綜合廣告代理商價值創新：從數位轉型觀點

Abstract

隨著數位世界的飛速發展，數位平台興起與個人行動裝置普及，智能科技被廣泛應用於各種領域，數位化社會改變了人們的生活行為，各式各樣的商業模式藉由跨界創新崛起，數位平台正從深層次的在改變廣告行業，無論是社會型態的轉變、商業規則的創新、企業主體的轉型需求，更直接帶動了廣告行業的數位轉型之路。本論文研究基於設計思考理論模型，結合以大數據為依歸，以價值創新為出發點，以連結受眾為目的之數位思維，研究發展出一套全新且適合綜合廣告代理商應用之「數位轉型思維流程」方法論。本研究通過這套全新的理論模型，採取質性研究以半結構式的訪談法，為綜合廣告代理商產業進行數位轉型的檢驗、調查，以及真實資料的收集與分析後發現：綜合廣告代理商缺乏具數位思維的方法論以協助他們，通過價值創新對其進行核心競爭力的轉型與商業模式的創新，從而扭轉被市場邊緣化的局面。研究者通過文獻回顧與訪談的資料分析，總結綜合廣告代理商如何連結受眾？如何價值創新？如何妥善運用技術改善作業流程與效率，以及商業模式創新？等三個問題的研究結論：首先，綜合廣告代理商需以「技術+數據+創意」為核心競爭力，解決生活者未被滿足的需求問題，進行在線的服務化轉型，實現連結受眾的目的。其次，重新思考和設計「服務」的核心價值，通過創新打破競爭規則，開創新的市場機會，以價值創新作為數位轉型的出發點。再者，綜合廣告代理商必須考慮技術替代的可能性和工作流程的變化，需不斷追隨技術和環境的變化，有意識的應用各種技術進行企業流程轉型、組織和文化轉型、商業模式創新。總而言之，必須做到以下重點：數位生活空間的服務化轉型、創意能力轉型與人才更新換代、技術的更新替代與應用、行銷創意與商業模式創新。在這個快速變遷極具挑戰性的數位化市場中，綜合廣告代理商想要轉型成功不是專心滿足「客戶需求」，而是專注於「解決問題」，創造被渴望的服務。然而這一切都必須先從掌握解決問題的「方法論」開始。With the rapid development of the digital world, the rise of digital platforms and the popularization of personal mobile devices, smart technology is widely used in various fields. The digital society has changed people's life behaviors. Various business models have emerged through cross-border innovation. Digital platforms are changing the advertising industry from a deep level, whether it is changes in social patterns, innovations in business rules, or enterprises. The transformation needs of entities have directly driven the digital transformation of the advertising industry.

This thesis research is based on the design thinking theoretical model, combined with big data as the foundation, starts from valueinnovation, and aims to connect audiences with digital thinking, developing a new and suitable “digital transformation thinking process” methodology for integrated advertising agencies. Through this new theoretical model, the research adopts qualitative research using semi-structured interviews to examine, investigate, and analyze the digital transformation of the integrated advertising agency industry. The findings reveal that integrated advertising agencies lack a methodology with digital thinking to help them transform their core competitiveness and innovate business models through value innovation, thereby reversing their marginalized position in the market.Through literature review and interview data analysis, the researcher summarizes how integrated advertising agencies connect with audiences? How to vale innovation? How to properly use technology to improve operational processes and efficiency, and innovate business models? Research conclusions on three issues: First, integrated advertising agencies need to use “technology + data + creativity” as their core competitiveness to solve the problem of unmet needs of audience, carry out online service-oriented, and achieve the purpose of connecting with the audience. Secondly, rethink and design the core value of “service”, break competition rules through innovation, open up new market opportunities, and use value innovation as the starting point of digital transformation. Thirdly, integrated advertising agencies must consider the possibility of technological substitution and changes in work processes, constantly follow changes in technology and the environment, and consciously apply various technologies to transform corporate processes, organizational and cultural transformation, and business model innovation. All in all, the following key points must be achieved: service-oriented transformation of digital living space, transformation of creative capabilities and replacement of talents, replacement and application of technology, marketing creativity and business model innovation.In this rapidly changing and extremely challenging digital market, integrated advertising agencies that want to transform successfully do not focus on meeting “customer needs”, but focus on “solving problems” and creating services that are desired. However, all this must start with mastering the “methodology” to solve the problem.