计算技术背景下广告产业形态演进研究--基于“技术-供需”的分析框架  

Research on the Evolution Form of Advertising Industry in the Background of Computing Technology: a Study Based on Analytical Framework of "Technology-Supply and Demand"

作　　者：冉华[1,2] 刘锐 Ran Hua;Liu Rui(Wuhan University)

机构地区：[1]武汉大学媒体发展研究中心,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《新闻与传播评论》2021年第5期43-55,共13页Journalism & Communication Review

基　　金：教育部人文社会科学重点研究基地重大项目(17JJD860004);深圳市哲学社会科学规划2020年度课题项目(SZ2020B006)。

摘　　要：计算技术带来了广告产业形态的颠覆性变革,技术发展成为产业发展的核心驱动力。回顾技术与产业演进关系的文献为基础,运用演化经济学、产业经济学的相关理论与观点,提出“技术-供需”分析框架,即技术通过变革产业的供给与需求作用于产业演进,并在此基础上分析计算技术如何嵌入广告产业,进而探讨广告产业形态在计算技术背景下的演进。研究认为,计算技术背景下的广告产业形态演进,正沿着技术逐渐嵌入广告产业供给端的变革方向,使得基于媒介资源优化配置与核心业务智能化的广告服务形态,与基于广告产品技术密集化的广告产品形态不断从“人力-智慧密集型”向“技术-智能密集型”演进,在这一历程中,广告产业经历了生产运作式与传播过程的颠覆式变革以及运作模式与交易模式的智能一体化发展。Disruptive changes in the form of advertising industry have been brought about by computing technology.Technology has development has become the core driving force of industrial development.Basing on the reviewing the literature on the relationship between technology and industrial evolution and the relevant theories and viewpoints of evolutionary economics and industrial economics,the analytical framework of"technology-supply and demand"is put forward in this paper,that is,technology acts on industrial evolution by changing the supply and demand of industries.On this basis,this paper analyzes how computing technology is embedded in advertising industry,and then discusses the evolution of advertising industry in the background of computing technology.According to the research,in the background of computing technology,the evolution of advertising industry form is gradually embedding technology into the supply side of advertising industry,which makes the advertising service form based on optimal allocation of media resources and intelligent core business and the advertising product form based on technology-intensive advertising products evolve from"manpower-intelligence-intensive"to"technology-intelligence-intensive".In this process,the advertising industry has experienced subversive changes in production operation mode and communication process and the intelligent integration development of operation mode and transaction mode.

关 键 词：广告产业 计算技术 供给与需求 演进路径 

分 类 号：G202[文化科学—传播学] G206