广告公司经营模式及其创新的系统架构  

Business model of advertising agency and its systematic architectural innovation

作　　者：李名亮[1] 许正林[2] 

机构地区：[1]上海师范大学人文与传播学院 [2]上海大学电影学院

出　　处：《广告大观（理论版）》2015年第6期18-25,共8页Journal of Advertising Study

摘　　要：广告产业环境的快速演变,推动经营模式创新成为广告公司提升经营绩效、赢得竞争优势和实现成功转型的新依托;而静态、非系统的经营研究范式逐步转变为动态、整合的经营模式创新范式。基于系统观,进行广告公司经营模式的系统架构与模块因素分析;结合当代转型实践考察,提出广告公司应以核心战略创新为主导,依次在战略性资源、价值网络、顾客界面等三个作业层面完成创新。系统架构是在尝试建立一种中观的广告公司战略分析单元。The fast transmutation of advertising industry environment has pushed forward the innovation of management model. This achievement helps advertising agencies to improve manage performances, gain competitive advantages and become a new support of successful transformation. At the same time, the static, unsystematic management researches is transforming into a dynamic, integrated management model and innovative normal form step by step, which bases on systematic perspective, trying to build a system for advertising agency＇s business model and analyze module factor. Combining with transition practice in the modern time, it suggests that advertising agencies should be lead by some core strategies, such as digitization, innovative transmission and all media spread value chain extend, and make innovations in three operating levels like resources of strategy, value network and customer interface. System architecture tries to establish a kind of medium advertising agency strategic analysis unit.

关 键 词：广告产业 广告公司 转型 经营模式 

分 类 号：F713.8[经济管理—广告]