本文選題：數(shù)字營銷傳播 + 軟實力�。� 參考：《現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報)》2017年03期

【摘要】：近年來,以互聯(lián)網(wǎng)思維、大數(shù)據(jù)技術(shù)、數(shù)字化創(chuàng)意及設(shè)計為主體特征的數(shù)字營銷傳播行業(yè)發(fā)展迅速。以典型調(diào)查配合問卷調(diào)查,對北、上、廣、深三十余家數(shù)字營銷標桿企業(yè)的高層管理者進行了個人深訪�；谡{(diào)研,對數(shù)字營銷傳播、數(shù)字營銷傳播行業(yè)的"軟實力"、跨界思維等概念進行了界定;初步建立了數(shù)字營銷傳播行業(yè)"軟實力"的測評指標體系;從受訪者角度探討了數(shù)字營銷傳播企業(yè)的核心競爭能力,分析了知識創(chuàng)新在核心競爭能力形成中的重要作用。
[Abstract]:In recent years, digital marketing communication industry, characterized by Internet thinking, big data technology, digital creativity and design, has developed rapidly. With typical investigation and questionnaire survey, the senior managers of more than 30 digital marketing benchmarking enterprises in North, Shanghai, Guangzhou and Shenzhen were interviewed. Based on the investigation, the paper defines the concepts of "soft power" and "cross-border thinking" in digital marketing communication industry, and establishes the evaluation index system of "soft power" in digital marketing communication industry. This paper discusses the core competence of digital marketing communication enterprises from the angle of interviewees, and analyzes the important role of knowledge innovation in the formation of core competence.
【作者單位】： 暨南大學(xué)新聞與傳播學(xué)院;天津師范大學(xué)新聞傳播學(xué)院;
【分類號】：G206-F;F274

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