广告策划职业核心能力素养需求实证研究

An Empirical Study on the Requirements of Core Competence Literacy for Advertising Planning Careers

本研究选择主流的数字营销类垂直招聘网站,按照时间顺序对2016-2023年网站广告策划相关招聘信息进行整理,依据大数据、5G技术和AIGC技术兴起的时间将数据分为2016-2018、2019-2021和2022-2023三个时期,最后利用Nvivo编码软件深入分析广告行业对广告策划人才的核心能力需求,并建立起广告策划人才职业核心能力类目体系。结果发现,不同时期的广告策划岗位需求对软件技能、运营管理、职业素养和专业素养有一定的演变,但沟通表达能力、市场洞察能力、抗压能力、逻辑分析能力等核心素养一直是广告策划人员所需具备的关键要素。

This study selects mainstream digital marketing vertical recruitment websites,organize recruitment information related to website advertising planning from 2016 to 2023 in chronological order,according to the time of the rise of big data,5G technology and AIGC technology,the data is divided into three periods:2016-2018,2019-2021 and 2022-2023.Finally,Nvivo coding software is used to deeply analyze the advertising industry's demand for the core competence of advertising planning talents,and establish the core competence category system of advertising planning talents.