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研究生： 張家豪
Chia-Hao Chang
論文名稱： 以主路徑分析方法探討廣告產業發展脈絡
Exploring the development of advertising industry by main path analysis
指導教授： 朱曉萍
Siao-Ping Ju
口試委員: 劉顯仲
詹德譯
陳曉郁
學位類別： 碩士
Master
系所名稱： 管理學院 - 科技管理研究所
Graduate Institute of Technology Management
論文出版年： 2020
畢業學年度： 108
語文別： 中文
論文頁數： 120
中文關鍵詞： 廣告產業 、廣告策略 、主路徑分析方法 、集群分析方法
外文關鍵詞： Advertising industry, Advertising strategy, Main path analysis, Clustering analysis
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    • 在過去數十年來，關於廣告投放的關鍵技術已經累積許多來自不同觀點的文獻討論，然而，因為科技的進步使得廣告的形式變化快速，目前在社會科學研究的管理領域中，鮮少研究討論整體廣告產業發展的脈絡、知識結構和其應用領域。因此，為了進一步討論近代廣告產業的發展方向，本研究以近十年廣告發展之相關文獻作為研究此領域的演變與發展分析，提供國內外學術研究人員與企業未來廣告產業可能發展的方向，以快速的掌握此領域之核心與趨勢，以及可能的廣告策略等。
    本研究自Web of Science文獻資料庫中以關鍵字搜索蒐集近十年之廣告產業發展相關資料，得到4,000餘筆文獻，接著透過人工檢閱的方式去除與廣告產業發展無關聯性之資料，得到2,632筆可用資料。本研究以主路徑分析方法了解廣告產業相關文獻研究之主要發展知識軌跡；集群分析方法了解主要五大子領域中的關鍵發展脈絡，並且為避免遺漏其他重要文獻，另探討了整體網絡中的中介角色以及子領域的多數中心性，以了解廣告產業可能會受到那些社會因素的影響，以及其知識擴散與傳遞的脈絡。
    研究結果發現，廣告產業發展相關文獻的關鍵路徑中可以按年份做了階段性主題的切割，分為兩大階段。階段一討論廣告目標技術的發展，可細分為針對性廣告概念的普及化以及關鍵字廣告的基礎研究，與搜尋引擎廣告的發展與整合；階段二的前期只有一條路徑，為關鍵字廣告的整合與應用，並且注重其策略成本與預算的探討，到了階段二後期再度進入數位廣告的新時代，討論了廣告產業與新技術的整合應用，同時消費者的隱私問題與廣告倫理再度被重視。而綜觀整個關鍵主路徑、集群網絡與集群關鍵路徑，可以發現廣告產業的發展確實可以反映一個地區經濟與科技發展的程度。從消費者資訊的重要性，到隱私權的重視，接著發展出了搜尋引擎行銷 (search engine marketing, SEM) 使廣告更有效益，隨著數位廣告時代的到來與智慧型裝置的普及，行動廣告漸漸成為廣告產業的主流，也發展出了融合SEM競價機制與即時性的程序化廣告(programmatic advertising, PA)，最後個性化廣告使得消費者的隱私權再度受到重視。本研究結果雖未及詳細說明發展過程的諸多衍生技術，但不可置否的是，廣告的技術應用與發展已經是各大企業與高度發展國家不可或缺的一部分。
    關鍵字：廣告產業、廣告策略、主路徑分析方法、集群分析方法

    In the past few decades, there have been many literature discussions on different aspects of key technologies for advertising. However, due to the advancement of technology, the form of advertising has changed rapidly. Currently, there is little research in the field of social science research management, which discuss the development of the advertising industry and its knowledge structure. Therefore, in order to further discuss the development direction of advertising industry, this study takes the literature of advertising industry in the past ten years as the research on the evolution and development of this field, and provides the possible development direction to future academic researchers and enterprises in the future.
    This research collected literature database for nearly ten years from the Web of Science by keyword searching, and more than 4,000 documents were obtained. Then, through manual review, information which are not related to overall advertising industry development were removed, and 2,632 available information were obtained. This study uses the main path analysis method to understand the main development knowledge trajectory of the literature research related to advertising strategy, also, by using the cluster analysis method to understand the key development in the four major sub-fields. To avoid the omission of other important documents, this study also discuss the overall network by intermediary roles, structural holes, and the centrality of sub- fields to understand that advertising strategies may be influenced by which social factors, as well as the context of advertising industry knowledge transmission.
    The research results show that the key path of the relevant literature of advertising industry can be cut into two phases according to the year. Phase 1 and the end of phase 2 can be divided into two parts, which means the overall main path has five stage. Phase 1 discusses the development of advertising target technology, which can be subdivided into the popularization of targeted advertising concepts and the basic research of keyword advertising, and the development and integration of search engine advertising ; Phase 2 has only one path in the beginning, which mentions the integration and application of keyword advertising, and also focus on its strategic cost and budget discussion; At the end of Phase 2 re-enters the new stage of digital advertising, which discusses the integration of advertising strategies and new technologies, while consumers' privacy issues and advertising ethics are once again valued.
    Keywords：Advertising industry, Advertising strategy, Main path analysis, Clustering analysis

    目錄 摘要 ................................................................................................................................... I ABSTRACT ................................................................................................................... III 目錄 ................................................................................................................................ VI 表目錄 .......................................................................................................................... VIII 圖目錄 ............................................................................................................................ IX 壹、緒論 .......................................................................................................................... 1 1.1 研究背景與動機 ............................................................................................... 1 1.2 研究問題 ........................................................................................................... 4 1.3 論文架構 ........................................................................................................... 5 貳、文獻回顧 .................................................................................................................. 7 2.1 廣告定義 ........................................................................................................... 7 2.2 廣告產業發展歷程 ......................................................................................... 12 2.3 引證網絡知識擴散與社會網絡角色 ............................................................. 17 參、研究方法 ................................................................................................................ 22 3.1 資料來源 ......................................................................................................... 22 3.2 資料蒐集 ......................................................................................................... 23 3.3 主路徑分析 ..................................................................................................... 25 3.4 集群分析 ......................................................................................................... 28 肆、研究結果 ................................................................................................................ 30 4.1 描述性統計 ..................................................................................................... 30 4.2 主路徑分析 ..................................................................................................... 34 4.3 集群分析 ......................................................................................................... 53 4.4 廣告產業知識學習與擴散 ............................................................................. 80 伍、結論與建議 ............................................................................................................ 91 5.1 廣告產業發展軌跡與未來趨勢 ..................................................................... 91 5.2 網絡五大子領域發展與應用 ......................................................................... 92 5.3 研究限制與建議 ............................................................................................. 94 參考文獻 ........................................................................................................................ 96 表目錄 表2.1 數位廣告種類 ............................................................................................... 15 表2.2 引文分析指標比較表 ................................................................................... 17 表3.1 檢索關鍵字 ................................................................................................... 24 表3.2 主路徑演算法比較表 ................................................................................... 26 表3.3 主路徑形成方法比較表 ............................................................................... 28 表4.1 歷年產出量與歷年累積產出量 ................................................................... 31 表4.2 文獻來源國家統計 ....................................................................................... 33 表4.3 關鍵延伸主路徑節點一覽表 (KEY-ROUTE 5) .............................................. 36 表4.4 集群一多數中心性前十名文獻 ................................................................... 59 表4.5 集群二多數中心性前十名文獻 ................................................................... 64 表4.6 集群三多數中心性前十名文獻 ................................................................... 72 表4.7 集群四多數中心性前十名文獻 ................................................................... 75 表4.8 集群五多數中心性前十名文獻 ................................................................... 79 表4.9 廣告產業文獻中心性與SPLC值排名 ....................................................... 83 表4.10 簡化後中介角色排名前十名 ..................................................................... 90 圖目錄 圖1.1 2012至2017年台灣廣告量趨勢變化 .......................................................... 2 圖1.2 2012至2017年台灣數位廣告量趨勢變化 .................................................. 3 圖1.2 論文架構圖 ..................................................................................................... 6 圖2.1 廣告策略企劃案分析 ................................................................................... 10 圖2.2 2019廣告產業關係圖 .................................................................................. 16 圖2.5 中介角色定意圖 ........................................................................................... 20 圖3.1 知識傳遞計算範例 ....................................................................................... 25 圖3.2 SPLC演算法計算範例 ................................................................................ 27 圖3.3 EDGE BETWEENNESS概念 .............................................................................. 29 圖4.1 文獻歷年成長累積長條圖 ........................................................................... 32 圖4.2 廣告產業關鍵路徑結果 (KEY-ROUTE 5) ...................................................... 35 圖4.3 廣告產業關鍵路徑結果（路徑1-1） ......................................................... 40 圖4.4 廣告產業關鍵路徑結果（路徑1-2） ......................................................... 43 圖4.5 廣告產業關鍵路徑結果（路徑2-1） ......................................................... 46 圖4.6 廣告產業關鍵路徑結果（路徑2-2） ......................................................... 50 圖4.7 廣告產業關鍵路徑結果（路徑2-3） ......................................................... 51 圖4.8 廣告產業關鍵路徑結果（集群一） ........................................................... 54 圖4.9 跨文化策略與消費者定位引證網絡關係概況 ........................................... 58 圖4.10 廣告產業關鍵路徑結果（集群二） ......................................................... 60 圖4.11 合作廣告引證網絡關係概況 ..................................................................... 63 圖4.12 廣告產業關鍵路徑結果(集群三) .............................................................. 65 圖4.13 行動廣告與個性化廣告引證網絡關係概況 ............................................. 71 圖4.14 廣告產業關鍵路徑結果（集群四） ......................................................... 73 圖4.15 廣告與企業價值引證網絡關係概況 ......................................................... 75 圖4.16 廣告產業關鍵路徑結果（集群五） ......................................................... 77 圖4.17 廣告產業文獻發展引證網絡關係概況 ..................................................... 78 圖4.18 簡化後廣告產業文獻引證網絡 ................................................................. 87 圖4.19 簡化後廣告產業網絡中介中心性 (BETWEENNESS CENTRALITY) 概況 .... 88

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