基于区位熵的中国广播电视广告区域竞争力分析
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摘要
本文运用区位熵计算公式测算了中国各省、直辖市、自治区的广播电视产业广告的空间分布状况。研究表明,中国广播电视广告区域熵较小,专业化发展水平亟待提升,区域竞争力差异较大。湖南、北京、上海、浙江、安徽等地区的广播电视产业广告区位熵相对较高,具有一定的区域竞争优势;内蒙古、青海、甘肃、新疆、天津、西藏等地区的广播电视广告区位熵较小,广告产业竞争力较弱。全国广播电视产业广告区位熵的极差较大,表明该产业广告区域发展水平差异较大,存在明显的区域不平衡的特征。广播电视产业广告区位熵与区域经济、文化发展水平之间并不存在明显的正相关性,其自身的产业属性表现得比较明显。准确地把握广播电视产业广告区位熵的基本情况,有助于更科学地实施产业发展规划,从而提升广播电视的专业化水平和区域竞争优势,发挥该产业增长极的辐射效应。
The paper uses the location entropy calculation formula to calculate the advertising spatial distribution of radio and television industry in all provinces, municipalities and autonomous regions in China. The research shows that the location entropy of radio and television industry is relatively low, and the level of professional development needs to be promoted. The difference of regional competitiveness is large. In Hunan, Beijing, Shanghai, Zhejiang and Anhui provinces, the location entropy of radio and television industry is relatively high. These regions have a certain regional competitive advantage. However, the situation in Inner Mongolia, Qinghai, Gansu, Xinjiang, Tianjin, Tibet and other provinces and cities is the opposite. Therefore, the competitiveness of the advertising industry in these areas is weak. The range of radio and television industry advertising location entropy is large. This shows that that the development level of the advertising area of the industry is very different. In addition, the regional difference and imbalance is obviously in the industry of China's radio and television industry. There is no obvious positive correlation between the location entropy of advertising in radio and television industry and the level of regional economy and cultural development. The property of its own industry is more obvious. We can accurately grasp the basic situation of the location entropy of advertising in radio and television industry so that we can carry out the industrial development plan more scientifically. This will help to improve the professional level and regional competitive advantage of radio and television, and give full play to the radiation effect of the growth of the industry.
The paper uses the location entropy calculation formula to calculate the advertising spatial distribution of radio and television industry in all provinces, municipalities and autonomous regions in China. The research shows that the location entropy of radio and television industry is relatively low, and the level of professional development needs to be promoted. The difference of regional competitiveness is large. In Hunan, Beijing, Shanghai, Zhejiang and Anhui provinces, the location entropy of radio and television industry is relatively high. These regions have a certain regional competitive advantage. However, the situation in Inner Mongolia, Qinghai, Gansu, Xinjiang, Tianjin, Tibet and other provinces and cities is the opposite. Therefore, the competitiveness of the advertising industry in these areas is weak. The range of radio and television industry advertising location entropy is large. This shows that that the development level of the advertising area of the industry is very different. In addition, the regional difference and imbalance is obviously in the industry of China's radio and television industry. There is no obvious positive correlation between the location entropy of advertising in radio and television industry and the level of regional economy and cultural development. The property of its own industry is more obvious. We can accurately grasp the basic situation of the location entropy of advertising in radio and television industry so that we can carry out the industrial development plan more scientifically. This will help to improve the professional level and regional competitive advantage of radio and television, and give full play to the radiation effect of the growth of the industry.
引文
[1]陈艳彩,曲红.论媒介产业集群的竞争优势[J].当代传播,2006(6),第36-38页.
[2]李江玲.电视媒体跨区域合作的现状、趋势及发展对策[J].中国广播电视学刊,2010(8),第8-9页.
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[7]申中华.中国传媒产业集聚的内在机制与发展前景--基于城市经济学视角[J].当代传播,2017(2),第61-62页.
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[10]向志强,黄盈.中国传媒产业区域非均衡发展实证研究[J].新闻与传播研究,2009(6),第77-86页,第108页.
[11]向志强,颜婷,黄盈.中国传媒产业区域非均衡发展的增长极分析[J].现代传播(中国传媒大学学报),2010(10),第101-105页.
[12]喻国明,李慧娟.中国传媒发展指数(2014):区域传媒经济差异与相关因素分析[J].西南民族大学学报(人文社科版),2015(6),第152-157页.
[13]翟光勇,高月.中国媒介产业集聚的风险及其规避[J].编辑之友,2015(6),第38-42页.
[14]张辉锋.区域经济学视角下的中国传媒业发展模式分析[J].国际新闻界,2009(5),第107-110页.
[15]赵振祥,葛灵君.报业的区域化发展及存在的问题[J].新闻与写作,2013(8),第34-35页.
[16]朱春阳,黄筱.基于钻石模型视角的区域动漫产业扶持政策比较研究--以杭州、长沙为例[J].新闻与传播研究,2013(10),第84-102页,第128页.
[17]朱春阳.如何撬开阻隔全国性电视产业市场生成的大门?--以2005-2012我国省级卫视“选秀”节目热潮演变为例的阐释[J].新闻大学,2013(5),第98-105页.
[18]周锦,顾江.基于区位商理论的区域文化产业发展分析[J].统计与决策,2013(17),第102-105页.
[1]整个广告产业包括广告主厂商、广告媒介、广告专业公司和广告受众等,根据本文的研究对象,主要指的是广告媒介、广告专业公司等从事广告经营的企业。
[2]产业的成长性涉及产业的市场需求、发展空间、企业之间的横向并购效果、新产品市场前景等因素,是衡量产业发展速度的重要指标,是产业整体竞争力的体现。
[2]李江玲.电视媒体跨区域合作的现状、趋势及发展对策[J].中国广播电视学刊,2010(8),第8-9页.
[3]刘洁,胡君.媒介产业增长极“孤岛现象”成因及解决路径[J].新闻与传播研究,2007(3),第43-46,第96页.
[4]秦绍德,沈国麟.改革开放以来各地区新闻事业发展的轨迹(1978-2000)[J].新闻大学,2017(1),第1-19页,第47页.
[5]任义忠.从过度竞争到战略联合--我国报业集团竞合机制研究[J].现代传播(中国传媒大学学报),2014(4),第9-13页.
[6]邵培仁.论中国媒介的地理集群与能量积聚[J].新闻大学,2006(3),第102-106页.
[7]申中华.中国传媒产业集聚的内在机制与发展前景--基于城市经济学视角[J].当代传播,2017(2),第61-62页.
[8]汤蓓华,杨卫武.长三角地区广播电视产业的活力文化圈[J].社会科学,2010(8),第51-57页,第188页.
[9]王斌.空间变革:嵌入地域发展的传媒产业集群[J].山西大学学报(哲学社会科学版),2008(6),第116-119页.
[10]向志强,黄盈.中国传媒产业区域非均衡发展实证研究[J].新闻与传播研究,2009(6),第77-86页,第108页.
[11]向志强,颜婷,黄盈.中国传媒产业区域非均衡发展的增长极分析[J].现代传播(中国传媒大学学报),2010(10),第101-105页.
[12]喻国明,李慧娟.中国传媒发展指数(2014):区域传媒经济差异与相关因素分析[J].西南民族大学学报(人文社科版),2015(6),第152-157页.
[13]翟光勇,高月.中国媒介产业集聚的风险及其规避[J].编辑之友,2015(6),第38-42页.
[14]张辉锋.区域经济学视角下的中国传媒业发展模式分析[J].国际新闻界,2009(5),第107-110页.
[15]赵振祥,葛灵君.报业的区域化发展及存在的问题[J].新闻与写作,2013(8),第34-35页.
[16]朱春阳,黄筱.基于钻石模型视角的区域动漫产业扶持政策比较研究--以杭州、长沙为例[J].新闻与传播研究,2013(10),第84-102页,第128页.
[17]朱春阳.如何撬开阻隔全国性电视产业市场生成的大门?--以2005-2012我国省级卫视“选秀”节目热潮演变为例的阐释[J].新闻大学,2013(5),第98-105页.
[18]周锦,顾江.基于区位商理论的区域文化产业发展分析[J].统计与决策,2013(17),第102-105页.
[1]整个广告产业包括广告主厂商、广告媒介、广告专业公司和广告受众等,根据本文的研究对象,主要指的是广告媒介、广告专业公司等从事广告经营的企业。
[2]产业的成长性涉及产业的市场需求、发展空间、企业之间的横向并购效果、新产品市场前景等因素,是衡量产业发展速度的重要指标,是产业整体竞争力的体现。