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大数据技术深刻影响着这个时代的营销传播方式,数据获取、数据挖掘和数据整合成为新的竞争能力。基于迈克尔·波特的竞争环境视角可发现,大数据技术使广告代理行业陷入到恶劣的竞争环境中。与此同时,大数据时代受众的媒介使用习惯、消费决策方式以及呈现形态上的变革又为广告代理行业创造了转型机遇。通过在资本运作、人力资源和商业模式三方面采取转型措施,广告代理行业可转型成既拥有数据分析能力又懂得受众信息触点覆盖,更善于大规模群体互动的新型营销传播服务组织,从而获得充足的竞争优势。
Big data technology has a profound impact on marketing communication in this era. Data acquisition, data mining and data integration have become new competitive capabilities. Based on the competitive environment perspective of Michael Porter, it can be found that big data technology has brought the advertising agency industry into a harsh competition environment. At the same time, the media usage habits, consumer decision-making patterns and the emergence of morphological changes in the big data era have created opportunities for transformation in the advertising agency industry. Through the transformation of capital operation, human resources and business models, the advertising agency industry can be transformed into a new type of marketing communication service organization that has both data analysis capability and audience information coverage and is better able to interact with large-scale groups to obtain Adequate competitive advantage.