基于企业金融成长周期理论中国广告产业资本化研究.docxVIP

基于企业金融成长周期理论的中国广告产业资本化研究 摘要 近几年来，随着我国经济的不断发展，我国目前已经成为了全球第二的广告市场，在国际市场中具有非常重要的地位。特别是随着我国本土企业实力的增加，很多广告企业都开始进入资本市场，并且依赖于本土资本的优势不断进行企业并购和资源整合，影响了我国的广告行业格局。但是我国的现代广告产业的发展起步比较晚，在产业资本运作方面的经验比较少，使得广告产业的资本化发展中存在非常多的问题，需要在下一步发展中提出相应的解决策略，保障我国广告产业能够在新时代的背景下得到更好的发展。 本文先阐述了我国广告产业资本化运作以及企业金融成长周期理论的相关内容，接着结合我国广告企业的发展现状，探讨了不同发展阶段下的企业融资需求以及融资方式，同时也总结了我国广告企业资本化运作的现状。不仅如此，本文还通过之前的分析，提出了我国广告产业资本化运作存在的问题，即并购引起发展困境、广告产业的零散化、“走出去”战略实施不当等，最后利用自己所学知识以及目前国内外关于本课题的研究现状，针对上述问题提出了相应的解决策略，促进了我国广告企业资本化运作的策略。 关键词：广告产业；资本化运作；企业并购；产业集群化 Abstract In recent years, with the continuous development of Chinas economy, China has now become the worlds second advertising market, in the international market has a very important position. In particular, with the increase in the strength of local enterprises in China, many advertising companies are beginning to enter the capital market, and rely on the advantages of local capital continue to carry out mergers and acquisitions and resource integration, affecting Chinas advertising industry pattern. However, the development of Chinas modern advertising industry started relatively late, the experience of industrial capital operation is relatively small, making the development of the advertising industry, there are many problems in the development of the next step in the development of appropriate solutions to protect our advertising Industry in the context of a new era can be better development. This paper first elaborates the capitalization operation of Chinas advertising industry and the related content of the theory of enterprise financial growth cycle. Then, according to the development of advertising enterprises in China, this paper discusses the financing needs and financing methods of enterprises under different development stages. At the same time, Capitalization of the status quo. Moreover, this article also through the previous analysis, put forward the existence of Chinas advertising industry capitalization problems, namely, mergers and acquisitions