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大数据已经成为驱动社会发展的重要力量,传统广告公司在大数据及其技术的冲击下面临转型发展。运用战略管理理论作为理论视角,深入分析大数据时代传统广告公司转型的动因,目的为探索传统广告公司的业务战略选择以适应广告市场环境的变化。数据已经成为这个时代最为重要的资源,大数据技术已经成为这个时代的通用技术。大数据为广告市场运作提供了全新的数据基础,传统广告业务运作模式走向衰落。研究发现,大数据引发的市场环境变化成为传统广告公司转型最为直接的推动因素,根据广告公司企业营销传播服务商的战略定位,大数据时代传统广告公司应选择基于数据驱动的营销传播服务作为业务转型战略。数据与算法驱动计算广告的兴起、程序化购买与程序化创意推动广告产业智能化发展以及传统广告公司数据运用的基础三个方面成为传统广告公司业务战略转型的现实依据。
Abstract：Big data has become an important driving force for social development. Traditional advertising agencies are facing transformation under the impact of big data and its technology. Taking strategic management theory as a theoretical perspective, this paper analyzes the motivation of traditional advertising agencies transformation in the era of big data to explore the business strategy choice of traditional advertising companies to adapt to the changes of advertising market environment. Data has become the most important resource in this era, and big data technology has become the general technology of this era. Big data provides a new data base for the operation of advertising market, and the traditional operation mode of advertising business is declining. It is found that the change of market environment caused by big data has become the most direct driving factor for the transformation of traditional advertising agencies. According to the strategic positioning of advertising agencies' marketing communication service providers, traditional advertising agencies should choose data-driven marketing communication service as the business transformation strategy in the era of big data. The rise of data and algorithm driven computing advertising, the intelligent development of advertising industry promoted by program purchase and program creativity, and the basis of data application of traditional advertising agencies has become the realistic basis of business strategic transformation of traditional advertising agencies.
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(1)数据来源:《中国广告年鉴》2014—2017。
基本信息:
DOI：10.14086/j.cnki.xwycbpl.2021.02.006
中图分类号:F713.8
引用信息:
[1]马二伟.大数据时代传统广告公司业务战略转型研究[J].新闻与传播评论,2021,74(02):62-71.DOI:10.14086/j.cnki.xwycbpl.2021.02.006.
基金信息:
国家社会科学基金一般项目(20BXW119)
2021-03-02
2021-03-02