基于广告投放视角的传媒产业外部经济依存关系研究

发布时间：2018-11-07 09:57

【摘要】：自改革开放以来，中国的传媒产业实现了跨步式发展，成为了现代经济体系中一个新的经济增长点。作为影响传媒产业外部经济的因素之一，相关行业的广告投放对传媒产业的发展起着至关重要的作用。但长期以来，学者未能对传媒产业与其相关行业外部经济依存关系进行系统深入研究。本文将中国传媒产业与相关行业外部经济的依存关系进行关联分析，探讨相关产业对中国传媒产业发展的影响，并制定与之对应的传媒产业发展政策，为中国传媒产业协调可持续发展提供理论依据。本文在构建传媒产业与相关行业外部经济依存指标体系的基础上，以2009年1月至2011年9月相关行业的月度广告额为样本，，分别对报纸、杂志、广播和电视这四类媒介与相关行业广告投放之间的关联度进行相关分析，得到了以下几个主要结论：(1)对于传媒产业来说，零售及服务业、汽车工业、化妆品行业是依存度较高的行业。其中零售及服务业与报业、广播业关联紧密；汽车工业与报业、杂志业和广播业关联紧密；化妆品行业与杂志业和电视业关联紧密。(2)对于单一媒介来说，报业与零售及服务业、房地产业和汽车工业之间的关联较大；杂志业与服装及饰品行业、汽车工业和化妆品行业之间的依存程度较高；广播业与零售及服务业、汽车工业和金融行业紧密联系；电视业与化妆品业、饮料行业和食品行业之间的依存程度较高。(3)传媒行业与相关行业的依存关系客观存在，这种联系有利有弊，它不仅能为整个传媒产业的发展提供源动力，同时过度依存也会引发一系列的不良后果，传媒产业的管理者要善用媒介与相关行业之间的这种联系，趋利避害，尽量减小负面影响，在创造经济效益的基础上也注重社会效益的均衡发展。具体来说，其措施为：首先媒体应采取多元化发展，规避传媒市场的经营风险；其次媒体应注重品牌化战略，充分发挥品牌的周边效应；最后，媒体应加强特色化经营，增强媒介自身的不可替代性。
[Abstract]:Since the reform and opening up, China's media industry has achieved a step-by-step development and become a new economic growth point in the modern economic system. As one of the factors influencing the external economy of the media industry, advertising in related industries plays a vital role in the development of the media industry. But for a long time, scholars have failed to study the relationship between the media industry and its related industries. This paper analyzes the relationship between Chinese media industry and the external economy of related industries, discusses the influence of related industries on the development of Chinese media industry, and formulates the corresponding policies for the development of Chinese media industry. To provide the theoretical basis for the coordinated and sustainable development of Chinese media industry. On the basis of constructing the index system of the external economic dependence of the media industry and related industries, this paper takes the monthly advertising amount of the related industries from January 2009 to September 2011 as a sample to analyze the newspapers and magazines, respectively. This paper analyzes the correlation degree between the four kinds of media, radio and television, and the advertising of related industries, and obtains the following main conclusions: (1) for the media industry, the retail and service industries, the automobile industry, the following are the main conclusions: (1) for the media industry, the retail and service industries, the automobile industry, Cosmetic industry is a highly dependent industry. Among them, the retail and service industries are closely related to the newspaper industry, the automobile industry and the newspaper industry, the magazine industry and the broadcasting industry are closely related. The cosmetics industry is closely related to the magazine industry and the television industry. (2) for a single medium, the newspaper industry is closely related to the retail and service industries, the real estate industry and the automobile industry; The magazine industry is closely related to the clothing and accessories industry, the automobile industry and the cosmetics industry, the broadcasting industry is closely related to the retail and service industries, the automobile industry and the financial industry; There is a high degree of dependence between TV and cosmetics, beverage and food industries. (3) there is an objective relationship between the media industry and related industries, which has advantages and disadvantages. It can not only provide a source of power for the development of the entire media industry, but also lead to a series of adverse consequences. Media industry managers should make good use of this connection between the media and related industries, and seek advantages and avoid disadvantages. Minimize negative effects and pay attention to the balanced development of social benefits on the basis of creating economic benefits. Specifically, the measures are as follows: firstly, the media should adopt diversified development to avoid the risk of the media market; secondly, the media should pay attention to the brand strategy and give full play to the peripheral effect of the brand. Finally, the media should strengthen the characteristic management, enhance the media itself irreplaceable.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206-F;F713.8;F224

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