摘要
随着新媒体的逐步发展与旧媒体的逐渐淘汰以及新旧媒体的取长补短,渐渐将大众引入了自媒体时代。这一创新性的变革,不仅给市场营销观念造成了巨大冲击,还给市场营销带来了深刻的影响。而在自媒体时代背景下,营销传播要怎样才能突破传统的桎梏,走向新的发展与创新呢?笔者认为可以从以下四点进行分析:一是精准营销,二是个性化营销,三是商业化社群影响,四是粉丝情感化影响。
With the gradual development of new media and the elimination of old media and the complementarity of old and new media,the mass media gradually introduced the media age.This innovative change not only brought great impact to the marketing concept,but also brought profound influence to the marketing.Under the background of media age,how can marketing and communication break through the shackles of tradition and move towards new development and innovation?The author thinks can carry on the analysis from the following four points:one is accurate marketing,the other is personalized marketing,the third is the commercial community influence,the fourth is the fan sentiment influence.
作者
郭泉
刘盈丰
翁孝清
GUO Quan;LIU Yingfeng;WENG Xiaoqing(Gao Bo College of Software Technology,Suzhou Jiangsu 215163,China;Shanghai One View Network Technology Limited ,Shanghai200000,China)
出处
《吉林省教育学院学报》
2018年第11期153-155,共3页
Journal of Jilin Provincial Institute of Education
基金
江苏高校哲学社会科学研究项目"基于社群营销的自媒体客户管理策略研究"(2017SJB1510)
关键词
自媒体
营销传播
创新路径
We Media
Marketing dissemination
Innovative pathways
