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自广告产业形成以来一直在发生着变革,尤其是近几年变化成为广告产业的常态。面对这种整体的变革,静态的截面分析无法解释当下的现象。演化经济学主张采用演化和过程分析来解释社会现象并以个体群为分析单元,能够为广告产业的变革和发展提供新的理论解释框架。以此来构建广告产业演化的分析框架,主要包括广告产业的选择机制、广告产业自组织适应机制与广告产业组织(广告公司)的创新演化机制三个构成部分。
Changes have taken place since the ad industry was formed, and in recent years it has become the norm in the advertising industry. Faced with this overall change, static cross-sectional analysis can not explain the current phenomenon. Evolutionary economics advocates the use of evolution and process analysis to explain social phenomena and take individual groups as the unit of analysis, which can provide a new theoretical explanation framework for the reform and development of the advertising industry. In order to build the analysis framework of the evolution of the advertising industry, including the selection mechanism of the advertising industry, self-organization of the advertising industry adaptation mechanism and the advertising industry organization (advertising company) innovation and evolution mechanism of the three components.