Research On Knowledge Management Of Advertising Industry Based On Business Process

There is a close connection between knowledge management and knowledge-intensive companies.As for many modern corporations,the ratio of capital and knowledge which are used to create economic values has been totally changed: knowledge can be used to create high value products and services,while the need for capital is relatively reduced.Knowledge capital has already paid a very important role to knowledge-intensive corporations.Companies in advertising industry are representative ones within knowledge-intensive companies.Knowledge has very special meaning for them:Knowledge is the core product for advertising industry,and knowledge management itself is the production process of those companies.In short,knowledge is the fundamental essence and the source of service and profit for the company.So far,even though the related technology and theory of knowledge management have been deeply researched and known,and advertising industry has already penetrated into many fields,like politics,economy,and life,documents about the research between knowledge management and advertising industry are little,what's more,researches form process perspective are even less.Therefore,this paper pays attention to advertising industry.Based on theories of knowledge and knowledge management,business process and knowledge management,relations among knowledge management,knowledge process and business process,and the basic methods,technology and tools about knowledge management,I bring forward the theoretical basis of this paper.Based on the characteristics and core competency of advertising companies,the author believes that the effective way to implement knowledge management in advertising companies is form their process;through the reflection between business process and knowledge process,advertising companies can improve their business process,and they can make personal knowledge and tacit knowledge turn into companies' team knowledge, explicit knowledge and creative knowledge rapidly,timely and without some extra work time.Based on all of those things,the author brings forward the knowledge management implementation plan in advertising companies based on process.At last, the author analyzes a case by using the plan that brought forward beforehand.