【摘要】 以产业兴衰的综合识别模型作为判断依据,我国广告业在持续增长的背后,隐现产业衰退的危机。其根源在于贯穿于我国广告产业的"循环因果":由于长期依赖于媒介资源和媒介产业,我国广告业缺乏内在活力;由于政府传媒政策的紧缩和停滞,抑制了媒介产业的能量释放,间接地影响了我国广告业的发展。因此,广告公司通过战略转型培育广告业的内在活力,政府产业政策的扶持和指导创造广告业发展的外部环境,将成为我国广告业应对衰退危机的必然选择。更多还原

【Abstract】 According to the compound recognition model of industry life cycle,China advertising industry shows a superficial increase as well as an essential trend to a recession.It results from the circulatory ’outcome-income’: China advertising industry runs short of inner-energy because of its highly dependence on media industry;the recession of China media’s policy restrained media reform,and indirectly blocked the development of advertising industry.As necessary options to countermeasure the trend to a recession,advertising agencies should adopt the strategic transition to cultivate the inner-energy;as well the government should adjust the advertising industry policy to create the outer-environment for the development of China advertising industry.更多还原