【摘要】：正在傳播學(xué)領(lǐng)域,過去半個多世紀(jì)的發(fā)展讓我們見證了從"大眾傳播"向"社會化傳播"的轉(zhuǎn)變,最受歡迎的傳播媒介也從報(bào)紙、電臺轉(zhuǎn)向了以受眾為中心的自媒體和社交媒體�；ヂ�(lián)網(wǎng)與移動互聯(lián)網(wǎng)主導(dǎo)下的云計(jì)算時(shí)代,可以幫助機(jī)構(gòu)以前所未有的速度收集受眾的海量行為數(shù)據(jù),在大數(shù)據(jù)的基礎(chǔ)上分析、洞察和預(yù)測受眾的偏好,并據(jù)此為受眾提供最能滿足他們需求的資訊、產(chǎn)品和服務(wù),這將對品牌傳播具有重要的指導(dǎo)意義。傳播研究者和品牌傳播實(shí)踐者,應(yīng)該緊緊抓住這一正在變化的傳播趨勢和路徑。
[Abstract]:In the field of communication, the development of the past half century has led us to witness the shift from "mass communication" to "social communication". The most popular media have also changed from newspapers and radio to audience-centered self-media and social media. The cloud computing era led by the Internet and mobile Internet can help organizations collect the massive behavior data of the audience at an unprecedented speed, analyze, see and predict the preferences of the audience on the basis of big data, and provide the audience with the information, products and services that can best meet their needs, which will be of great guiding significance to brand communication. Communication researchers and brand communication practitioners should firmly grasp this changing communication trend and path.
【作者單位】： 清華大學(xué)公共關(guān)系與戰(zhàn)略傳播研究所;
【分類號】：TP3;G206
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本文編號：2519379