D广告公司数字化业务转型研究

发布时间：2018-05-31 12:10

本文选题：D广告公司 + 数字化业务转型　；参考：《上海外国语大学》2017年硕士论文

【摘要】：随着全球经济,数字化、信息化及消费碎片化的不断发展,企业正在进行经营传播理论及实践的创新,广告行业和广告市场也呈现出新的状态。广告公司急需利用产业转型带来的机遇,在不断学习的基础上提高专业服务能力,而此服务能力需要符合市场环境。同时,广告公司迫切需要进行商业模式的变革创新,这不仅是为了满足外部竞争环境的需要,也是解决内部管理的重要手段。这也是广告公司突破广告产业瓶颈,不断提升及核心竞争优势及绩效所必须采用的手段。D公司作为本文的案例研究对象,对其数字化业务转型进行研究。在研究探讨的过程当中,本文试图通过广告学、营销学、传播学等有关理论运用,希望可以探究出广告公司在数字化业务实践中的一些规律,并在理论的基础上,提出公司数字化转型具体措施。同时,通过对D公司数字化业务转型研究,提出转型的建议和策略,从而为D公司数字化业务的发展提供一定的参考。在研究本文的过程中,首先分析了公司内外部环境。对公司外部宏观环境的分析主要通过PEST分析法。运用波特五力模型,对公司行业环境进行了分析。根据分析结果,得到了公司外部环境机遇与威胁。在对公司内部环境分析过程中,分别从公司内部的资源与能力两个角度进行了详细的分析。根据分析结果,得到了公司内部环境优势与不足;其次,根据对D公司内外部环境分析结果,运用SWOT分析法,确定了公司数字化业务转型备选战略。同时,根据D公司实际情况,确定了公司数字化业务转型具体战略;再次,根据D公司数字化业务转型具体战略,提出了D公司实施数字化业务转型具体战略措施。包括需要积极拓展数字营销业务、提供个性化数字广告服务、创新广告服务流程、制定数字化人才的考察标准和培养机制、积极应用大数据管理等;最后,得到了D公司数字化业务转型保障措施,即加强组织领导、加强客户关系管理、完善企业文化、努力提升公司技术水平,来保障公司数字化业务转型的顺利实现。希望本文的研究可以为广告企业数字化业务转型提供一定的参考,推动整个行业健康发展。
[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.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

【参考文献】