消费者变局:猎物变猎手

• 作 者: 银昕
• 出 处: 商学院
• 发表日期: 2014年10期
• 关键词: 传播渠道 社交网络 买卖关系 主导权 接受者 社会化媒体 首席市场官 购买决定 生产内容 消费者购买行为

消费者一方面是产品和服务最终的接受者,一方面又是在买卖关系中逐渐强势的一方,这就导致他们希望自己对产品有更多的主导权,更大的影响力。过去企业可以利用对技术的掌握和对传播渠道的垄断,对消费者形成一个不可言状的‘信息壁垒’,很难打破;但是随着社交网络的诞生与成熟,这个壁垒被打破了。“中国思想领袖品牌研究院院长吴付标说,”消费者以前是猎物,现在

On the one hand, consumers are the ultimate recipients of products and services and on the other hand, they are gradually stronger parties in sales and purchase relationships. This leads them to expect more influence and power over their products. In the past, enterprises could make use of the mastery of technology and the monopoly of transmission channels to form an unspeakable “information barrier” for consumers, which was difficult to break. But as social networks were born and matured, the barrier was broken. “Wu thought that the head of the Institute of Chinese thought leader Wu Fu standard said, ” Consumers used to be prey, now