2014年中国广告学术研究综述

2014年中国广告业面临媒介融合和数字化的双重背景,广告的产业变革面临机遇与挑战的双重主题,这些特征也鲜明体现在2014年的广告学术研究中。本文通过对2014年国内举行的各类广告学术会议、出版的广告学术著作以及专业期刊论文的整理分析,归结出中国广告研究的八大新热点:"马太效应"影响下的传统媒体格局、大数据对焦精准传播、O2O营销模式的强势来袭、媒介融合下的中国广告产业之变革、工业4.0时代的新趋势、移动互联网开启移动广告新蓝图、程序化购买成为数字营销的强力引擎、跨屏整合时代成为新常态。

During 2014, Chinese advertising industry is facing double background of media convergence and digital advertising industry revolution, advertising industry change is facing the dual themes of opportunities and challenges, these features are also reflected in the research of advertising distinct academic in 2014. In this paper, through the analysis of all kinds of Advertising Conference helcl on 2014, the domestic publishing advertisement academic work and journal articles and other content arrangement, sums up eight new hot spots of Chinese advertising study： The traditional media pattern under the influence of ＂Matthew effect＂ ：Big data dissemination of accurate focusing;O2O marketing mode（ is strong incomings Chinese advertising industry change under the media convergence The new trend of industry 4.0s Mobile Internet open a new blueprint for mobile advertisings Programmatic buying has become a powerful engine of digital marketing; Cross screen integration time become the new normal.