本文選題：D廣告公司 + 數(shù)字化業(yè)務(wù)轉(zhuǎn)型�。� 參考：《上海外國語大學(xué)》2017年碩士論文

【摘要】：隨著全球經(jīng)濟,數(shù)字化、信息化及消費碎片化的不斷發(fā)展,企業(yè)正在進行經(jīng)營傳播理論及實踐的創(chuàng)新,廣告行業(yè)和廣告市場也呈現(xiàn)出新的狀態(tài)。廣告公司急需利用產(chǎn)業(yè)轉(zhuǎn)型帶來的機遇,在不斷學(xué)習(xí)的基礎(chǔ)上提高專業(yè)服務(wù)能力,而此服務(wù)能力需要符合市場環(huán)境。同時,廣告公司迫切需要進行商業(yè)模式的變革創(chuàng)新,這不僅是為了滿足外部競爭環(huán)境的需要,也是解決內(nèi)部管理的重要手段。這也是廣告公司突破廣告產(chǎn)業(yè)瓶頸,不斷提升及核心競爭優(yōu)勢及績效所必須采用的手段。D公司作為本文的案例研究對象,對其數(shù)字化業(yè)務(wù)轉(zhuǎn)型進行研究。在研究探討的過程當(dāng)中,本文試圖通過廣告學(xué)、營銷學(xué)、傳播學(xué)等有關(guān)理論運用,希望可以探究出廣告公司在數(shù)字化業(yè)務(wù)實踐中的一些規(guī)律,并在理論的基礎(chǔ)上,提出公司數(shù)字化轉(zhuǎn)型具體措施。同時,通過對D公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型研究,提出轉(zhuǎn)型的建議和策略,從而為D公司數(shù)字化業(yè)務(wù)的發(fā)展提供一定的參考。在研究本文的過程中,首先分析了公司內(nèi)外部環(huán)境。對公司外部宏觀環(huán)境的分析主要通過PEST分析法。運用波特五力模型,對公司行業(yè)環(huán)境進行了分析。根據(jù)分析結(jié)果,得到了公司外部環(huán)境機遇與威脅。在對公司內(nèi)部環(huán)境分析過程中,分別從公司內(nèi)部的資源與能力兩個角度進行了詳細的分析。根據(jù)分析結(jié)果,得到了公司內(nèi)部環(huán)境優(yōu)勢與不足;其次,根據(jù)對D公司內(nèi)外部環(huán)境分析結(jié)果,運用SWOT分析法,確定了公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型備選戰(zhàn)略。同時,根據(jù)D公司實際情況,確定了公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型具體戰(zhàn)略;再次,根據(jù)D公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型具體戰(zhàn)略,提出了D公司實施數(shù)字化業(yè)務(wù)轉(zhuǎn)型具體戰(zhàn)略措施。包括需要積極拓展數(shù)字營銷業(yè)務(wù)、提供個性化數(shù)字廣告服務(wù)、創(chuàng)新廣告服務(wù)流程、制定數(shù)字化人才的考察標準和培養(yǎng)機制、積極應(yīng)用大數(shù)據(jù)管理等;最后,得到了D公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型保障措施,即加強組織領(lǐng)導(dǎo)、加強客戶關(guān)系管理、完善企業(yè)文化、努力提升公司技術(shù)水平,來保障公司數(shù)字化業(yè)務(wù)轉(zhuǎn)型的順利實現(xiàn)。希望本文的研究可以為廣告企業(yè)數(shù)字化業(yè)務(wù)轉(zhuǎn)型提供一定的參考,推動整個行業(yè)健康發(fā)展。
[Abstract]:With the continuous development of global economy, digitization, informatization and consumption fragmentation, enterprises are innovating in the theory and practice of business communication, and the advertising industry and advertising market are also taking on a new state. Advertising companies urgently need to take advantage of the opportunities brought by the industrial transformation to improve their professional service capacity on the basis of continuous learning, which needs to be in line with the market environment. At the same time, advertising companies urgently need to reform and innovate the business model, which is not only to meet the needs of the external competitive environment, but also an important means to solve the internal management. This is also the advertising company break through the bottleneck of advertising industry, and the core competitive advantage and performance must be used as a case study of the digital business transformation. In the process of research and discussion, this paper tries to apply the theories of advertising, marketing, communication and so on, hoping to explore some laws of advertising companies in the practice of digital business, and on the basis of theory. Put forward the company digital transformation specific measures. At the same time, through the research of D company's digital business transformation, the paper puts forward some suggestions and strategies for D company's digital business transformation, thus providing a certain reference for D company's digital business development. In the process of studying this paper, firstly, the internal and external environment of the company is analyzed. Analysis of the external macro environment of the company mainly through PEST analysis. Using Porter's five-force model, the paper analyzes the industry environment of the company. According to the results of the analysis, the company's external environment opportunities and threats. In the process of analyzing the internal environment of the company, this paper analyzes the resource and ability of the company in detail. According to the analysis results, the advantages and disadvantages of the company's internal and external environment are obtained. Secondly, according to the analysis results of the internal and external environment of company D, the alternative strategy for the digital business transformation of the company is determined by using the SWOT analysis method. At the same time, according to the actual situation of company D, it determines the specific strategy of digital business transformation. Thirdly, according to the specific strategy of digital business transformation of company D, the paper puts forward the specific strategic measures to implement the transformation of digital business. Including the need to actively expand digital marketing business, provide personalized digital advertising services, innovate advertising service flow, develop standards and training mechanisms for digital talents, and actively apply big data management. In order to ensure the smooth realization of digital business transformation, D company digital business transformation security measures, that is, to strengthen organizational leadership, strengthen customer relationship management, improve corporate culture, strive to improve the company's technical level, to ensure the smooth realization of the company's digital business transformation. I hope this study can provide some reference for the digital business transformation of advertising enterprises and promote the healthy development of the whole industry.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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