基于会展的广告业创意与创新思考

摘要：在广告业蓬勃发展的大好形势下，关注中国广告产业升级的问题是有其深刻的意义的。广告业就是创意产业的一个部分，他们内在的特性和性质是相同的。创意产业是全球化条件下，以消费时代人们的精神文化娱乐需求为基础，以网络等新传播方式为主导的，以高科技技术手段为支撑，以文化艺术与经济的全面结合为自身特征的。广告业和创意产业是与文化经济融合最全面的产物，都是以文化为创作的基础。对于广告业的展会的创意与创新来说是一个改革性的时代。本文是研究目前广告业和会展业创意创新能力的现状，重点探索促进创意创新能力提升的途径。通过调研广告会展业的相关数据，综述国内外广告会展业创新发展取得的成就和存在的问题；通过相关真实案例的分析，提出就目前经济发展趋势下的广告会展业创新发展路径选择。23099
毕业论文关键词：广告业；创意产业；展会；创新
Based on the exhibition of advertising creativity and innovative thinging
Abstract： In the good development in the advertising industry situation, to address the concerns of China's advertising industry upgrade has its profound meaning. Advertising is a part of the creative industry, their internal characteristics and properties are the same.Creative industry is the condition of globalization, the demand for entertainment in people's spiritual and cultural consumption era, dominated by Internet in new ways, supported by high-tech technology, with culture and arts and economic comprehensive union for its own characteristics.The advertising and creative industries is the most comprehensive product of economic integration with culture, are based on culture foundation of creation.For the advertising industry show creativity and innovation is a sensibility of the age.This paper is to study the current situation of the advertising industry and exhibition industry innovation ability,
mainly explore the creative innovation ability promotion way.A review of the relevant data, through research advertisement exhibition industry and advertising exhibition industry innovation and development achievements at home and abroad and the existing problems; Through the related analysis of real cases, and put forward under the current economic development trend of advertising exhibition industry innovation and development path selection.
Keywords: advertising；creative industry ；exhibition ；innovation
目录

一绪论    7
（一）研究目的    7
    （二）研究意义    8
      1.创意产业对政治方面的意义    9
      2.创意产业对经济方面的意义    10
      3.创意产业对社会方面的意义    10
二．广告业创新的国内外研究现状    11
（一）国内研究现状    11
（二）国外研究现状    11
三. 广告业展会创新的国内外实践    13
（一）国内实践    13
（二）国外实践    16
四．案例    16
案例一：世界广告大会    16
案例二：第二十届中国国际广告节的创新创意    18
五. 广告业展会创新创意的政策建议    19
（一）广告业展会创新创意的优劣势    19
1. 优势    20
2.劣势    20
3. 针对广告业展会的劣势分析    21
   （二）广告业展会创新创意未来的趋势走向    22
一绪论
（一）研究目的基于会展的广告业创意与创新思考:http://www.youerw.com/jingji/lunwen_16023.html