【摘要】：隨著數(shù)字營銷傳播的發(fā)展,社會形態(tài)發(fā)生了巨大的改變。數(shù)字營銷傳播的載體改變了傳統(tǒng)的生活方式,讓消費和傳播變得更加精準(zhǔn),各種各樣私人化的定制服務(wù)滿足了人們個性化的需求。這種新型的營銷傳播方式讓消費者在市場中占據(jù)了主導(dǎo)位置。數(shù)字技術(shù)在改變生活方式的同時,也改變著人們的認(rèn)知系統(tǒng)和價值觀念。經(jīng)過數(shù)字營銷傳播的洗禮,社會結(jié)構(gòu)重新部落化,溝通變得更加平等。行業(yè)之間開始融合,不同領(lǐng)域的行業(yè)邊界變得模糊不清。以往的營銷傳播理念已無法滿足當(dāng)今大變革時代的需求,新型社會形態(tài)需要全新的營銷傳播理論與之相對應(yīng)。
[Abstract]:With the development of digital marketing communication, great changes have taken place in social formation. The carrier of digital marketing communication has changed the traditional way of life, making consumption and communication more accurate, and a variety of personalized customized services to meet the needs of people. This new form of marketing communication allows consumers to occupy a dominant position in the market. Digital technology not only changes the way of life, but also changes people's cognitive system and values. After the baptism of digital marketing communication, the social structure is retribalized and communication becomes more equal. Industries began to converge, and the boundaries of different sectors became blurred. The former marketing communication concept can not meet the needs of the modern era of great change, and the new social form needs the new marketing communication theory to correspond to it.
【作者單位】： 合肥師范學(xué)院文學(xué)院;
【基金】：安徽省高校人文社會科學(xué)研究重點項目(SK2016A0758:《安徽省新媒體產(chǎn)業(yè)展研究》) 合肥師范學(xué)院產(chǎn)學(xué)研合作單位招標(biāo)課題(2016CXYZB002:《“艷九天”草莓新媒體營銷策略及應(yīng)用》)
【分類號】：C912;G206
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本文編號：2359468