本文關(guān)鍵詞： 數(shù)字技術(shù) 廣告演進(jìn) 信息流與物流平臺廣告 搜索引擎 大數(shù)據(jù)　出處：《武漢大學(xué)》2014年博士論文　論文類型：學(xué)位論文

【摘要】：技術(shù)創(chuàng)新是社會發(fā)展的主要動力之一,當(dāng)數(shù)字技術(shù)不斷進(jìn)步,數(shù)字媒介也必然會隨之發(fā)生一系列變化,本文按照數(shù)字技術(shù)——數(shù)字媒介——數(shù)字廣告的思路進(jìn)行論述。首先把數(shù)字技術(shù)背景下數(shù)字媒介的發(fā)展變遷作為研究廣告發(fā)展演進(jìn)的前提,闡述了技術(shù)、社會與媒介之間的相互關(guān)系,指出技術(shù)對社會和媒介的驅(qū)動作用,然后按照數(shù)字技術(shù)發(fā)展的軌跡,將數(shù)字媒介發(fā)展概括為Web1.0、Web2.0和從搜索引擎到數(shù)據(jù)挖掘。認(rèn)為在Web1.0時(shí)代,基于海量信息儲存與海量信息傳輸,以及互聯(lián)網(wǎng)的超鏈接技術(shù),數(shù)字媒介將突破傳統(tǒng)媒介信息容量的限制與媒介使用的限制。由于信息渠道的多元與信息的無限豐富,以及互聯(lián)網(wǎng)的信息搜尋技術(shù),極大降低了受眾的信息搜尋成本,從而也極大地削減了傳統(tǒng)媒體傳播中的信息不對稱。在Web2.0時(shí)代,由于信息傳播的交互性,以及信息傳播的受眾參與,使受眾經(jīng)驗(yàn)的即時(shí)分享成為可能,使傳者與受眾的多重互動成為可能。隨著搜索引擎的廣泛應(yīng)用和數(shù)據(jù)挖掘與分析技術(shù)的不斷成熟,而互聯(lián)網(wǎng)龐大的信息數(shù)據(jù)庫及其強(qiáng)大的后臺分析技術(shù),使互聯(lián)網(wǎng)信息的精準(zhǔn)傳播、精準(zhǔn)匹配成為可能。這些變化使數(shù)字廣告?zhèn)鞑ツＪ降闹貥?gòu)成為可能。 在數(shù)字技術(shù)的驅(qū)動下,廣告也隨之不斷地發(fā)展變化。其形態(tài)演進(jìn)遵循達(dá)爾文進(jìn)化理論的遺傳、變異、蛻變的法則和邏輯路線；其觀念演進(jìn)需要對廣告生存形態(tài)和廣告功能進(jìn)行從新認(rèn)知,即廣告生存形態(tài)的“泛形態(tài)化”和“資訊化”,廣告完全信息告知功能的高層次回歸；其產(chǎn)業(yè)則呈現(xiàn)平臺化和整合化趨勢。 廣告?zhèn)鞑グl(fā)展演進(jìn)的過程中,在互聯(lián)網(wǎng)信息多元化平臺上,由于數(shù)字壓縮技術(shù)、超鏈接技術(shù)的驅(qū)動,使媒介突破時(shí)空、傳播容量的限制,克服了傳統(tǒng)廣告單向直線式傳播的缺陷；也使廣告形態(tài)呈多樣化展現(xiàn),演繹了廣告形態(tài)從遺傳到變異,再到蛻變的過程。而物流平臺上由于信息流、物流的整合,印證了廣告平臺化整合的趨勢,使?fàn)I銷與傳播整合的理想狀態(tài)得以實(shí)現(xiàn)。搜索引擎技術(shù)在帶來廣告盈利模式和運(yùn)作模式的改變的同時(shí),隨著搜索引擎作為互聯(lián)網(wǎng)入口的作用的不斷擴(kuò)大,打破了門戶網(wǎng)站的中心地位,吸引了大量的網(wǎng)民瀏覽,為專業(yè)化數(shù)據(jù)庫的構(gòu)建奠定了堅(jiān)實(shí)的基礎(chǔ),使廣告的精準(zhǔn)匹配得以實(shí)現(xiàn),極大地提高了廣告?zhèn)鞑サ男Ч�。大�?shù)據(jù)時(shí)代的到來,更是顛覆了人們的商業(yè)思維習(xí)慣,構(gòu)建了以數(shù)據(jù)為核心資產(chǎn)的大數(shù)據(jù)產(chǎn)業(yè)。也給廣告的發(fā)展帶來了革命性的變革,顛覆了傳統(tǒng)的廣告管理和運(yùn)作模式,建立了以全樣本市場調(diào)查為基礎(chǔ)的廣告決策模式,使科學(xué)的營銷傳播決策成為可能。同時(shí)帶來廣告業(yè)態(tài)的全新變革,如存儲和出售數(shù)據(jù)產(chǎn)品的公司的建立,以數(shù)據(jù)挖掘與分析為基礎(chǔ)的咨詢服務(wù)公司的出現(xiàn),幫助企業(yè)進(jìn)行品牌提升并提供解決方案的機(jī)構(gòu),等等。 廣告?zhèn)鞑グl(fā)展演進(jìn)的過程,充分說明了技術(shù)是當(dāng)今社會經(jīng)濟(jì)發(fā)展的決定性因素,數(shù)字技術(shù)是數(shù)字廣告發(fā)展演進(jìn)的根本動力。
[Abstract]:Technology innovation is one of the main motive force of social development, when the digital technology continues to progress, digital media also will produce a series of changes, this paper deals with digital technology -- digital media, digital advertising ideas. Firstly the development background of digital media in digital technology is the premise of advertising development evolution, describes the technology and the relationship between the society and the media, pointed out that the driving effect of technology on social media, and then follow the track of the development of digital technology, digital media development will be summarized as Web1.0, Web2.0 and data mining from the search engine to the data. It is considered that in the Web1.0 era, massive information storage and information transmission based on hyperlink technology and the Internet digital media, traditional media and media will break through the limit of the information capacity. Because of restrictions on the use of multiple channels of information and information without The rich, and the Internet information search technology, which greatly reduces the cost of searching information for the audience, thus greatly reduce the information asymmetry of traditional media. In the Web2.0 era, due to the spread of information interaction, information dissemination and audience participation, so that the audience experience sharing possible, make multiple interactive transmission with the audience possible. With the wide application of search engine and data mining and analysis of the maturity of the technology and the Internet, a large database of information and strong background analysis technology, the accurate dissemination of information on the Internet, accurate matching is possible. These changes make the reconstruction of digital model of advertising communication possible.
In the drive of digital technology, advertising also will continue to develop and change. The evolution of genetic variation, following Darwin's theory of evolution, the transformation rule and the logical route; the concept of evolution to advertising forms and advertising function from the new cognition, namely advertising existence form of "Pan form" and "information" high level ad complete information notification function regression; its industry is showing platform and integration trend.
The process of advertising communication development, diversification in Internet information platform, the digital compression technology, driven hyperlink technology, the media dissemination of break time and space, capacity constraints, and overcomes the defect of the traditional advertising communication line one-way; also make advertising form diversified show, interpretation of advertising forms from genetic mutations. To the transformation process. And the logistics platform due to the flow of information, logistics integration, confirms the advertising platform integration trend, the ideal state of marketing and communication integration can be achieved. The search engine technology in advertising profit model and operation mode change at the same time, along with the Internet search engines as the role of the entrance continue to expand, breaking the center position of the portal site, attracting a large number of Internet users, and lay a solid foundation for the construction of professional database, make the advertisement precise Matching can be achieved, greatly improves the effect of advertising communication. The big data era, is to subvert the people's business thinking habits, build the big data industry data as the core assets. But also to the development of advertising has brought a revolutionary change, the subversion of the advertising management and the traditional mode of operation, set up advertising decision mode to the full sample market survey as the foundation, make marketing decision science possible. At the same time bring new changes in advertising formats, such as the establishment of storage and sales data products company, in data mining and analysis based Consultation Service Co, help enterprises to enhance the brand and provide solutions for organizations, and so on.
The evolution of advertising communication shows that technology is the decisive factor in the development of social economy. Digital technology is the fundamental driving force for the development and evolution of digital advertising.

【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F713.8

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