大数据时代广告公司核心竞争力的提升研究

Study on the Enhancement of the Core Competence of Advertising Agencies in the Era of Big Data

大数据作为一种重要的变革力量正在颠覆所有行业组织，广告公司在大数据的冲击下，原有的核心竞争力逐步消解。本文运用核心竞争力相关理论资源，梳理核心竞争力的构成以及广告公司核心竞争力的演变，根据波特的“五力模型”分析大数据时代广告公司竞争状况，对大数据时代广告公司核心竞争力进行研究，提出大数据时代广告公司提升的途径：培育大数据挖掘及分析技术能力和强化基于数据驱动的信息生产与传播管理能力。

Big data as an important force for change is subverting allindustry organization. Under its impact, the original core competitiveness of advertising agencies has been gradually digested and is facing reconstruction.This paper combs the composition of the core competitiveness of advertising agencies and its evolution, and analyzes the advertising agencies competitive situation with Porter＇s ＂five forces model＂. And then, the paper studies and puts forward with the approaches that can enhance the core competitiveness of advertising gencies in the era of Big Data： cultivating the technical skills of Big Date Digging and Analysis, and strengthening the capabilities of information production and communication management on the basis of Data Driven.