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CommonID:DIR_70929995,ID:11826308,SiteID:14,Type:formerAidText,Code:null,ParentId:0,InnerCode:648057,name:文前辅文,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:11826266,AbstractCH:null,AbstractEN:null,KeyWords:null,EKeyWords:null,SubjectWords:null,LiteratureId:11826305,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:null,XmlID:null,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:34.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:0,DownCount:0,AuthorInfos:null,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:文前辅文,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:文前辅文,_RowNo:1

CommonID:DIR_70929996,ID:11826316,SiteID:14,Type:formerAidText,Code:null,ParentId:0,InnerCode:648058,name:序 真诚与获取,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:11826266,AbstractCH:null,AbstractEN:null,KeyWords:null,EKeyWords:null,SubjectWords:null,LiteratureId:11826312,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:null,XmlID:null,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:34.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:0,DownCount:0,AuthorInfos:null,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:真诚与获取,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:真诚与获取,_RowNo:2

CommonID:DIR_70929997,ID:11826336,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648059,name:第一章 绪论,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

在传播领域内，数字传播技术不仅带来媒介形态的融合和变迁，也改变了人类社会的传播和营销生态环境。作为广告产业中的价值创造主体广告公司，无论是携带新技术、新资源的新进入者，还是在广告市场上已经获取一席之地的在位者，都必须在新的大产业价值逻辑中寻找到自己的价值定位，构建新的价值逻辑。本文将阐述本书的研究缘起，在对过往研究评述的基础上界定本书的研究问题以及意义，并详细阐释研究的具体内容与研究结构、使用的研究方法与研究路线。

,AbstractEN:In the field of communication, digital communication technology not only brings about the fusion and change of media forms, but also changes the communication and marketing ecological environment of human society. As the value creation subject in the advertising industry, advertising companies, whether they are new entrants with new technologies and new resources, or incumbents who have gained a place in the advertising market, must find their own value positioning in the new big industry value logic and build a new value logic. This article will explain the origin of this book's research, define the research issues and significance of this book based on a review of past research, and explain in detail the specific content and structure of the research, the research methods used and the research route.,KeyWords:24660,78927,29848,116765,EKeyWords:27461,30275,37343,116766,SubjectWords:,LiteratureId:11826324,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:34.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:11826341,DownCount:11,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:数字时代广告公司商业模式创新研究,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:数字时代广告公司商业模式创新研究,_RowNo:3

CommonID:DIR_70930043,ID:11826366,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648060,name:第二章 管理学与经济学视野下的价值理论,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

在社会学领域，价值理论的历史悠久，理论体系庞大而复杂，所涉及的学科范畴也十分广泛。本文中所讨论的商业模式创新的问题是在经济学和管理学的理论范畴内的现象和概念体系。因此，在研究中将“价值”的分析置于经济学与管理学的体系下。“价值”始终是经济学与管理学中的核心问题之一，但经济学更关注的是“价值”的本质或“价值”源泉。“价值”始终是经济学与管理学中的核心问题之一，但经济学更关注的是“价值”的本质或“价值”源泉。

,AbstractEN:In the field of sociology, value theory has a long history, the theoretical system is huge and complex, and the disciplines involved are also very wide. The problem of business model innovation discussed in this article is the phenomenon and conceptual system within the theoretical category of economics and management. Therefore, in the research, the analysis of "value" is placed under the system of economics and management. "Value" has always been one of the core issues in economics and management, but economics is more concerned with the nature of "value" or the source of "value". "Value" has always been one of the core issues in economics and management, but economics is more concerned with the nature of "value" or the source of "value".,KeyWords:99909,113932,550160,25776,EKeyWords:102325,104080,454072,27212,SubjectWords:,LiteratureId:11826359,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:34.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:15,ShowType:putong,LogoID:0,PdfID:11826370,DownCount:13,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:管理学与经济学视野下的价值理论,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:管理学与经济学视野下的价值理论,_RowNo:4

CommonID:DIR_70930064,ID:11826399,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648061,name:第三章 价值创新：广告公司商业模式创新的演进规律,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

本文将在社会价值系统的视角下，回顾工业社会广告公司商业模式的历史发展过程，在此基础上，探讨广告公司在工业社会中的价值定位以及商业模式的演进规律，并提出在工业社会价值系统下，广告公司商业模式创新是基于工业社会内在价值逻辑自我完善和自我发展主导下的价值创新。

,AbstractEN:This article will review the historical development of the business model of the industrial social advertising company from the perspective of the social value system. Based on this, the value positioning of the advertising company in the industrial society and the evolution law of the business model will be discussed. Under the system, advertising company business model innovation is value innovation based on the self-improvement and self-development of the intrinsic value logic of the industrial society.,KeyWords:29848,24660,52393,21873,EKeyWords:37343,27461,49999,461028,SubjectWords:,LiteratureId:11826389,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:11826401,DownCount:10,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:价值创新：广告公司商业模式创新的演进规律,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:价值创新：广告公司商业模式创新的演进规律,_RowNo:5

CommonID:DIR_70930081,ID:11826429,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648062,name:第四章 “技术-价值”范式：广告公司商业模式创新的决定性因素,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

本文以价值理论为工具，从技术社会学视角提出社会价值系统的内在价值逻辑——“技术-价值”范式这一构念。作为社会价值系统中的子系统，从广泛的产业层面来看，企业静态的商业模式以及动态的商业模式创新，都是由社会价值系统的“技术-价值”范式所决定和主导的，而企业家则是推动这一创新演变的历史推动者。

,AbstractEN:This paper uses value theory as a tool, and puts forward the internal value logic of the social value system from the perspective of technical sociology-the concept of "technology-value" paradigm. As a subsystem in the social value system, from a broad industrial perspective, the static business model and dynamic business model innovation of an enterprise are determined and dominated by the "technology-value" paradigm of the social value system. Entrepreneurs are historical promoters of this evolution.,KeyWords:24660,550163,376298,EKeyWords:27461,550164,550165,SubjectWords:,LiteratureId:11826420,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:17,ShowType:putong,LogoID:0,PdfID:11826434,DownCount:10,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:“技术-价值”范式：广告公司商业模式创新的决定性因素,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:“技术-价值”范式：广告公司商业模式创新的决定性因素,_RowNo:6

CommonID:DIR_70930098,ID:11826453,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648063,name:第五章 数字时代“技术-价值”范式下的广告公司商业模式基本范式及创新路径,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

根据社会价值系统“技术-价值”范式演进的非连续性发展规律，数字社会价值系统取代工业社会价值系统的过程中，“技术-价值”范式迭代发展，必然带来社会范围内的价值逻辑的重构，从广告公司的微观视角则表现在商业模式的价值重构。本章通过阐述数字时代“技术-价值”范式的内在逻辑，分析其主导下的广告公司商业模式的可能范式，解析其理想范式的价值创造机制、竞争机制，并进一步分析从传统的广告公司商业模式向数字时代广告公司商业模式创新重构的可行性路径。

,AbstractEN:According to the discontinuous development law of the "technology-value" paradigm of the social value system, in the process of replacing the industrial social value system by the digital social value system, the iterative development of the "technology-value" paradigm will inevitably lead to the reconstruction of value logic within the social scope, and from the micro perspective of the advertising company, it is reflected in the value reconstruction of the business model. This article explains the internal logic of the "technology-value" paradigm in the digital age, analyzes the possible paradigms of the advertising company's business model under its leadership, and analyzes the value creation mechanism and competition mechanism of its ideal paradigm. And further analyze the feasibility path from the traditional advertising company business model to the digital era advertising company business model innovation and reconstruction.,KeyWords:116765,113932,24660,129363,EKeyWords:116766,104080,27461,129366,SubjectWords:,LiteratureId:11826447,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:18,ShowType:putong,LogoID:0,PdfID:11826458,DownCount:10,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:数字时代“技术-价值”范式下的广告公司商业模式基本范式及创新路径,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:数字时代“技术-价值”范式下的广告公司商业模式基本范式及创新路径,_RowNo:7

CommonID:DIR_70930114,ID:11826494,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648064,name:第六章 数字时代广告公司商业模式创新实证研究：基本范式的价值重构,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

广告公司今天所面对的社会价值系统正处于传统向数字交替的过程中，其环境的复杂性远远超过了我们的理论分析框架。本文的目的在于从具体实践中探究数字环境下的广告公司商业模式的创新演变的特征。通过结合多案例分析，本文从广告公司商业模式创新实践中总结归纳数字时代广公司商业模式创新的基本范式，并通过比较传统广告公司商业模式，确定其创新的维度以及内容。同时，本文采用一种对比研究的方式，通过对传统广告公司商业模式与数字时代商业模式的比较，去回答数字时代广告公司是否产生了商业模式的创新，以及创新内容。

,AbstractEN:The social value system that advertising companies are facing today is in the process of alternating from traditional to digital, and the complexity of its environment far exceeds our theoretical analysis framework. The purpose of this article is to explore the characteristics of the innovative evolution of the advertising company's business model in the digital environment from specific practices. By combining multiple case analysis, this article summarizes the basic paradigm of business model innovation in the digital era from the advertising company's business model innovation practice, and determines the innovation dimension and content by comparing the traditional advertising company business model. At the same time, this article adopts a comparative research method to compare the traditional advertising company's business model with the digital age business model to answer whether the digital age advertising company has created business model innovation and innovation content.,KeyWords:116765,29848,24603,EKeyWords:116766,37343,26531,SubjectWords:,LiteratureId:11826479,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:15,ShowType:putong,LogoID:0,PdfID:11826496,DownCount:11,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:数字时代广告公司商业模式创新实证研究：基本范式的价值重构,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:数字时代广告公司商业模式创新实证研究：基本范式的价值重构,_RowNo:8

CommonID:DIR_70930129,ID:11826537,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648065,name:第七章 新进入者与在位者的殊途同归,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

数字时代广告公司商业模式创新是一个动态的过程，为了更好地洞察创新过程，本文采用基于时间轴的纵向研究视角，通过解剖具体的鲜活案例，呈现数字时代商业模式创新的具体过程，探求商业模式创新进程的相关因素。旨在通过案例研究深入呈现出数字社会“技术-价值”范式与企业主体的选择性互动过程，同时寻找“技术-价值”范式下推动商业模式创新的诸因素。通过案例与理论进行分析、对照和比较，验证、补充、修正理论。

,AbstractEN:The business model innovation of advertising companies in the digital era is a dynamic process. In order to better understand the innovation process, this article uses a longitudinal research perspective based on the time axis to analyze the specific fresh cases and present the specific process of business model innovation in the digital era. Factors related to the business model innovation process. The purpose is to show in depth the selective interaction process between the "technology-value" paradigm of the digital society and the corporate subject through case studies, while looking for the factors that promote business model innovation under the "technology-value" paradigm. Analysis, comparison and comparison of cases and theories to verify, supplement and modify theories.,KeyWords:29848,129363,24660,550166,550167,EKeyWords:37343,129366,27461,550168,550169,SubjectWords:,LiteratureId:11826520,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:12,ShowType:putong,LogoID:0,PdfID:11826540,DownCount:9,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:广告公司商业模式创新新进入者与在位者的殊途同归,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告公司商业模式创新新进入者与在位者的殊途同归,_RowNo:9

CommonID:DIR_70930150,ID:11826569,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648066,name:第八章 结论与展望,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11826266,AbstractCH:

通过对理论演绎和案例研究的归纳，本书对数字时代广告公司商业模式的典型范式、创新的内容、创新路径、创新动力进行了比较系统的分析研究。本文将阐释本研究的主要研究结论、理论启示，并在此基础上对微观层面的广告公司未来商业模式创新提出策略性建议，对中观层面和宏观层面上的政策导向提供建设性的思考，最后提出本文的不足之处和未来相关领域的研究方向。

,AbstractEN:Through the induction of theoretical deductions and case studies, this book conducts a comparatively systematic analysis and research on the typical paradigm, innovative content, innovative paths, and innovative power of the advertising company's business model in the digital era. This article will explain the main research conclusions and theoretical implications of this research, and based on this, put forward strategic suggestions for the future business model innovation of advertising companies at the micro level, and provide constructive thinking on policy orientation at the meso level and the macro level. Finally, the shortcomings of this article and the future research directions in related fields are put forward.,KeyWords:116765,24660,29848,34558,EKeyWords:116766,27461,37343,37130,SubjectWords:,LiteratureId:11826557,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190802X20185259001_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:49:35.0,ModifyUser:Admin,ModifyTime:2022-01-05 16:10:08.0,HitCount:10,ShowType:putong,LogoID:0,PdfID:11826572,DownCount:9,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:数字时代广告公司商业模式创新研究结论与展望,ISBN:978-7-5201-5023-1,BookTitle:价值重构：数字时代广告公司商业模式创新研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:数字时代广告公司商业模式创新研究结论与展望,_RowNo:10

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