数字广告产业发展评价体系构建与实证测度

Evaluation System Construction and Empirical Measurement about the Development of the Digital Advertising Industry

从外部环境、内部能力和发展效能3个维度构建1个综合评价体系,并对2018—2023年我国数字广告产业的实际发展情况进行实证测评。研究发现:我国数字广告产业发展态势良好且总体平稳;产业内部能力建设取得积极成效,产业高级化、集聚化等水平持续提升;产业外部环境是洞察数字广告新近发展的主要维度;社会公益、监管规范等“非经济”层面的发展相对滞后于营收规模等经济层面的增长。未来,应不断改善数字广告产业发展的外部环境,持续推进产业内部能力建设,注重公益宣传,强化舆论引导与数字治理,有力有效推动我国数字广告产业发展效能持续提升。

This paper constructs a comprehensive evaluation system from three dimensions:external environment,internal capacity,and development efficiency,and empirically evaluate the actual development of China's digital advertising industry from 2018 to 2023.The results show that the development of China's digital advertising industry is excellent and stable.The capacity building within the industry has achieved positive results,and the level of industrial high-grade and agglomeration has continued to improve.The industry's external environment is the dominant dimension for insight into the recent development of digital advertising.Developing"non-economic"aspects such as social welfare and regulatory norms lags behind the growth of economic elements such as revenue scale.In the future,we should continue to improve the external environment for the development of the digital advertising industry,continue to promote the internal capacity building of the industry,pay attention to public welfare publicity,strengthen public opinion guidance and digital governance,and effectively promote the continuous improvement of the development efficiency of China's digital advertising industry.