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1、II‘ThestudyofYangtzeriverdeltaregionoflocaladvertisingclusterdevelopmentADissertationSubmittedfortheDegreeofMasterCandidate：AnWenJingSupervisor：LiMingLiangCollegeofHumanitiesandCommunicationShanghaiNormalUniversityShangh

2、ai，ChinaMarch2011AbstractChina’Sadvertisingindustryisinacriticalpedodofindustrialupgrading，academiaandindustryareconstantlyexplodngthedevelopmentpathofChina’SadvertisingindustryExpenencedthreedecadesofrapiddevelopment，th

3、eadvertisingindustryincreasinglyfavorableenvironment，butalsoexposedsomeproblems，difficultiesintheimplementationagencylocaladvertisingcompaniesstrugglingtosurviveAssoonaspossibletoestablishgoodorderinChina。Sadvertisingind

4、ustrybuildingforthedevelopmentofChina。Sadvertisingindustrymodel，afundamentalsoluUontothesurvivalanddevelopmentoflocaladvertisingcompanieshasbecomethekeyproblemTofindadevelopmentwayforlocaladvertisingcompanythemostfundame

5、ntalthingistecognizetheirownsituation，takelocaladvertisingindustrywiththeintegrationofecologicalpathInthispaperdrawingonthebasisofexistingresearchonacomparativeanalysisofthedevelopmentmodelofthewodd。Sleadingadvertisingin

6、dustrybutalsouseknowledgeoftheclustertoanalysisthelocalecologyoftheadvertisingindustrybelievetheclusterdevelopmentmodelsuitableforlocaladvertisingcompanyClusterdevelopmentthroughthepromotionoflocaladvertisingcompaniesgat

7、herinthesamearea，themanyadvantagesofusingclusterstomakeupforhighlyfragmentedlocaladvertisingcompaniessmallheightdisadvantage。toachievescalethroughextemalcooperation，toacertainextentcanguaranteethecompetitivelocaladvertis

8、ingcompaniesadvantageTherealizationoftheexternalscaleisbasedonasinglespecializedadvertisingagencyclusterdevelopmentcanonlybeusedinacertainareainordertopointtoanarealedthewaytoenhancethestrengthoftheentireadvertisingindus

9、tryThedevelopmentoftheadvertisingindustryinTheYangtzenverdeltaregionisrelativelymature。andbenefitfromtheinternationaladvertisingindustryprofessionalbasisisgood，theadvertisingindustryfromtheecologicalpointofviewoftheregio

10、n，theYangtzeRiverDeltaregionlocaladvertisingcompaniestogotheroadofclusterdevelopmentisfeasibleandverynecessawInaddition，TheYangtzeRiverDeltaregionwhichcenterisShanghaihastakenaclusterdevelopmentwiththeconditionsmadesomeu

11、sefulattemptsinthisregard，suchastheJiading”creativeindustrybaseofChinaInternationalAdvertising，”theestablishmentAlllocaladvertisingcompaniesintheregionwillbenefitfromthoseusefulexpenencesOfcourse，TheYangtzedyerdeltaregio

12、noftheclusterdevelopmentlocaladvertisingcompaniesarestillhavemanynegativefactors，thispaperbasedontheanalysisoftheseissuesproposedtobuildlocaladvertisingcompanyinTheYangtzedyerdeltaareaclusterdevelopmentcharacteristics，th

13、eGovernmentofreasonablesupervision，establishingacommonregionaladvertisingassociations。themediatospeeduptheintegrationprocess，tobuildregionalinformationplatform，drawingonexperiencesinJapanandSouthKoreadevelopreasonablesug

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