河南省广告业发展问题研究
毕业论文关键词：河南省;广告业;阻碍因素
Henan advertising industry development research
Abstract:The rapid development of national economy for the advertising industry has brought unprecedented opportunities and challenges, with a central location advantage of henan province how to seize the opportunity to develop more quickly and efficiently advertising has become the urgent matter. The advertising industry as part of the cultural industry has been more and more attention. Henan advertising industry after more than 30 years of development, has now begun to take shape, but its problems are still serious. On the one hand, advertising business unit's own factors, small and scattered advertising enterprises, market concentration degree is extremely low, in the stage of atomic type. Lack of advertising professionals on the other hand, lack of related research, such as these problems are seriously hindered the further development of advertising industry in henan. In this paper, from these studies, to improve the competitive ability of modern advertising industry in henan province. To realize the healthy development of the modern advertisement industry in henan province.
Key words: henan province;The advertising industry;inhibitors
目 录
摘 要 1
Abstract 1
一、 广告业相关理论 2
（一）广告业的定义 2
（二）广告业的影响 2
二、河南广告业的发展现状 2
（一）产业规模呈增长态势 2
（二）民营企业比重逐步增强 4
（三）广告法制管理机制初步形成 4
三、河南省广告业存在的问题 5
（一）行业集约化程度偏低 5
（二）政府管理政策不完善 6
(三)广告市场人才匮乏 6
（四）整个广告行业缺乏品牌沉淀 7
四、造成河南省广告业滞后现状的原因 7
（一）地理位置的影响 7
（二）广告经营单位自身的影响 7
（三）受众审美偏好及接受程度的影响 8
五、河南省广告业发展的建议 9
（一）建造良好的行业秩序和文化氛围 9
（二）经营单位加强自身建设 10
参考文献 12
致谢 13
河南省广告业发展问题研究
前言
在当今时代，广告业对经济和社会的发展发挥着越来越重要的作用，广告已经成为社会发展不可或缺的重要推动力量，得到了我国政府的认可和支持。目前,河南省的广告产业仍处在发展阶段,缺少国内知名的广告品牌,竞争力水平较低。一方面面临着西方发达国家广告公司的冲击,另一方面，也面临着我国广告业发展成熟地区的激烈竞争。如何在机遇和挑战下,做大做强河南省的广告业,对提升广告业竞争力具有重要的理论和现实意义。