中国新媒体广告人才需求的调查研究

Research on the Demand for New Media Advertising Talents in China

对于新媒体背景下我国广告人才的需求问题学界争论已久,但是现有研究缺乏大量有深度的定量研究来给予描述.研究围绕此核心问题对500多位广告从业人员进行分阶段调研.调查发现我国新媒体广告人才需求呈现企业有大量需求但是并不急需的状态;宏观上看新媒体编辑、新媒体运营及大数据分析位居我国新媒体广告人才需求前三位;不同领域最急需的岗位类型,以及不同类型单位对新媒体技能及素养的需求排序有显著差异;结合对行业高管的深度访谈,发现行业与高校合作的意向较强,但在方式、时间等方面存在顾虑,需要建立长效机制予以保障;此外研究发现内驱力因素成为企业看重的新媒体广告人才要素,尤其是自学能力和抗压能力.

There has been an academic debate for a long time on the demand of advertising talents in China under the background of new media developments,but the existing researches lack adequate in-depth quantitative investigation into this matter.With regards to this core issue,the author has conducted a phased survey on more than 500 advertising practitioners.The survey indicates that enterprises in China have demands for new media advertising talents but the demands are not urgent.From a macro perspective,new media editing,new media operation and big data analysis rank the top three categories with respect to the demand for new media advertising talents in China.There are significant differences in the types of positions most urgently needed in different fields and different enterprises.Combined with in-depth interviews with industry executives,the author finds that the intention of cooperation between industry and universities is strong,but there are concerns about how it should be conducted,which need to be guaranteed by establishing a long-term mechanism.In addition,it is found that the internal driving force of the talents has been highly cherished by enterprises,especially the ability of self-learning and working under pressure.