Study On The Development Of Advertising Industry In Big Data Era

In the last few years, data increase by geometric series. The data is so much that it is difficult for us to search, manage, and analyze it by general software tool. We have already entered the big data time. Big data is not only the technology transforms strength but also brings one kind of more profound social as well as the humanity thinking mode transformation and it is affecting human society's each domain. In the big data and under the technical influence, the advertisement industry is in the revolutionary change. It is very practical and significant to discuss the advertisement industry development under such background. This also is the main purpose which this article studies.From the angle of the industrial development technology and the market interaction theory, the article establishes technical and the market dual logic analysis frame from two dimensions of the advertisement technological innovation and the advertisement market demand which from the big data changes. Under system analysis methodology instruction, the author conducts the research to the big data time advertisement industry transformation and the innovation development by the method of standard analysis, investigation interview and statistical analysis. Considering the advertisement industry development is one great and the complex proposition, the article mainly discusses the industrial stratification plane and it takes the advertisement industry as the object of study and launches the research from the below aspect.The dissertation has first analyzed the influence which big data and the technology brings to the advertisement industry. The technological innovation which is brought to the advertisement by the big data and the technology causes the advertisement market demand change. The advertisement industry ecological environment has had the subversive transformation because of technology and market. This article analyzed change of the advertisement industry ecological environment from the advertisement host, the advertisement medium and the consumer, in which with emphasis discussed the big data time advertisement host's change. As the ad campaign sponsor, the advertisement host's all management is founded in the data including the policy-making mechanism, the marketing dissemination management and the advertisement demand and so on, this will change the advertisement industry from the source the core business condition.As a knowledge service industry the main business of advertisement industry shape may sum up for the advertisement knowledge production and the advertising info. In big data time, the traditional advertisement knowledge production system which is founded in the adman wisdom and traditional information dissemination way of the mass media face the huge challenge. The establishment purchases in the big data technology base personalized content recommendation and the sequencing is substituting for the manpower gradually, the advertisement industry core business condition is actuating by the intelligence to the technical actuation transformation.The big data brings the advertisement industry the challenge, also has provided certain development opportunity for its innovation development. This article mainly discusses the innovation of advertisement industry in the big data time from advertisement industry chain restructuring and the advertisement structure. Along with big data and technological development gradually thorough, the advertisement industry fusion step intensifies, the definition of the advertisement industry boundary is not very clear, this has provided the foundation for the advertisement industry chain conformity. As a result of the advertisement ecological environment change, the traditional advertisement industry chain each constitution link--advertisement host, the advertisement medium and consumer's role function also correspondingly changes. Therefore, this article proposed take data resources sharing as the core, constructs based on the data actuation advertisement industry chain.The industrial structure optimizes includes the industrial structure generally the rationalization and melts highly, the coordination and the innovation are the important ways which the industrial structure optimizes. The big data and the technical development and the application have provided the huge opportunity for the advertisement industrial structure optimization. At the same time, the advertisement industrial structure is rational basing on the data. On the other hand, the thorough development of the big data technology makes the advertisement technology innovates unceasingly, enhances the advertisement industry technology content, impels the advertisement industry further highly to melt the direction to the technology-intensive industry to develop so as to realize the optimization promotion of advertisement industrial structure.In the big data time, facing the advertisement industry core business condition change, the traditional advertisement industry core competitive power dispels gradually. This article finally carries on to advertisement industry core competitive power changing comprehensively,proposing"the data dissemination management" to rebuilds the advertisement industry core industry, making advertisement industry competitive advantage Through advertisement technological innovation,enhancing knowledge production and the information dissemination ability so as to promotion advertisement industry core competitive power based on the data...