试论文化创意产业视阈下广告产业核心竞争力

On the Core Competitiveness of Advertising Industry: A Perspective of Cultural Originality

摘要: 创意能力是广告产业的核心竞争力。广告产业的本质就是创新，为客户创造新价值。创造的源头在广告创意部门，创意不仅是广告产业中最具活力的因素，也是广告产业赖以生存的土壤，没有创意，广告产业什么也不是。

Abstract: Originality is the core competitiveness of the advertising industry of which the essence is the innovation, that is, the creation of the new value for clients. The headstream of the creation is in the creation department. The creation is not only the most active factor in the advertising industry but the soil on which the industry grows. Without creation, the advertising industry will be nothing.