渐进调适与适度创新:中国数字广告产业政策演进研究(1997—2023)

Gradual Adaptation and Moderate Innovation:A Study on the Evolution of China’s Digital Advertising Industry Policies(1997-2023)

数字广告产业政策是支撑产业发展的重要保障。文章以1997—2023年国家颁布的数字广告产业政策文本为研究对象,运用ROST-CM6分析工具,通过词频和语义网络分析厘清产业政策阶段演进的主要特征和政策重点,描绘政策与产业发展的互动样态,揭示产业政策演进的内在逻辑与未来方向。研究认为,渐进调适是中国数字广告产业政策演进的基本逻辑,适度创新是其伴生逻辑,而加强适配性与系统性则是其未来逻辑。

The industry policies of digital advertising are an important guarantee for the industry development.This article takes the digital advertising industry policy texts promulgated by the state from 1997 to 2023 as the research object,uses the ROST-CM6 analysis tool,and clarifies the main characteristics and policy focuses of the industry policy stage evolution through word frequency and semantic network analysis.It depicts the interactive patterns between policy and industry development,revealing the internal logic and future direction of industry policy evolution.The study argues that gradual adaptation is the basic logic of the evolution of China’s digital advertising industry policies,moderate innovation is its accompanying logic,and enhancing adaptability and systematization is its future logic.