论文部分内容阅读
企业“霸占”主流信息发布权以及“强权推送”式营销的时代已经瓦解了,消费者当家作主了,营销还能怎么玩?一种新的危机正在蔓延,营销者已经无法全面控制自己的品牌,他们将不得不向消费者妥协。尽管他们在过去10年中一直在不断进行调整,以适应一个消费者深度参与的新时代,但所有潜心研究出来的营销术仿佛在一夜之间失灵。“消费者不再将营销与产品割裂开来——营销就是产品。他们不再将营销与自己的店内或网上体验割裂开来——营销就是体验。在这个消费者参与的时代,营销就是企业本身。”麦肯锡季刊最近撰文称,“现在,我们都是营销人。”
Businesses “Possession ” mainstream information dissemination rights and “power push ” marketing era has collapsed, consumers are the masters, marketing how to play? A new crisis is spreading, marketers have been unable Take full control of your brand and they will have to compromise with consumers. Although they have been constantly adjusting for the past 10 years to adapt to a new era of deep consumer engagement, all the painstaking research marketing seems to fail overnight. “Consumers no longer separate marketing from products - marketing is the product, and they no longer separate marketing from their own in-store or online experience - marketing is experience. In this age of consumer engagement, marketing is The business itself. ”McKinsey Quarterly recently wrote,“ Now we’re marketing people. ”"