北京CBD内广告业发展研究

A Countermeasure Study on Advertising Industry Development in Beijing CBD

中文关键词:  商务中心区  广告业  首都经济

英文关键词:CBD  advertising industry  capital economy

中文摘要:

      CBD是集中大量金融、商业、贸易、信息及中介服务机构,拥有商务办公、酒店、公寓、娱乐等配套设施,具有完备的市政交通与通讯条件,便于开展商务活动的城市核心区。北京CBD经过10年的规划发展已颇具规模,CBD区内的广告业依托特殊的生存环境,显示出与众不同的发展方式。北京CBD是外商4A级广告公司的集中区,区内广告公司的类型几乎涵盖了广告业所有广告企业形态,包括企业形象识别CIS类广告公司、专业型广告公司、整合营销策划型广告公司、媒体代理及媒体型广告公司、广告制作类公司等,其中媒体代理及媒体型公司所占比重最大,CBD区内广告公司投资主体的多样化;区内广告公司多种投资主体广告公司并存、共同发展的局面。虽然世界性的金融危机对国内外广告业造成了不利影响,但广告业仍然有条件较快的速度发展,北京CBD内广告业仍具有特殊的发展机遇。当前北京市CBD广告业的发展要依靠政策导向、环境导向和机制导向来推进。

英文摘要:

      CBD is the urban central district with a cluster of many financial,commercial,business,information and intermediary service organizations,having commercial office buildings,hotels,apartments and entertainment facilities,with comprehensive urban traffic and communication,easy to carry out business activities.For a decade,Beijing CBD has developed on a large scale.The advertising industry in Beijing CBD relies on the special environment and has shown a different road of development.Beijing CBD is an area where foreign-invested 4A-level advertising companies concentrate,the types of which cover almost all the forms of enterprises in advertising industry including CIS for corporate image,professional advertising company,integrated marketing-planning advertising company,media agency and media-type advertising company,advertising production companies,etc.,with media agency and media-type advertising agency accounting for the largest share.There are diversified investors of advertising companies in CBD area,where a variety of advertising companies coexist and develop together.Despite the adverse effects home and abroad due to the global financial crisis,the advertising industry can continue to develop on a relatively fast pace.Beijing CBD still enjoys special opportunity for the development of advertising industry.Currently,the advertising industry in Beijing CBD should move forward based on policy guide,environment orientation and mechanism orientation.