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. <<