Guidance of State Administration for Industry and Commerce and National Development and Reform Commission on Promotion of Advertising Industry
Guidance of State Administration for Industry and Commerce and National Development and Reform Commission on Promotion of Advertising Industry
Guidance of State Administration for Industry and Commerce and National Development and Reform Commission on Promotion of Advertising Industry
Gong Shang Guang Zi [2008] No. 85
April 23, 2008
Industrial and commercial administrations and development and reform commissions of all provinces, autonomous regions and municipalities directly under the Central Government:
The following guidance is put forward to implement "eleven-fifth" planning and Several Opinions of the State Council on the Promotion of the Development of the Service Sector, and promote good and fast development of advertising industry:
I. Sufficiently realize the significance of promoting development of advertising industry
Advertising industry, which is knowledge, technology and talent intensive, is a primary component of modern service industry and key industry in innovative economy. It plays important role in assisting production, guiding consumption and driving economic growth and social and cultural development. Its development directly reflects economic standard, technical progress, comprehensive economic strength and social cultural quality of a country or region. Promoting development of advertising industry and increase proportion and overall level of advertising industry in modern service industry is urgent need to adapt to new situation of opening up, accelerate information exchange between domestic and international markets, improve efficiency of resources allocation, enhance self-innovation capability and national brand competitiveness; is efficient way to promote optimization of industrial structure, accelerate transferring of economic development, and facilitate development of such industries as culture, sports, movie, media, information, conference, originality, agency and so on; is internal requirement to build overall well-off society and construct harmonious society of socialism.
Since reform and opening up, Chinese advertising industry has developed rapidly, appearing strong vigor. By the end of 2007, there were 173,000 enterprises running advertising business across the country and 1.113 million persons engaged. With the total revenue achieving RMB174.1 billion, advertising industry has become a crucial industry with a certain scale that promotes building of national brands and development of innovative economy. It's ascended to top list of international advertising market. However, conflict and issue that restrain healthy development of advertising industry is not negligible, specially when the scale of Chinese advertising industry keeps expanding for many years, the number of advertising enterprises with comprehensive strength and international competitiveness is small; development of advertising industry appears imbalance among regions and the gap between central and west area and east area is huge; there's few high-end professionals and personnel lack experience of international advertising operation in advertising industry; the development of public advertising industry is slow, requiring effective encouragement measures and stimulation mechanism; Faithfulness of advertisement is low and market order is subject to further standardization and others.
China is currently in the critical process of building overall well-off society and constructing harmonious society of socialism. As a newly rising industry that provides direct service to the development of economic society, advertising industry is not only facing new developing opportunity, but also facing rigorous challenge. The "eleventh-five" planning has clearly stated to accelerate development of service industry and promote development of service industry. Present Chinese economy remains stable and rapid development, and the influence of consumption to economy becomes even greater; science and technology make progress day after day and the newly rising advertising media is full of energy. A series of economic activities of Beijing Olympic Games, acceleration of regional economy, and great concern and importance attached by the country and region has provided new room for expansion of advertising industry. Therefore, high sense of responsibility is required to understand, from strategic perspective, the significance of advertising industry development. It's necessary to alter concept, seize opportunity, and take effective measures to further display the important role of advertising industry in driving development of modern service industry, national economy and society, and vigorously promote healthy development of advertising industry.
II. Guidance, main target and task of promoting the development of advertising industry
1. Guidance
Guided by Deng Xiaoping Theory and important thought of "Three Representatives", the 17th National Congress of the CPC spirit should be thoroughly implemented, the major strategic thought of scientific development view as well as construction of harmonious society of socialism should be deeply executed to regard good and fast development of advertising industry as an urgent and long-term strategic task.
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