Cluster Modes of Advertising Industry: with the Case Study of Shenzhen
城市广告业集群分布模式——以深圳为例

This paper regards advertising industry as a service and production system with features of cultural economy. By applying the advertising industry classification system used by current professional practice in advertisement rather than by government statistical and management system, the authors establish and analyze the structure and characteristics of advertising industry based on a case study of Shenzhen. By using the tool of GIS, the authors identify and discuss the spatial distribution and clusters of Shenzhen advertising industrial units. Six cluster formation models, which are named as clients domination cluster, media dependent cluster, inter-firm linkage cluster, cost driven cluster, milieu driven cluster and social relationship cluster, are put forward and explained based on deep interviews with advertising agencies. The dynamics of advertising industrial development, esp. the advertising enterprises' existence, growth, location choice, spatial movement and regional strategy, are influenced by a sort of gaming triangle relationship formed by advertising agencies, clients and media as well as these three partners' geographical extension of development. Any change of any partner will influence the whole ecology of advertising industry in one city or region.