本文選題：不在 + 社區(qū)　； 參考：《銷售與市場(chǎng)》2008年25期

【摘要】：在《世界是平的》一書(shū)中,作者托馬斯·弗里德曼把"個(gè)人上傳駕馭社區(qū)"定義為碾平世界的十大動(dòng)力之一。當(dāng)我們把社區(qū)的概念放大到"凡是有網(wǎng)民交流的地方都可以成為社區(qū)"時(shí),我們不得不承認(rèn),隨著網(wǎng)絡(luò)、網(wǎng)民的成熟,隨著網(wǎng)民數(shù)量的繼續(xù)滾雪球,以及上傳行為的普遍化、習(xí)慣化,互聯(lián)網(wǎng)正在孕育一個(gè)新的宏觀景象:去門(mén)戶化與社區(qū)崛起。一方面,與社區(qū)相比,網(wǎng)民在門(mén)戶網(wǎng)站的瀏覽時(shí)間在減少。另一方面,社交網(wǎng)站在社區(qū)化,web2.0網(wǎng)站在社區(qū)化,IM 在社區(qū)化,搜索引擎在社區(qū)化,電子商務(wù)也在社區(qū)化……社區(qū)化趨勢(shì)背后是消費(fèi)者行為模式的深刻變革,他們前所未有地希望獲得主動(dòng)與主導(dǎo)。如果你是一個(gè)"強(qiáng)悍"的企業(yè),喜歡居高臨下地告訴消費(fèi)者該怎樣做,如果你是一個(gè)擅長(zhǎng)"簡(jiǎn)化"工作的企業(yè),總能把網(wǎng)絡(luò)營(yíng)銷簡(jiǎn)化為做幾個(gè)互聯(lián)網(wǎng)硬廣告,或者做幾次體驗(yàn)營(yíng)銷、病毒營(yíng)銷什么的,那么在社區(qū)化時(shí)代,也許你要和過(guò)去作沉痛的告別了。
[Abstract]:In the book the World is flat, author Thomas Friedman defines "individual upload and control community" as one of the top ten driving forces to crush the world. When we magnify the concept of community to "where there are Internet users can be communities," we have to admit that, as the Internet, the number of netizens, continues to snowball, and uploads become universal, we have to admit that with the maturity of the Internet, the number of Internet users continues to snowball, and the spread of uploading behavior. Habituation, the Internet is giving birth to a new macro scene: deportalization and the rise of communities. On the one hand, compared with the community, Internet users in the portal browsing time is reduced. On the other hand, social networking sites in the community and Web 2.0 sites in the community of IM in the community, search engines in the community, e-commerce is also in the community. Behind the trend of community is the profound change of consumer behavior model, they hope to get initiative and leadership. If you are a "tough" company that likes to tell consumers what to do from a condescending perspective, and if you are a company that is good at "simplifying", you can always simplify online marketing into a few hard Internet ads. Or do a few experience marketing, virus marketing and so on, then in the age of community, you may want to say goodbye to the past.
【分類號(hào)】：F49
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本文編號(hào)：1798258