论文部分内容阅读
写在前面的话随着3G上网的全面推进和宽带“村村通”计划的实施,以互联网为代表的新媒体将迅速彻底地改变我们的日常生活方式,颠倒消费者和企业在市场上的地位角色,改写未来的广告营销模式。其中,最突出的莫过于大众传媒和新媒体主体地位的转型。众所周知,长期以来,企业广告营销建构的经典模式为大众传播媒介为主,小众媒体和新媒体为辅,对此,舒尔茨一针见血地指出:“我们一直在使用上个世纪的工具,试图来解决今天的营销问题。”那么,什么才是我们应该使用的“今天的营销工具”呢?我们
Written in front of the words With the full promotion of 3G Internet access and the implementation of broadband “Village through ” program, the new media represented by the Internet will quickly and completely change our daily life style, upset consumers and businesses in the market The role of status, rewrite the future of advertising and marketing model. Among them, the most prominent one is the transformation of the status of the mass media and the new media. As we all know, for a long time, the classic model of corporate advertising and marketing is mainly mass media, supplemented by niche media and new media. To this, Schultz pointed out sharply: “We have been using tools of the last century, Trying to solve today’s marketing problems. ”So what is the marketing tool we should use today?"