地理研究

地理研究 ›› 2004, Vol. 23 ›› Issue (5): 582-592.doi: 10.11821/yj2004050002

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从跨国广告业看全球化和全球城市——以中国广告业为例

柏兰芝1, 陈诗宁2   

  1. 1. 北京大学中国经济研究中心,北京100871;
    2. 北京大学国际关系学院,北京100871
  • 收稿日期:2004-04-13 修回日期:2004-07-25 出版日期:2004-10-15 发布日期:2004-10-15
  • 作者简介:柏兰芝(1967-),女,台湾省人,美国加州伯克利大学城市与区域规划系博士,北京大学中国经济研 究中心讲师。主要从事城市地理和经济地理研究。E-mail:lanchih@ccer.edu.cn

Multinational producer services, globalization, and global cities:a case study of the advertising sector in China

PO Lan-chih1, CHEN Shi-ning2   

  1. Peking University, Beijing 100871, China
  • Received:2004-04-13 Revised:2004-07-25 Online:2004-10-15 Published:2004-10-15

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摘要：

本文从广告业的视角出发 ,分析了伴随全球生产者服务业空间布局的扩张而来的区域市场和空间结构的重塑。研究的主要发现为 :(1)在跨国公司的支配下 ,中国广告业在生产组织上逐渐向专业代理演化 ,在行业规范上也逐渐向 4A的主流靠拢 ;(2 )中国广告业在上海、北京、广州三大城市的集中 ,体现了在全球化过程中形成的“区域性服务业市场” ;(3)由于市场规模大 ,中国广告业有可能向“前端” (产品定位和沟通策略 )发展 ;(4 )由于中国幅员广大 ,进入区域市场需要不同的媒体计划 ,也使得广告的全球标准化产品产出更多的地方版本。在理论争论方面 ,本文认为全球城市是都市区域全球化制度和空间的中介。

关键词: 全球化, 全球城市, 域, 生产者服务业, 中国, 广告业

Abstract:

This paper analyzes how the globalization of producer services has reshaped China's regional markets and spatial structure from the perspective of advertising. Advertising is a highly internationalized and conglomerated sector. As a latecomer, the emergence of China's advertising after reform has occurred on a global stage. The major findings of this paper are: 1) As a result of the dominance of multinational agencies, China's advertising companies have been evolving into professional agencies. International standards and management practices have also been gradually adopted in China. That is to say, offices of multinational agencies in Beijing, Shanghai and Guangzhou have integrated China's advertising into a globalized institutional space over the past decade. 2) This spatial agglomeration of advertising in China's three major metropolitan regions has demonstrated the process of shifting from "serving markets and customers" to "the formation of a service market." 3) In terms of the production of advertising, China remains downstream in the global division of labor. However, with its large market and rising national brands, China may have increasing negotiation power, and, thus, push China's advertising industry into a position of greater prominence with respect to product placement and communicative strategies. 4) Due to the large scale of this national market, the advertising industry must develop localized media plans and promotional products when entering into specific regional markets within China. This has resulted in increasingly local versions of standardized global advertising products. In conclusion, this paper contributes to theoretical discussions of global city/world city networks. Through the development of producer services, we can see the specific routes through which globalization penetrates into localities. The entry of multinational businesses has compelled emerging markets to accept and adopt globalized institutions, procedures, and ideologies, and, furthermore, led to the integration of secondary regions and markets into this space. In short, global cities are mediating the globalization of metropolitan regions both institutionally and spatially.

Key words: globalization, global city, metropolitan region, producer services, China, advertising