技术赋能:“十三五”时期的中国广告行业变革  

Technology Empowerment:The Transformation of China’s Advertising Industry during the "13th Five-Year Plan" Period

作　　者：姜智彬[1] JIANG Zhi-bin(School of Journalism and Communication,Shanghai International Studies University,Shanghai 200000,China)

机构地区：[1]上海外国语大学新闻传播学院,上海200000

出　　处：《编辑之友》2021年第1期44-52,共9页Editorial Friend

基　　金：国家社会科学基金一般项目“人工智能重构下的广告产业流程研究”(18BXW105);2019年度上海外国语大学校级重大科研项目“人工智能驱动的广告变革与发展研究”(2019144033)。

摘　　要：在技术的赋能下,中国广告产业经济范式在"十三五"期间从人力密集型转向技术密集型。在这个过程中,移动互联网技术、大数据处理技术和人工智能技术是广告行业变革的核心生产力要素。研究者以技术赋能论为基本内核,从移动互联网技术拓展的社交互动型广告形态、大数据处理技术创新的平台型广告商业模式、人工智能技术驱动的广告产业变革三个方面梳理了"十三五"期间中国广告行业变革的技术解释路径。以5G、区块链和物联网技术为代表的新兴技术,将在下一个五年布局广告产业,为中国广告行业带来新的技术红利。Under the influence of the economic paradigm of technology empowerment,China’s advertising industry has shifted from labor-intensive to technology-intensive during the "13th Five-Year Plan" period.In the process of this paradigm shift,mobile Internet communication technology,big data processing technology and artificial intelligence technology are the "core productivity" elements of advertising form expansion,advertising business model innovation and advertising industry reform.Taking the theory of technology empowerment as the basic core,the research combs the technological explanation path for the reform of China’s advertising industry during the "13th Five-Year Plan" period from three aspects:the social interactive advertising form expanded by mobile Internet technology,the platform-based advertising business model innovated by big data processing technology,and the China’s advertising industry reform driven by artificial intelligence technology.

关 键 词：技术赋能 广告形态 广告商业模式 广告产业 

分 类 号：G206[文化科学—传播学]