技术·组织·环境:中国广告公司智能化转型动因研究  

Technology-Organization-Environment:A Study on the Dynamics of Intelligent Transformation of Chinese Advertising Agencies

作　　者：孟令光 吕乐杨 Meng Lingguang;Lv Leyang(Shanghai University)

机构地区：[1]上海大学新闻传播学院、上海广告研究院,上海200072 [2]上海大学新闻传播学院,上海200072

出　　处：《新闻与传播评论》2025年第2期109-119,共11页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(24BXW062)。

摘　　要：数字经济背景下,“智能广告”近年来成为学界和业界共同关注的关键词。中国广告公司的智能化转型是广告行业发展的主要趋势。研究引入“技术-组织-环境(TOE)”理论框架,深入业界访谈14家广告公司高管,对中国广告公司智能化转型的重要动因进行系统分析。研究发现,组织内驱中公司自身的转型意愿、对客户的精准营销需求的满足、多维信息服务能力的提升,环境变革后的政府政策激励、市场竞争压力驱动和行业自律规范形成,技术赋能下广告公司人工智能技术的应用、智能媒介终端的更迭、数据安全技术能力的提升等因素,三方面联动推动中国广告公司加快自身的智能化转型。从组织层面看,广告公司内部转型意愿是智能化转型的起点;从环境层面看,各要素变革对其智能化转型产生深远影响;从技术层面看,新技术的涌现与应用是智能化转型的直接动力。Under the background of digital economy,“intelligence”advertising has become a keyword of concern for both academia and the industry in recent years.The intelligence transformation of Chinese advertising agencies is a major trend in the development of the advertising industry.The study introduced the“Technology-Organization-Environment(TOE)”theoretical framework,and conducts in-depth interviews with the senior managers of 14 advertising agencies in the industry to systematically analyze the key drivers of intelligence transformation in Chinese advertising agencies.The study found that the willingness of the agencies to transform themselves,the satisfaction of clients'demand for precise marketing,and the improvement of multi-dimensional information service capability driven by organizational internal drive.And the factors such as the government's policy incentives,the pressure of competition in the market,the formation of self-regulation in the industry after the environmental change,the application of AI technology,the change of intelligent media terminals,and the improvement of data security technology capability of advertising agencies empowered by technology have all three aspects linking to drive the Chinese advertising agencies to accelerate their intelligence transformation.Chinese advertising agencies are accelerating their intelligence transformation.From the organizational level,the willingness to transform within the advertising agency is the starting point of intelligent transformation;from the environmental level,the change of each element has a profound impact on its intelligent transformation;from the technological level,the emergence and application of new technologies is the direct driving force of intelligent transformation.

关 键 词：广告公司 智能化转型 组织内驱 环境变革 技术赋能 

分 类 号：F713.8[经济管理—广告]