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从See、Search、Share到Social,消费者与品牌信息的关系以及互联网平台价值的演变,可以看到新的营销变革已经到来。互联网的出现以及迅速的发展已经颠覆了消费者接触品牌和消费决策的方式,让许多传统的营销战略、结构和模式失效。过去,营销人员在考虑消费者与品牌的接触点和决策历程时,“漏斗模型”曾一度被奉为经典:通过传统媒体的广告轰炸,让消费者形成记忆,因此消费者有消费需求时候,会想到许多品牌,就像是在漏斗的宽口端,然后沿着漏斗壁向下,不断筛减品牌,直到最后选定一个品牌,并形成品牌忠诚度。
From See, Search, Share to Social, the relationship between consumers and brand information, and the evolution of the value of the Internet platform, we can see that new marketing changes have arrived. The advent and rapid development of the Internet has overturned the way consumers engage with brands and consumer decisions, invalidating many traditional marketing strategies, structures and models. In the past, the “funnel model” was once considered a classic when marketers considered the contact points and the decision-making process between consumers and brands. They used traditional media advertising to bombard consumers and form memories, so consumers have consumer demand. When you think of a lot of brands, it’s like at the wide end of the funnel, and then down the funnel wall, constantly sifting down the brand until you finally select a brand and form a brand loyalty.