数字时代广告产业融合的效应与结局  

The Effect and the Outcome of the Advertising Industry Convergence in the Digital Age

作　　者：李名亮[1] LI Ming - liang(College of Humanities and Communications, Shanghai Normal University, Shanghai 200234, Chin)

机构地区：[1]上海师范大学人文与传播学院,上海200234

出　　处：《山西大学学报（哲学社会科学版）》2017年第5期56-63,共8页Journal of Shanxi University(Philosophy and Social Science Edition)

摘　　要：广告产业的融合进程伴随的是产业内涵与外延的深化、拓展。由平台、数字与数据技术推动,广告产业正经历路径多元的融合转型,其效应有三:一是产业边界模糊化,动摇了产业链平衡,引发对产业生存的忧虑;二是深度融合有益于构建一个互联网化的产业生态链,以此推动广告产业服务价值提升,实现"以消费者为中心的传播构架"转型;三是融合促进产业主体竞合关系变动,也促使广告市场结构趋于新的合理化。而广告产业融合的成功,需要迎合新经济"平台""共享"和"微经济"三位一体的分工体系发展趋向。With the progress of the convergence in advertising industry, the intension and extension of the industry deepen and expand. Promoted by platforms, digital and data technique, the advertising industry is experiencing the transformation of the diversified convergence, which has three effects：First, the obscure industrial boundary shakes the balance of the industry chain, arousing the concern about the survival of the industry. Second, the deep conver- gence helps to build and Internet - based industrial ecological chain, which promotes the value improvement of the advertising service and realizes the transformation of ＇ the customer - centered structure of the dissemination＇. Third, the convergence accelerates the changes of co - opetition relationship among principal roles of the industry, and also leads to the new rationalization of the advertising market structure. Moreover, the success of the advertising industry convergence requires meeting the development trend of the division system of the new economy which is characterized by the trinity of ＇ platform＇ , ＇ sharing＇ and ＇ microeconomics＇.

关 键 词：广告产业 数字化 融合 转型 

分 类 号：G209[文化科学—传播学] F713.8[经济管理—广告]