發(fā)布時間：2018-06-03 10:00

  本文選題：數(shù)字營銷傳播 + 技術(shù)��； 參考：《暨南大學》2017年碩士論文

【摘要】：技術(shù)的進步是推動社會生產(chǎn)力和生產(chǎn)關(guān)系進步的重要力量,它不僅時刻改變著人們的生活方式,也對現(xiàn)代營銷傳播的變革起著重要的驅(qū)動作用。依賴于技術(shù)而存在的數(shù)字營銷傳播在二十余年的發(fā)展演進中逐漸成熟,現(xiàn)已成為營銷傳播行業(yè)的主流。本研究從技術(shù)驅(qū)動的視角出發(fā),提出互聯(lián)網(wǎng)技術(shù)和其他多種應(yīng)用性信息技術(shù)共同構(gòu)成了數(shù)字營銷傳播的支撐性技術(shù)體系,此技術(shù)體系是推進數(shù)字營銷傳播發(fā)展的動力之源。在基礎(chǔ)設(shè)施層面,互聯(lián)網(wǎng)主要經(jīng)歷了三個階段的發(fā)展,分別是以個人計算機為主要數(shù)字網(wǎng)絡(luò)終端的PC互聯(lián)網(wǎng),以智能手機為主要數(shù)字網(wǎng)絡(luò)終端的移動互聯(lián)網(wǎng)以及萬物互聯(lián)的物聯(lián)網(wǎng)。在應(yīng)用技術(shù)層面,互聯(lián)網(wǎng)可以劃分為單向傳播的Web1.0、雙向傳播的Web2.0和多向傳播的Web3.0三個階段,而各階段典型的網(wǎng)絡(luò)應(yīng)用也經(jīng)歷了從網(wǎng)站到社會化媒體到手機App再到智能助理的變化。根據(jù)不同時期的技術(shù)特征和代表性應(yīng)用,本文將數(shù)字營銷傳播的發(fā)展歷程劃分為傳統(tǒng)網(wǎng)絡(luò)廣告、社會化網(wǎng)絡(luò)營銷傳播、移動營銷傳播和智能營銷傳播四個階段,并深入分析各階段的營銷傳播模式、營銷傳播形式和營銷傳播特點,試圖以共時性審視與歷時性觀照相結(jié)合的方法,客觀揭示各發(fā)展階段的差異和演進邏輯,對數(shù)字營銷傳播的發(fā)展趨勢作出預(yù)測和展望。技術(shù)和數(shù)字營銷傳播的發(fā)展遵循著個性化和社會化的規(guī)律,是以人為本,幫助人類實現(xiàn)自由全面發(fā)展的積極力量,它們在演進過程中不可避免會出現(xiàn)技術(shù)異化現(xiàn)象,我們應(yīng)理性對待,從法制法規(guī)、行業(yè)規(guī)范和道德約束等方面消解異化問題。
[Abstract]:The progress of technology is an important force to promote the progress of social productive forces and relations of production. It not only changes people's way of life at all times, but also plays an important driving role in the transformation of modern marketing communication. Digital marketing communication, which depends on technology, has matured gradually in the development and evolution of more than 20 years, and has become the mainstream of marketing communication industry. From the perspective of technology driving, this study puts forward that Internet technology and other applied information technologies together constitute the supporting technology system of digital marketing communication, which is the motive force to promote the development of digital marketing communication. At the infrastructure level, the Internet has experienced three main stages of development, namely, the PC Internet, which uses personal computers as the main digital network terminal. The mobile internet with smart phone as the main digital network terminal and the internet of things. At the level of application technology, the Internet can be divided into three stages: Web 1.0 with one-way propagation, Web2.0 with two-way propagation and Web3.0 with multi-direction propagation. Typical web applications at all stages have undergone changes from websites to social media to mobile App to intelligent assistants. According to the technical characteristics and representative applications of different periods, this paper divides the development of digital marketing communication into four stages: traditional network advertising, social network marketing, mobile marketing and intelligent marketing. And deeply analyzes the marketing communication mode, the marketing communication form and the marketing communication characteristic of each stage, attempts to reveal the difference and the evolution logic of each development stage objectively by the method of the combination of synchronic examination and diachronic view. The development trend of digital marketing communication is forecasted and forecasted. The development of technology and digital marketing communication follows the law of individuation and socialization, and it is a positive force which is people-oriented and helps human to realize free and all-round development. In the process of their evolution, the phenomenon of technological alienation will inevitably appear. We should treat it rationally and resolve the problem of alienation from the aspects of legal regulations, industry norms and moral constraints.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206-F

【參考文獻】

相關(guān)期刊論文 前10條

1 梁欣萌;;直播營銷的價值思考[J];國際公關(guān);2016年05期

2 常遠;;關(guān)于“網(wǎng)紅”營銷模式的新思考[J];經(jīng)營管理者;2016年17期

3 秦雪冰;;自主的技術(shù)與自由的消費者——關(guān)于數(shù)字營銷中消費者隱私喪失的思考[J];廣告大觀(理論版);2016年02期

4 許正林;馬蕊;;程序化購買與網(wǎng)絡(luò)廣告生態(tài)圈變革[J];山西大學學報(哲學社會科學版);2016年02期

5 孫永波;高雪;;移動App營銷研究評述與展望[J];管理現(xiàn)代化;2016年01期

6 孫鵬;;移動互聯(lián)網(wǎng)技術(shù)的發(fā)展現(xiàn)狀及未來發(fā)展趨勢[J];通訊世界;2016年02期

7 許正林;楊瑤;;基于大數(shù)據(jù)的移動互聯(lián)網(wǎng)RTB廣告精準投放模式及其營銷策略探析[J];上海大學學報(社會科學版);2015年06期

8 鞠宏磊;黃琦翔;王宇婷;;大數(shù)據(jù)精準廣告的產(chǎn)業(yè)重構(gòu)效應(yīng)研究[J];新聞與傳播研究;2015年08期

9 段淳林;李夢;;移動互聯(lián)網(wǎng)時代的廣告產(chǎn)業(yè)鏈角色重構(gòu)與平臺化轉(zhuǎn)型[J];華南理工大學學報(社會科學版);2015年04期

10 周斌;余蓉;;Web 2.0時代的網(wǎng)絡(luò)廣告?zhèn)鞑ヌ卣鱗J];中國市場;2015年23期

相關(guān)碩士學位論文 前6條

1 邊慧穎;新媒介技術(shù)的哲學意蘊[D];南昌大學;2015年

2 張茜;移動互聯(lián)網(wǎng)廣告營銷研究[D];黑龍江大學;2014年

3 張劍;我國網(wǎng)絡(luò)營銷模式的研究[D];山東大學;2010年

4 黃琛;趨向web3.0：網(wǎng)絡(luò)營銷的變革及可能[D];浙江大學;2009年

5 孟慶豐;媒介技術(shù)的演進及其社會影響分析[D];南京理工大學;2007年

6 唐超;基于網(wǎng)絡(luò)的報業(yè)數(shù)字化戰(zhàn)略研究[D];清華大學;2007年

，

本文編號：1972379