| 刘惠芬,赵正松.基于WEB2.0的营销传播研究[J].南京邮电大学学报(社会科学版）,2013,(3):31~39 |
| 基于WEB2.0的营销传播研究 |
| Research on marketing communication based on WEB2.0 |
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| DOI： |
| 中文关键词: WEB2.0 营销传播 人际传播 扩散传播 精准传播 |
| 英文关键词:WEB2.0 marketing communication interpersonal communication diffusing communication precise communication |
| 基金项目:教育部人文社会科学研究项目“互动视频节目形态与商业模式研究”（08JA860008） |
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| 中文摘要: |
| WEB2.0营销传播作为一种新的网络营销传播方式，突出表现在三个方面的价值：挖掘现实中的“弱连接”，形成扩散传播，从而达到大众传播的效果；通过聚合而产生精准传播，精准传播既有来自消费者的信息定制的一对一精准传播，又有根据消费者主动聚合起来的社区群体精准传播；互动元素和机制的应用，带来了丰富的“象征性”互动体验，企业品牌与形象、产品特点，通过植入到WEB2.0应用中，在消费者互动中再传播，形成互动体验营销传播。企业在实施WEB2.0营销传播活动时，要注重把握创意的互动性、增加媒介接触点、深度参与互动、挖掘群 |
| 英文摘要: |
| Marketing communication based on WEB2.0 as a new Internet communication mode has three kinds of outstanding performance, that is, firstly the diffusing communications by exploring the weak link in reality for mass communication, secondly the precise communications between one to one information customized and auto gathered cluster communication, and thirdly the interactive experience communication by implanting symbolic business character of brands, images and product qualities into the WEB2.0 platform. To enhance the effect of the WEB2.0 marketing communication, enterprise marketers should focus on the creative interaction, increase the media touched, participate in the interaction deeply, mine the opinion leaders, and integrate the traditional marketing tools. |
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