以往的研究表明,议程设置的存在与实现随着媒介环境的变化而不断演变。本文着重对议程设置在网络营销传播环境中的应用进行探索。其间,主要论证两个问题:议程设置被应用于营销传播领域的理论与现实可行性,议程设置在网络营销传播活动中的特点。力图从理论视角对网络营销传播活动给予观照以及进一步丰富议程设置理论的内涵。 Previous studies have shown that the existence and realization of agenda setting evolve as the media environment changes. This article focuses on the agenda set in the network marketing communications environment to explore the application. In the meantime, the main demonstration of two issues: the agenda set to be applied in the field of marketing and communication theory and practical feasibility, the agenda set in the characteristics of Internet marketing communications activities. Trying to give a theoretical view of Internet marketing communication activities and to further enrich the content of agenda setting theory.