摘要
新媒体在整合营销传播中的运用已经从最初的试用探索期发展到当前的成熟优化期。本文从媒体传播学、消费者行为学和信息经济学的角度,考察了新媒体对整合营销传播的影响,并针对性地提出了对策建议。一是发挥自有媒体、免费媒体和付费媒体各自的优势,实现多元的营销传播目标。二是运用自有媒体、免费媒体和付费媒体的互补作用,优化整合营销传播过程。三是把握消费者决策路径,开展精准的整合营销传播。四是建立数字化智能化的决策支持系统和专业化的管理团队,实施个性化甚至是个人化的整合营销传播。
The application of new media in integrated marketing communication has gone from the initial trial exploration stage to the current mature optimization stage. From the perspectives of media communication, consumer behavior and information economics, this paper examines the influence of new media on integrated marketing communication and then proposes four countermeasures. First, make full use of owned, earned and paid media to achieve various goals of integrated marketing communication. Second, take advantage of the synergy of owned, earned and paid media to optimize the process of integrated marketing communication. Third, examine consumers’ decision-making journal to carry out targeting integrated marketing communication. Finally, establish digital intelligent decision support system and professional management team to implement customized integrated marketing coummunication.
作者
陈真
黄沛
Chen Zhen;Pei Huang(School of Management, Fudan University, Shanghai 200433, China)
出处
《未来与发展》
2019年第8期61-64,68,共5页
Future and Development
关键词
新媒体
整合营销传播
自有媒体
免费媒体
付费媒体
new media
integrated marketing communication
owned media
earned media
paid media
