| After 2010,with digital technology gradually matureing and quickly spreading in the field of application,the human society is coming into the advanced stage of information-digital age.New technology and new social development stage bring a new form of value creation and business rules.For the advertising agency,how to survive in the changing environment,is the common problem in the practice and academic areas.The study,from the perspective of "value creation",trys to explore the practical problem:how the advertising agencys to deal with the changing environment in the digital age through innovationing business model.The study decomposes this complex problem into four subproblems:Frist,what is the basic paradigm of the business model of the advertising agency in the digital age?Second,compared to the traditional era,which innovation is coming on the basic paradigm of business model in advertising agency of digital era?Third,what is the driving force behind the innovation of the dominant business model of advertising agency?Fourth,which is the feasibility path for the business model innovation of advertising agency from the traditional to the digital age?There are two research paths.:theoretical deduction and empirical research:On the one hand,with the theory of value as a tool,the study analysis the business model innovation of advertising agency through the theoretical interpretation.On the other hand,the case study of realistic material,including qualitative and quantitative research,help to sum up the industry in practice given the solution.In the research structure,the paper is divided into seven parts.The first chapter introduce the basical information:including the background,research question,key concepts of the research object,the basic problem content of the research,the design of the research program.In the chapter two,by introducing business model theory and business model innovation theory,the core concept of this research,business model and business model innovation,is unified.And through the study of the past scholars of the research paradigm,the theoretical deduction and case induction are choiced as the study of the two research methods path.The paper ranalyzes the theories of value in the development of economics and management,analyzes and combs the organizational structure of the value system.The chapter 3,"value innovation:the evolution of business model innovation of advertising agency".This chapter places the advertising agency into the social value system,and reviews the historical development process of the innovation of the business model in the industrial advertising agency.And on this basis,it discusses the value position of the advertising agency in the industrial social value system.It is pointed out that in the industrial social value system,the innovation of the business model of the advertising agency is based on the intrinsic value of the industrial society and characterise as value innovation;Chapter 4 "Technology-Value Paradigm":Determinants of Business Model Innovation.This chapter from the perspective of technological sociology.puts forward the idea of "technology-value paradigm"as the intrinsic value logic of the social value system,as well as dynamic business model innovation.And entrepreneurs are the evolutionary history promoter;The chapter 5,"the digital age "technology-value paradigm" under the advertising company business model basic paradigm and innovation path".This part also analyzes the possible paradigm of the business model of the advertising agency under the guidance of the internal logic of the "technology-value paradigm" in the digital age,the value creation mechanism and the competition mechanism of the ideal paradigm,and the the Feasibility Path of Innovative Reconstruction of Business Model to Digital Age Advertisement Company.In the sixth and seventh chapters of this study,the four questions are summarized from the case of rich practice cases in a multi-case study.Chapter 6:Value Reconstruction:An Empirical Study on the Innovation of Business Model of Digital Advertising Company Based on Multi-case.This chapter uses a comparative study of advertising agency business model between the traditional and the digital age,to answer the digital age advertising agency business model of the basic paradigm;The chapter 7:"A Study on the Innovation Path and Motive Mechanism of Commercial Model in Digital Age Based on Multi-case".In this chapter,through the vertical dissection of the case,compare the different process of advertising business model innovation between the new agency and the traditional incumbent,and put forward the digital era "technology-value paradigm"The general business model innovation path of advertisinga gency and the theoretical model of influencing factors.The chapter 8:"The conclusion and prospect",this chapter summarizes the basic research conclusions of this study,and proposed strategic advtices and policy formulation,And at the end of the study,the defects and future research prospects are proposed.The main conclusions of this study include:First,the basic characteristics of the innovation of the advertising business model are the innovation of value.The direction of its innovation is determined by the "technology-value paradigm" of the social value system to which the enterprise belongs.Under the "technology-value paradigm",the entrepreneurs plays the role of advertising company business model innovation internal promoters."Technology-value paradigm "is the complexity of the system:where technology and value needs(including the media,advertisers,consumers)is an external fundamental driving force;competitors and partners,especially the capital market is to promote the impact of advertising business model as the important external influencing factors of pattern change;The enterprise entrepreneu who owns entrepreneurial spirit,promote the agency business model change.According the business model innovation process of advertising agency,these driving factors,not a linear causal relationship,interact with each other.Second,from the traditional to the digital age,"technology-value paradigm" iteration determines the business model of advertising agency occurs value reconstruction.The ideal paradigm is the "big platform","small suppliers " or "big platform&small suppliers "modes that belong the marketing value network.In the "big advertising industry" in the context of the current stage of advertising business model innovation is to create a "big platform" or "small suppliers " business model,and a few strong enterprises is designed to create a "big platform&small suppliers "of the value of the network system.The basis for the business model of "big platform"," small suppliers " or "big platform&small suppliers " is based on the complementarity of scarce knowledge resources.Participants must construct or embed in a specific marketing value network system for obtaining network rent.The business model of "big platform&small suppliers " is a kind of management system of organization cooperation and value production which is matched with the professional division of labor in the digital age.It is actively constructed through the relationship to create value.The value modules in the model are embedded into these organizational forms through the formation of each other's stakeholders,through mutual coupling to achieve the creation of value,value transfer,value distribution and value consumption.Third,the digital age advertising company business model to achieve innovation.The value proposition of agency has undergone an innovative evolution:from providing advertisers with integrated marketing communications to the richer area——marketing services.With the data as the core resources and business areas appear more obvious expansion of the business models,the agency offers the marketing services for the superbrand and small innovators in the same time.In addition,through the business model innovation,advertising companies to provide the value of content to achieve a leap:fristly,transaction costs be decent through improving the transaction efficiency;Second,by creating the value of experience,the agency increase the sum of the value of goods.In addition,the value of the construction mode and value acquisition has also achieved innovation.From the perspective of value construction,data,information,knowledge,become the core resources in the agency,the traditional value chain evolving into the value network;from the perspective of value acquisition,the cost structure of the agency transfer from cost of capital to large data technology,and in the profit way to show a more flexible and diversified characteristics.Fourth,in the fransformation society,the basic paradigm of the advertising agnecy business model is a process from deconstruction to construction.The agency with different genes has a different path of innovation.From the point of view of the value system,the evolution of the value realization mechanism,the "technology-value paradigm" in the digital age brings the disintegration of the value chain model with constructing of the value network.From the point of view of the specific enterprise organization,there are significant differences in the path of innovation between the incumbants and the new entrants.The value orientation of the new entrants is new,directly entering the core area of the digital marketing value system.Its business model innovation is the path:design-construction-optimization.Different from the new entrants,there will be two options for imcubants:persist or innovation.The adoption of business model innovation is also different from the new entrants,the reputable enterprises generally choose the original commercial value proposition on the basis of the minimum risk cost as the goal,progressive migration to the digital marketing value system,using a detour path:Design-integration-optimization. |
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