基于发展广告学框架下的互联网企业人力资本研究——以谷歌公司为例  

A Human Capital Study Based on Developing Advertising Framework for Internet Enterprises:A Case Study of Google

作　　者：李赞 Li Zan

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2020年第4期15-22,共8页Journal of Advertising Study

摘　　要：中国互联网企业体量大、发展快,但由于发展年限较短,也面临了诸多挑战,传统的产业经济学理论和广告学理论已经无法满足对互联网企业的分析。依据陈刚教授提出的发展广告学理论框架,本文深入探讨发展广告学框架下,资本要素中人力资本所发挥的作用。笔者认为,人力资本可以进一步定义为"广告产业从业者所具备的、与广告产业发展相关的能力之和,以及长时间沉淀在广告企业内部自发形成的、有利于企业的组织制度安排。"本文借鉴和总结了谷歌公司发展人力资本的实践,对于理解广告行业变革和行业发展具有重要意义,对于理解互联网公司人力资本的形成对于互联网产业进步具有极高的价值。The rapid development of Chinese internet can be easily witnessed,but there are many challenges due to the fast paces of growing.Traditional industrial economics theories and advertising theories have been unable to meet the demand of guiding the trend in the digital world.Based on the theoretical framework of Developing Advertising Theory proposed by Professor Chen Gang,this paper discusses the role of human capital in capital elements under the framework of Development Advertising.The author believes that human capital can be further defined as"the sum of the abilities that the advertising industry practitioners possess and are related to the development of the advertising industry,and the organizational system arrangement spontaneously formed in the advertising enterprises for a long time,which is beneficial to the enterprises."This paper summarizes and draws lessons from the practice of Google’s human capital development,which is of great significance for understanding the reform and development of the advertising industry.It is also of great value to understand the formation of human capital of internet enterprises and the progress of digital advertising industry.

关 键 词：发展广告学 广告行业 互联网企业 人力资本 谷歌 

分 类 号：F713.8[经济管理—广告] F49[经济管理—产业经济] F272.92