论文部分内容阅读
新技术正在催生出越来越多的新媒体和新营销平台,纷繁芜杂之中,创新营销的下一个方向在哪里? 今天的营销环境正在发生着深刻变化: 一方面是产能过剩、产品同质化让消费者有了更多选择和选择的困惑,信息的透明化和注意力分散让消费者更加难以沟通, 企业营销因此面临着相当大的压力;另一方面则是数年以来,领先企业和专业营销机构利用互联网和无线技术,在“新技术驱动的新营销”这一方向上展开了卓有成效的创新,摸索出了一系列创新营销的方法体系, 也积累了众多可圈可点的成功案例,创新营销的前景值得期待。
New technologies are spawning a growing number of new media and new marketing platforms, numerous and varied, where is the next direction of innovative marketing? Today’s marketing environment is undergoing profound changes: on the one hand, overcapacity, product homogeneity To allow consumers more choice and choice of confusion, transparency and distraction of information so that consumers more difficult to communicate, therefore faced with considerable pressure on marketing; the other hand, is the leading enterprise over the years And professional marketing agencies use the Internet and wireless technologies to launch fruitful innovations in the direction of “new technology-driven new marketing” and have explored a series of innovative marketing methods and systems and accumulated numerous remarkable success stories , The prospects of innovative marketing worth the wait.