结构、关系与制度:计算技术嵌入与广告产业变革

Structures,Relationships and Institutions:Computing Technology Embedding and Advertising Industry Transformation

当今时代,大数据计算技术已全面渗透到社会生产生活的各个领域。计算技术的技术赋能性因其与广告产业破解精准投放的历史性难题及互联网传播接受困局的诸多急切现实需求高度契合,而深深嵌入广告产业的发展之中。基于技术介导组织变革理论及其结构、关系与制度分析框架的分析,可发现:计算技术对广告产业的嵌入对于广告产业的业务运作、资源要素、人才需求、产业组织等多元结构要素造成重大影响,并全面改善与优化广告市场各主体间关系、市场交易关系与市场环境关系,进而引致广告产业内生与外生制度的重大变革,直至实现广告产业结构化、关系化与制度化的系统重构。

In the modern era,big data computing technology has fully penetrated all fields of social production and people’s life.It has been deeply embedded in the development of the advertising industry due to the fact that it’s technical empowerment is highly consistent with the historical problems of accurate advertising delivery and the real urgent needs in the acceptance of Internet communication.Judging from Based on the theory of technology mediated organizational change and the analysis of its structure,relationship and institutional analysis framework,computing technology has been found to significantly impacts the embedding and operation of advertising industry as well as resource elements,talent demand and industrial organization of the industry.And it also comprehensively improves and optimizes the relationship between various subjects of the advertising market,market transaction relationship and market environment,hence leading to the significant changes in the endogenous and exogenous systems of the industry and finally to the realization of its structural,relational and institutionalized system reconstruction.