Research On Big Data Resource Allocation Of Traditional Advertising Companies

Big data has become an important force driving for the development of advertising industry.As an important production factor,big data resources participate in the advertising operation,subverte the advertising operation system,and promote the transformation and development of traditional advertising companies under the impact of big data and its technology.Using resource allocation theory as a theoretical perspective,through data envelopment analysis(DEA)to analysis of the allocation method and allocation efficiency of data resources in Guangdong Advertising Group,the main purpose is to further use of big data resources,optimizate resource allocation efficiency,and enterprise upgrading and transformate in Guangdong Advertising Group,by means of the advantages and disadvantages of Guangdong Advertising Group in the allocation of big data resources.At the same time,it has important demonstration and reference for other traditional advertising companies to use big data resources.Through the analysis of the way and efficiency of the big data resource allocation of Guangdong Advertising Group,it is found that Guangdong Advertising Group has formed a resource allocation method based on business-driven market allocation as the main body and government regulation as the supplementary.In terms of the efficiency of resource allocation,the overall efficiency of the Guangdong Advertising Group after 2017 is less than 1,which is in a state of invalid DEA.The pure technical efficiency in 2017 and 2019 was lower than 1,indicating that Guangdong Advertising Group has key problems such as unreasonable talent allocation structure,low professional quality of talents,and redundant capital investment in the related allocation of big data resources.Therefore,in the process of digital transformation by traditional advertising companies with the help of big data,they should focus on expanding the scale of business development,promoting the reconstruction of the advertising industry's industrial chain,and improving the scale effect;as well as establish a big data technology innovation and development mechanism to break technologies bottleneck;focus on the training and re-education of professional talents,and optimize the structure of talent allocation.At the macro level,the efficiency of big data resource allocation of traditional advertising companies also depends on the government's optimization and support of the big data resource supply and demand environment,establishing and improving laws and regulations on the flow of big data resources,promoting the openness of government data,and giving full play to the government's macro-control functions.