大数据时代中国广告公司的现实困境与转型路径——基于广告从业人员的深度访谈分析
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摘要
大数据技术发展对经济社会带来巨大的变革,传统广告公司正在运用大数据技术积极进行转型。广告从业者是如何看待大数据带来的变化以及传统广告公司如何进行转型是文章研究的主要问题。采用深度访谈法,通过滚雪球抽样的方式选择22位广告从业人员进行深入访谈,并运用NVivo11质性分析软件对访谈资料进行分析。研究发现:广告公司之间大数据应用分化严重,"数据鸿沟"加剧;广告从业者对大数据的认识仍然存在一些误区,数据造假引发大数据质疑,大数据广告业务运行状况不容乐观;广告主的需求变化正在推动广告公司转型,但是数据匮乏与技术型人才的短缺成为传统广告公司转型的主要障碍。根据企业战略转型理论,提出大数据时代传统广告公司应确立"数据传播管理"的发展战略,建立基于数据驱动的广告业务模式,从专业化、垂直化方向发展与平台化、融合化发展两条路径上实现转型。
The development of big data technology has brought a big revolution to economy and society,and the advertising agency is applying the big data technology to implement a transition of its own.Therefore,the key issues of this paper are how advertisers perceive the changes brought about by the big data and how advertising agencies carry out the transition.In this paper,an in-depth interview method is used to interview22 advertising practitioners who are selected through snowball sampling,and NVivo11 qualitative analysis software to analyze the interview materials.The study finds that the differentiation of big data application is obvious among advertising agencies,and the " data gap " is getting wider.Advertising practitioners have some misconceptions about the understanding of big data,and data fraud triggers big data queries,meanwhile,big data advertising business operation is not optimistic.The changes of advertisers' requirements are driving the advertising agencies to transform,but the lack of data and technical talents has become an obstacle to the transformation for traditional advertising companies.According to the theory of strategic transformation of enterprises,this paper proposes that advertising agencies should establish a development strategy of "data communication management" and a data driven advertising business model,and then achieve a successful transformation from the specialization or vertical development and the platform or integration development of the two paths.
The development of big data technology has brought a big revolution to economy and society,and the advertising agency is applying the big data technology to implement a transition of its own.Therefore,the key issues of this paper are how advertisers perceive the changes brought about by the big data and how advertising agencies carry out the transition.In this paper,an in-depth interview method is used to interview22 advertising practitioners who are selected through snowball sampling,and NVivo11 qualitative analysis software to analyze the interview materials.The study finds that the differentiation of big data application is obvious among advertising agencies,and the " data gap " is getting wider.Advertising practitioners have some misconceptions about the understanding of big data,and data fraud triggers big data queries,meanwhile,big data advertising business operation is not optimistic.The changes of advertisers' requirements are driving the advertising agencies to transform,but the lack of data and technical talents has become an obstacle to the transformation for traditional advertising companies.According to the theory of strategic transformation of enterprises,this paper proposes that advertising agencies should establish a development strategy of "data communication management" and a data driven advertising business model,and then achieve a successful transformation from the specialization or vertical development and the platform or integration development of the two paths.
引文
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[25]大卫·奥格威.广告大师奥格威:未公诸于世的选集(修订版).庄淑芬译.北京:机械工业出版社,2013:3.
[2]Tiago,Maria Teresa Pinheiro Melo Borges,Ver'ssimo,Jose'Manuel Cristo'v2o.Digital Marketing and Social Media:Why Bother?Business Horizons,2014,57:703-708.
[3]Scott,David Meerman.The New Rules of Marketing and PR:How to Use Social Media,Blogs,News Releases,Online Video,and Viral Marketing to Reach Buyers Directly.John Wiley&Sons,Hoboken,N.J.,2010:96-97.
[4]Cha,Jiyoung.Predictors of Television and Online Video Platform Use:a Coexistence Model of Old and New Video Platforms.Telematics Inform,2013,30:296-310.
[5]姚曦,李斐飞.精准·互动---数字传播时代广告公司业务模式的重构.新闻大学,2017,1:116-124.
[6]颜景毅.从策略传播管理到数据沟通管理---大数据诱致广告运作制度的变迁.新闻大学,2017,5:95-104.
[7]龚恋雯.程序化购买对广告公司的影响研究.广告大观(理论版),2017,6:67-76.
[8]王建彦,孙宜君.大数据在广告业数字化转型中的运用.青年记者,2016,6:107-108.
[9]张文锋.大数据时代广告传播的变革---可能、边界及趋势.广告大观(理论版),2014,6:70-72.
[10]邓超明,黄迎新.试论整合营销传播背景下本土广告公司战略转型---以互通国际传播集团为例.中国地质大学学报(社会科学版),2014,3:123-127.
[11]代婷婷.中国本土媒体资源型广告公司发展的现状和路径.新闻界,2013,11:66-67.
[12]廖秉宜.国际广告集团在华发展历程、战略及对策分析.新闻界,2014,23:31-32.
[13]李亦宁,刘丽.西部本土广告公司竞争力及其发展路径研究---基于西安本土广告公司的市场调研分析.新闻界,2015,19:40-41.
[14]陈刚,石晨旭.数字化时代广告公司形态研究.湖北大学学报,2016,3:101-103.
[15]阮毅.困境与转型:大数据时代中国广告产业的发展.中国媒体发展研究报告:2016:135-145.
[16]李正良,王君予.大数据时代广告代理行业的转型策略---基于竞争环境和受众的变化.广告大观(理论版),2016,5:16-22.
[17]杨雪.大数据时代广告公司的转型之路.襄阳职业技术学院学报,2016,4:31-33.
[18]金兼斌.数字鸿沟的概念辨析.新闻与传播研究,2003,1:75-79.
[19]韦路,张明新.第三道数字鸿沟:互联网上的知识沟.新闻与传播研究,2006,4:43-53.
[20]维克托·迈尔-舍恩伯格,肯尼思·库克耶.大数据时代:生活、工作与思维的大变革.盛杨燕,周涛译.杭州:浙江人民出版社,2013:167.
[21]杨龙.裂变式转型---互联网+转型纲领.北京:机械工业出版社,2015:19.
[22]热若尔·罗兰.转型与经济学.张帆译.北京:北京大学出版社,2002:22-26.
[23]Gary Gereffi.International Trade and Industrial Upgrading in the Apparel Commodity Chains.Journal of International Economics,1999,48:37-70.
[24]陈乐平.企业战略转型影响因素和转型路径研究.现代营销(下旬刊),2017,10:3-5
[25]大卫·奥格威.广告大师奥格威:未公诸于世的选集(修订版).庄淑芬译.北京:机械工业出版社,2013:3.