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作为经济文化快速发展的浙中城市,金华市的广告发展代表了中国部分中小城市广告行业的现阶段状况,因此,通过对浙江省金华市广告公司进行抽样问卷调查和访问,对获得的数据进行结构方程分析,大致描述出金华市广告业现阶段的经营状态和问题症结,对症辨析并提出解决问题的建议,可以作为中小城市广告业发展的参考意见。同时,以人才需求为关注点,为高校广告专业提供参考资料,并对培养当代广告人才,提高广告人素质提出具有一定价值的建议。
As a middle-class city with rapid economic and cultural development, the advertising development of Jinhua City represents the current stage of the advertising industry in some small and medium-sized cities in China. Therefore, by conducting a sample survey and interview with advertising agencies in Jinhua City, Zhejiang Province, the data obtained Structural equation analysis, roughly describes the Jinhua City, the current state of the advertising business and the crux of the problem, symptomatic discrimination and put forward proposals to solve the problem, can be used as small and medium-sized cities advertising reference for the development. At the same time, the demand for talent as the focus for college advertising professionals to provide reference materials, and to cultivate contemporary advertising talent, improve the quality of advertisers put forward some valuable suggestions.