技术·制度·文化:数字时代中国广告创新的影响机制

Technology,System and Culture:the Influential Mechanism of Chinese Advertising Innovation in the Digital Age

广告创新是指广告业顺应政治、经济、社会发展变化,对制作、生产、经营模式进行被动调节和主动革新的一种现象。广告创新伴随广告业发展始终,在一定意义上决定着一国广告业的发展方向和发展进程。影响广告创新的因素很多,在影响机制和运行机理层面,突出表现在技术突破、制度改革、文化变迁3个方面。中国改革开放40多年来,广告创新,与技术突破、制度改革、文化变迁构成了彼此呼应的共同体。回顾中国广告的发展历程,从技术、制度、文化视角审视中国广告创新发展的影响机制,是对40多年来中国广告创新历程的思考,也是研究数字时代中国广告创新发展动力、实现更快更好发展的有益尝试。

Advertising innovation refers to a phenomenon that the advertising industry passively adjusts but actively innovates the development of production,the creation and business model in accordance with the political,economic and social changes.Advertising innovation has always changed with the development of advertising industry,which,to certain extent,determines the development direction and development process of a countrys advertising industry.Many factors can affect advertising innovation,with three main aspects at the level of influence and management mechanism:technological breakthrough,institutional reform and cultural change.Over the past 40 years since Chinas reform and opening up,the three aspects have formed a community echoing each other.Reviewing the development process of Chinas advertising,the influence mechanism,the management mechanism of Chinas advertising innovation from the perspective of technology,system and culture is not only a reflection on the process of Chinas advertising innovation in the past40 years,but also a beneficial attempt to study and explore the development power of Chinas advertising innovation in the digital age for faster and better development.