發(fā)布時(shí)間：2018-03-17 13:10

  本文選題：大數(shù)據(jù)　切入點(diǎn)：思維革新　出處：《出版科學(xué)》2015年03期 　論文類型：期刊論文

【摘要】：基于邏輯分析,對(duì)大數(shù)據(jù)及其思維革新進(jìn)行論述,并從生產(chǎn)理念、生產(chǎn)方式、營(yíng)銷對(duì)象、營(yíng)銷手段、營(yíng)銷渠道等方面分析大數(shù)據(jù)對(duì)內(nèi)容生產(chǎn)與營(yíng)銷的影響。本文認(rèn)為,開(kāi)放性思維、參與性思維和關(guān)聯(lián)性思維是大數(shù)據(jù)引致的重要思維變革,這種思維變革引起內(nèi)容生產(chǎn)與營(yíng)銷模式的轉(zhuǎn)變,即生產(chǎn)理念上從供給導(dǎo)向向需求導(dǎo)向轉(zhuǎn)變、生產(chǎn)方式上從垂直單向向水平互動(dòng)轉(zhuǎn)變、營(yíng)銷對(duì)象上從大眾市場(chǎng)向利基市場(chǎng)轉(zhuǎn)變、營(yíng)銷手段上從被動(dòng)推介向主動(dòng)推送轉(zhuǎn)變、營(yíng)銷渠道上從單一媒體向全媒體轉(zhuǎn)變。
[Abstract]:Based on logical analysis, this paper discusses big data and his innovation of thinking, and analyzes the influence of big data on content production and marketing from the aspects of production idea, mode of production, marketing object, marketing means, marketing channel, etc. Open thinking, participatory thinking and associative thinking are the important thinking changes caused by big data. This kind of thinking change leads to the transformation of content production and marketing mode, that is, from supply orientation to demand orientation in production concept. The mode of production has changed from vertical one-way to horizontal interaction, marketing object from mass market to niche market, marketing means from passive to active promotion, marketing channels from a single media to all media.
【作者單位】： 華東政法大學(xué)人文學(xué)院;
【基金】：中國(guó)博士后科學(xué)基金第56批資助項(xiàng)目(2014M561439) 2014上海市高校青年教師培養(yǎng)資助計(jì)劃(ZZHZ14002) 2014年度華東政法大學(xué)科學(xué)研究項(xiàng)目(14HZK020) 華東政法大學(xué)文化產(chǎn)業(yè)管理學(xué)科建設(shè)項(xiàng)目(A-3101-15-121)研究成果
【分類號(hào)】：G201-F

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