广告产业特征与数字化发展

Characteristics and Digital Development of Advertising Industry

数字技术不仅改变了人类的实践能力,也改变着人类的生存方式和理解世界的方式,使人类进入了虚拟生存的阶段,数字技术成了当下广告产业最主要的技术环境,促进了广告产业的虚拟化发展。数字技术带来了交易成本的降低,从而促进了广告产业的融合化发展。从产业经济的层面看,数字技术促进广告产业规模的扩大、市场结构的分化与产业素质的提高。数字技术背景下的广告产业遵循着环境选择原理、广告产业自组织创新原理与基因进化原理。

Digital technology has not only changed the practice ability of human, but also changing people＇s way of life and way of understanding the world, makes the survival of mankind into the virtual stage, digital technology has become the most important advertising industry technology environment, and promotes the development of the advertising industry＇s virtualization. Digital technology has brought lower transaction costs, thus contributing to the integration of the advertising industry. From the perspective of industrial economy, digital technology for the advertising industry to expand the scale,differentiated market structure and improve industrial quality. Under the digital technical background, advertising industry follow the principles of environment selection,advertising industry self-organizing principle of innovation and gene evolution principle.