建广告产业核心竞争力,并在广告产业集群基础上,通过并购与联合等资本运作方式实现集团化发展,提升广告产业规模和专业代理能力。
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| 关 键 词： | 中国广告 广告产业 创意产业 路径创新 |
On Route Innovation for China's Advertisement Industries |
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| Liao Bingyi,Fu Dan.On Route Innovation for China's Advertisement Industries[J].China Opening Herald,2011(3). |
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| Authors: | Liao Bingyi Fu Dan |
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| Institution: | Liao Bingyi,Fu Dan(School of Journalism & Communication,Wuhan University,Wuhan,430072,School of Humanities,Huazhong University of Science & Technology,430074) |
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| Abstract: | In this paper,the authors propose the path innovation strategy of advertising creative industry development on the basis of analyzing the problems of Chinese advertising creative industry development path and the trends of global advertising industry development,that is to reconstruct the core competitiveness of advertising industry through specialization and professional,and then on the basis of advertising industry cluster,through merger and acquisition and other capital works to achieve the group develop... |
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| Keywords: | Chinese advertising Advertising industry Creative industry Path innovation |
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