广告行业数字化转型中的挑战与对策
摘要
随着信息技术的飞速发展，数字化转型已成为各行各业不可逆转的趋势，广告行业亦不例外。在大数据、人工智能、云计算等新兴技术的驱动下，广告行业正经历着前所未有的变革。本文从数字化转型理论、广告学理论及信息技术在广告中的应用三个方面进行了相关理论概述。随后，详细阐述了数字化转型对广告行业在提升广告效果与精准度、拓宽传播渠道与形式以及促进创新与发展等方面的积极作用。进而，本文深入剖析了广告行业在数字化转型过程中面临的四大挑战：技术应用层面的数据安全与隐私保护问题、技术更新迭代速度与企业适应性不足；商业模式与运营管理层面的传统商业模式冲突与组织架构流程再造需求；人才与文化层面的数字化人才短缺与企业文化融合难题；以及法规与政策环境层面的法律法规滞后与国际间法规差异挑战。针对这些挑战，本文提出了四大对策：加强技术投入与创新能力，优化商业模式与运营管理，强化人才队伍建设与文化塑造，以及紧跟法规与政策动态加强合规管理。
关键词：广告行业；数字化转型；数字化人才
Abstract
With the rapid development of information technology, digital transformation has become an irreversible trend in all industries, and the advertising industry is no exception. Driven by emerging technologies such as big data, artificial intelligence and cloud computing, the advertising industry is undergoing unprecedented changes. This paper summarizes the digital transformation theory, advertising theory and the application of information technology in advertising. Subsequently, it elaborated the positive role of digital transformation on the advertising industry in improving the advertising effect and accuracy, broadening the communication channels and forms, and promoting innovation and development. Furthermore, this paper deeply analyzes the four major challenges facing the advertising industry in the process of digital transformation: data security and privacy protection at the level of technology application, the speed of technology update and enterprise adaptability; the conflict of traditional business model and operation management and the need of organizational structure process reengineering; the shortage of digital talents in talents and corporate culture; and the lag of laws and regulations and the difference of regulations and policy environment. In view of these challenges, this paper puts forward four countermeasures: strengthening technology investment and innovation ability, optimizing business model and operation management, strengthening the construction of talent team and cultural shaping, and keeping up with the dynamic regulations and policies to strengthen compliance management.
Keywords： Advertising industry; digital transformation; digital talents
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的及内容 2
二、相关理论概述 3
（一）数字化转型理论 3
（二）广告学理论 3
（三）信息技术在广告中的应用 3
三、数字化转型对广告行业的作用 5
（一）提升广告效果与精准度 5
（二）拓宽广告传播渠道与形式 5
（三）促进广告行业创新与发展 5
四、广告行业数字化转型中的挑战 7
（一）技术应用层面的挑战 7
（二）商业模式与运营管理的挑战 7
（三）人才与文化的挑战 8
（四）法规与政策环境的挑战 8
五、广告行业数字化转型的对策 9
（一）加强技术投入与创新能力 9
（二）优化商业模式与运营管理 9
（三）强化人才队伍建设与文化塑造 10
（四）紧跟法规与政策动态，加强合规管理 10
结 论 12
参考文献 13
摘要
随着信息技术的飞速发展，数字化转型已成为各行各业不可逆转的趋势，广告行业亦不例外。在大数据、人工智能、云计算等新兴技术的驱动下，广告行业正经历着前所未有的变革。本文从数字化转型理论、广告学理论及信息技术在广告中的应用三个方面进行了相关理论概述。随后，详细阐述了数字化转型对广告行业在提升广告效果与精准度、拓宽传播渠道与形式以及促进创新与发展等方面的积极作用。进而，本文深入剖析了广告行业在数字化转型过程中面临的四大挑战：技术应用层面的数据安全与隐私保护问题、技术更新迭代速度与企业适应性不足；商业模式与运营管理层面的传统商业模式冲突与组织架构流程再造需求；人才与文化层面的数字化人才短缺与企业文化融合难题；以及法规与政策环境层面的法律法规滞后与国际间法规差异挑战。针对这些挑战，本文提出了四大对策：加强技术投入与创新能力，优化商业模式与运营管理，强化人才队伍建设与文化塑造，以及紧跟法规与政策动态加强合规管理。
关键词：广告行业；数字化转型；数字化人才
Abstract
With the rapid development of information technology, digital transformation has become an irreversible trend in all industries, and the advertising industry is no exception. Driven by emerging technologies such as big data, artificial intelligence and cloud computing, the advertising industry is undergoing unprecedented changes. This paper summarizes the digital transformation theory, advertising theory and the application of information technology in advertising. Subsequently, it elaborated the positive role of digital transformation on the advertising industry in improving the advertising effect and accuracy, broadening the communication channels and forms, and promoting innovation and development. Furthermore, this paper deeply analyzes the four major challenges facing the advertising industry in the process of digital transformation: data security and privacy protection at the level of technology application, the speed of technology update and enterprise adaptability; the conflict of traditional business model and operation management and the need of organizational structure process reengineering; the shortage of digital talents in talents and corporate culture; and the lag of laws and regulations and the difference of regulations and policy environment. In view of these challenges, this paper puts forward four countermeasures: strengthening technology investment and innovation ability, optimizing business model and operation management, strengthening the construction of talent team and cultural shaping, and keeping up with the dynamic regulations and policies to strengthen compliance management.
Keywords： Advertising industry; digital transformation; digital talents
目 录
摘要 I
Abstract II
一、绪论 1
（一）研究背景及意义 1
（二）国内外研究现状 1
（三）研究目的及内容 2
二、相关理论概述 3
（一）数字化转型理论 3
（二）广告学理论 3
（三）信息技术在广告中的应用 3
三、数字化转型对广告行业的作用 5
（一）提升广告效果与精准度 5
（二）拓宽广告传播渠道与形式 5
（三）促进广告行业创新与发展 5
四、广告行业数字化转型中的挑战 7
（一）技术应用层面的挑战 7
（二）商业模式与运营管理的挑战 7
（三）人才与文化的挑战 8
（四）法规与政策环境的挑战 8
五、广告行业数字化转型的对策 9
（一）加强技术投入与创新能力 9
（二）优化商业模式与运营管理 9
（三）强化人才队伍建设与文化塑造 10
（四）紧跟法规与政策动态，加强合规管理 10
结 论 12
参考文献 13
