English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109874/140825 (78%)
Visitors : 45938699      Online Users : 257
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124373

    Title: 廣告業因應數位革命之轉型
    Transitions in the Advertising Industry Facing the Digital Revolution
    Authors: 林君憶
    Contributors: 2019智慧企業資訊應用發展國際研討會
    Keywords: 品牌識別;顧客體驗;體驗-品牌矩陣
    branding identity;customer experience;experience – branding matrix model
    Date: 2019-06
    Issue Date: 2019-07-17 15:15:36 (UTC+8)
    Abstract: 在數位化時代,智慧手機的採用率已經超過50%。每個人每天用手機上網的平均時間是170分鐘。人們把所有的碎片化時間都花在他們的智慧手機上。另一方面,感知服務和移動定位服務(LBS),正在透過過人工智慧和大數據技術來增強個人化和情境化的體驗。具有數位技術技能的新技術行業,現在正在使用長尾理論來競爭廣告行業。就像改變書店和零售業的亞馬遜一樣,這些由技術驅動的新公司肯定會入侵主流廣告市場。這些變化正在改變現有的廣告生態系統。廣告業的轉型必然會發生。
    In the age of digitalization, the adoption rate of smart phone has been over 50%. The average time of surfing the web with phones for each person per day is 170 minutes. People spend all of their spare time on their smart phones. On the other hand, the context-aware services and location-based services are enhancing personalization and contextualization through artificial intelligence and big data technologies. The new technology industries, with the digital technology skills, are now using the Long Tail to contend the industry of advertising. Just as the Amazon which changed the book-store and retailing industry, these new technology-driven firms will definitely invade the mainstream advertising marketplace. These changes are changing the existing advertising ecosystem. The transition in the advertising industry is bound to happen.
    Relation: 2019智慧企業資訊應用發展國際研討會
    Data Type: conference
    Appears in Collections:[2019智慧企業資訊應用發展國際研討會] 會議論文

    Files in This Item:

    File Description SizeFormat
    53.pdf134KbAdobe PDF2186View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    著作權政策宣告 Copyright Announcement
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback