摘要
随着人工智能技术的赋能,中国广告产业正值加速转型期。研究者使用PSR理论模型,分析了人工智能技术背景下广告产业的智能化转型。中国广告产业向智能化转型面临技术驱动、媒介升级、需求转变的压力因素,正处于价值链长尾发展、服务同质化严重、安全漏洞有待改善和创新型人力资源短缺的状态。中国广告产业智能化转型应该在技术优化、数据优化、生态优化、治理优化等层面采取相应对策。
With the empowerment of artificial intelligence technology,China’s advertising industry is in a period of accelerated transformation.Researchers use PSR theory model to analyze the intelligent transformation of advertising industry under the background of artificial intelligence technology.The transformation of China’s advertising industry to intelligence is faced with the pressure factors of technology driving,media upgrading and demand transformation.It is in a state of long-tail development of the value chain,serious homogenization of services,security loopholes to be improved and shortage of innovative human resources.The intelligent transformation of China’s advertising industry should take corresponding countermeasures in the aspects of technology optimization,data optimization,ecological optimization and governance optimization.
作者
姜智彬
郭钦颖
Jiang Zhibin;Guo Qinying(Shanghai International Study University,Shanghai,200000)
出处
《现代广告》
2020年第20期29-35,63,共8页
Modern Advertising
基金
2018年度国家社科基金一般项目“人工智能重构下的广告运作流程研究”(项目编号:18BXW105)的阶段性研究成果。
关键词
广告产业
智能化转型
PSR模型
advertising industry
intelligent transformation
PSR model
