区域广告产业数字创新能力评价:一个理论分析框架

Evaluation of Digital Innovation Ability of Regional Advertising Industry:A Theoretical Analysis Framework

面向数字化时代,中国广告产业的发展进入数字广告和智能广告主导阶段,数字技术逐渐成为决定广告产业方向的核心要素。区域广告产业的发展更加依赖区域广告产业数字创新能力的提升,即在区域市场需求、政策、技术等条件约束下,广告产业创新主体整合数字创新资源,提供创新性的数字广告技术、产品和服务的能力。以促进区域广告产业发展为目的,从创新环境、创新投入、创新组织和创新产出四个方面构建区域广告产业数字创新能力评价的分析框架。创新环境由市场需求、技术基础、政府政策支持和资本市场支持构成;创新投入包括数字广告人才投入、数据资产投入以及技术创新专项资金投入;创新组织包括数字营销公司、数字媒介组织、广告技术公司和高校及研究机构;创新产出由数字广告技术产出、数字广告产品和服务产出构成。

Facing the digital age,the development of China's advertising industry has entered the leading stage of digital and intelligent advertising.Technology,especially digital technology,has become the core driving force to promote the development of advertising industry.The development of regional advertising industry is increasingly dependent on the improvement of digital innovation ability,that is,under the constraints of regional market demand,policy,technology and other conditions,the key players in advertising industry innovation can integrate digital innovation resources and provide digital advertising technology,products and services.In order to promote the development of regional advertising industry,this paper attempts to construct an analytical framework for evaluating the digital innovation capability of regional advertising industry from four dimensions:innovation environment support,innovation input,innovation organization and innovation output.Innovation environment support is composed of market needs,digital technology foundation,government policy and capital market.Innovation investment includes digital advertising staff,data asset investment;Innovation organizations include digital marketing companies,digital media organizations,advertising technology companies,universities and research institutions.Innovation output consists of digital advertising technology development and innovation,digital advertising product innovation and service innovation.