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互联网技术催生了以人际传播为主导的数字生活空间,带来了前所未有的变革。企业从产品生产设计、传播、销售到企业内部的各个环节都需要围绕互联网技术进行调整,应用相应的传播管理技术,进行数字服务化转型。本研究要解决当前业界在这一领域的探索出现了哪些变化、目前企业对传播管理技术的应用程度如何、遇到了哪些困难等问题。采用案例研究法与访谈法,通过对业内正在发生的变化进行梳理和提炼,指出当前企业应用传播管理技术所面临的问题。
Internet technology has given birth to the digital life space led by interpersonal communication, bringing unprecedented change. Enterprises from product design, production, marketing, sales to all aspects of the enterprise needs to be adjusted around the Internet technology, application of the corresponding propagation management technology, digital service transformation. This study should solve the current industry in this area to explore what changes have taken place, the current business application of propagation management techniques, what difficulties encountered and other issues. Using case studies and interviewing methods, the paper analyzes the ongoing changes in the industry and points out the problems that enterprises face when applying communication management technologies.