Opinions of the State Administration for Industry and Commerce on Carrying forward the Implementation of Advertising Strategy
Opinions of the State Administration for Industry and Commerce on Carrying forward the Implementation of Advertising Strategy
Opinions of the State Administration for Industry and Commerce on Carrying forward the Implementation of Advertising Strategy
Gong Shang Guang Zi [2012] No.60
April 11, 2012
The administrations for industry and commerce and market supervision administrations of all provinces, autonomous regions, municipalities directly under the Central Government, cities specifically designated in the state plan and sub-provincial cities:
The advertising industry is an important part of the modern service industry and the culture industry and plays an active role in building brands, displaying images, facilitating innovation, promoting development, guiding consumption, stimulating domestic demand, spreading advanced culture, building a harmonious society and other aspects. In a period which is crucial for China to build a moderately prosperous society in all respects and at a stage which is critical for China to speed up the transformation of economic development mode, the functions and role of advertising becomes more prominent. Authorities for industry and commerce burden the dual duties of guiding the development of the advertising industry and supervising the advertising market. The implementation of advertising strategies is a significant action taken for bringing into play the duties and role of authorities for industry and commerce and promoting the scientific development of the advertising industry, is urgently needed to make more efforts to develop the modern service industry and the culture industry, is the basic requirement for expanding consumption, facilitating innovation and speeding up "three transformations" and a strategic choice for spreading advanced culture, building a harmonious society and enhancing cultural soft power. For the purpose of carrying out the spirit of the 5th and 6th Plenary Session of the 17th CPC Central Committee and the requirements of the Outline of the 12th Five-Year Plan, opinions on the implementation of advertising strategies are hereby set out as follows:
I. General requirements for the implementation of advertising strategies
1. Guiding thoughts: Deng Xiaoping Theory and the important thought of Three Represents shall be followed as the guidance and the scientific development outlook shall be deeply carried out, with serving major national economic, social and cultural development strategies as the focus, generally improving the core competitive edge of the advertising industry as the goal and with reform, innovation and creativity as the driving forces and purifying the advertising market environment and regulating the order of the advertising market as the safeguard, in order to further improve advertising laws and regulations, establish and improve mechanisms for the supervision of the advertising market, promote the scientific development of the advertising industry and provide a strong impetus for speeding up the transformation of the economic development mode, building a harmonious socialist society and facilitating the further development and prosperity of the socialist culture.
2. Strategic goals: by 2020, China will become a country which reaches or be close to the international advanced level in terms of advertising creativity, planning, designing, production, release and management. The specific goals are as follows:
Advertising laws and regulations and management systems will be further improved and advertising administrative systems and operating mechanism meeting the need of China's economic and social development will operate in a smooth manner.
The order of the advertising market will be further regulated, the advertising-related legal awareness of the general public will be noticeably improved and the creditworthiness of the advertising industry will be obviously raised.
the scale of the advertising market will develop in coordination with its quality and efficiency, the structure of the advertising industry will be further optimized, the competitiveness and influence of the advertising industry will be further reinforced, a number of advertising (enterprises) groups with high professional level, strong innovative capacity, and international competitiveness will be formed and high-end advertising professionals with international experience and innovative capacity will be trained.
The contribution of the advertising industry to the economy and society will be further increased. The role of the advertising industry in stimulating consumption, increasing domestic demand and promoting the development of relevant industries will be further enhanced, its role in carrying forward the core socialist value systems, spreading the advanced socialist culture and facilitating the building of a harmonious society will be further highlighted, its role in improving the cultural soft power of China will be further strengthened, the functional role and industrial value of advertising will be generally accepted by the general public.
II.
......
Gong Shang Guang Zi [2012] No.60
April 11, 2012
The administrations for industry and commerce and market supervision administrations of all provinces, autonomous regions, municipalities directly under the Central Government, cities specifically designated in the state plan and sub-provincial cities:
The advertising industry is an important part of the modern service industry and the culture industry and plays an active role in building brands, displaying images, facilitating innovation, promoting development, guiding consumption, stimulating domestic demand, spreading advanced culture, building a harmonious society and other aspects. In a period which is crucial for China to build a moderately prosperous society in all respects and at a stage which is critical for China to speed up the transformation of economic development mode, the functions and role of advertising becomes more prominent. Authorities for industry and commerce burden the dual duties of guiding the development of the advertising industry and supervising the advertising market. The implementation of advertising strategies is a significant action taken for bringing into play the duties and role of authorities for industry and commerce and promoting the scientific development of the advertising industry, is urgently needed to make more efforts to develop the modern service industry and the culture industry, is the basic requirement for expanding consumption, facilitating innovation and speeding up "three transformations" and a strategic choice for spreading advanced culture, building a harmonious society and enhancing cultural soft power. For the purpose of carrying out the spirit of the 5th and 6th Plenary Session of the 17th CPC Central Committee and the requirements of the Outline of the 12th Five-Year Plan, opinions on the implementation of advertising strategies are hereby set out as follows:
I. General requirements for the implementation of advertising strategies
1. Guiding thoughts: Deng Xiaoping Theory and the important thought of Three Represents shall be followed as the guidance and the scientific development outlook shall be deeply carried out, with serving major national economic, social and cultural development strategies as the focus, generally improving the core competitive edge of the advertising industry as the goal and with reform, innovation and creativity as the driving forces and purifying the advertising market environment and regulating the order of the advertising market as the safeguard, in order to further improve advertising laws and regulations, establish and improve mechanisms for the supervision of the advertising market, promote the scientific development of the advertising industry and provide a strong impetus for speeding up the transformation of the economic development mode, building a harmonious socialist society and facilitating the further development and prosperity of the socialist culture.
2. Strategic goals: by 2020, China will become a country which reaches or be close to the international advanced level in terms of advertising creativity, planning, designing, production, release and management. The specific goals are as follows:
Advertising laws and regulations and management systems will be further improved and advertising administrative systems and operating mechanism meeting the need of China's economic and social development will operate in a smooth manner.
The order of the advertising market will be further regulated, the advertising-related legal awareness of the general public will be noticeably improved and the creditworthiness of the advertising industry will be obviously raised.
the scale of the advertising market will develop in coordination with its quality and efficiency, the structure of the advertising industry will be further optimized, the competitiveness and influence of the advertising industry will be further reinforced, a number of advertising (enterprises) groups with high professional level, strong innovative capacity, and international competitiveness will be formed and high-end advertising professionals with international experience and innovative capacity will be trained.
The contribution of the advertising industry to the economy and society will be further increased. The role of the advertising industry in stimulating consumption, increasing domestic demand and promoting the development of relevant industries will be further enhanced, its role in carrying forward the core socialist value systems, spreading the advanced socialist culture and facilitating the building of a harmonious society will be further highlighted, its role in improving the cultural soft power of China will be further strengthened, the functional role and industrial value of advertising will be generally accepted by the general public.
II.
......