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在当今信息爆炸、媒体泛滥、商品趋于同质化和消费市场多元化的社会环境中,整合营销传播给企业提供了一种新的传播概念和策略。整合传播的力量越来越大,企业对于传统创意的依赖也随之减弱,创意正在面临怎样的挑战,如何实现在新传播形势下的突围呢? 一、新传播形式对创意的冲击 1、商品“同质化”引发创意“同质化”——随着科学技术的飞速发展及信息化时代的到来,商品的生产,工艺技术日益社会化,无论是产品性能、价格和服务都不会有太大差别。产品同质化导致产品很少有
In today’s information explosion, the proliferation of media, the commodification of goods and the diversification of the consumer market, integrated marketing communication provides enterprises with a new concept and strategy of communication. How to achieve the breakthrough in the new situation of communication? First, the impact of new forms of transmission on the creative 1, the goods “Homogeneity ” Initiation of creativity “Homogeneity ” - With the rapid development of science and technology and the advent of the information age, the production of goods and the increasing socialization of process technology have made it possible for both product performance, price and service There will not be much difference. Product homogeneity leads to few products