大数据时代广告产业结构优化研究
Research on the optimization of advertising industry structure in the era of big data

摘要 中国广告产业在快速发展过程中存在着结构失衡的突出问题。大数据的出现为广告产业发展带来巨大的挑战的同时，也提供了一定的发展机遇，有助于广告产业结构优化升级。本文根据产业经济学相关理论，运用统计分析与比较分析相结合的方法对大数据时代广告产业结构优化进行研究。技术创新是推动产业结构优化的重要力量，产业结构优化包括产业结构合理化和高度化两个方面。大数据时代，基于数据驱动的产业协同运行机制促使广告产业结构合理化，大数据引发的广告技术创新推动广告产业结构高度化。在二者的共同作用下，大数据带来广告产业结构优化升级。
The unbalanced structure has been one of the major problems for China’s advertising industry. The emergence of big data not only brings great challenges to advertising industry, but also provides opportunities to some extent at the same time. Specifically, the structure of advertising industry would get optimized and upgraded. Based on relevant theories of Industry Economics, this paper applies statistical analysis techniques and comparative analysis methods to study the structure optimization of advertising industry in the age of big data. The technology innovation is an important power to promote the industrial structure optimization. The Industrial structure optimization includes two aspects, the industrial structure rationalization and the industrial structure supererogation. In the age of bigBig data, the data-driven collaborative operation mechanism promotes the rationalization of the advertising industrial structure, and the advertising technology innovation caused by big data promotes the industrial structure supererogation. With the effect of the two aspects, big data makes the structure of advertising industry optimized and upgraded