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传统市场结构中,营销传播处在一种线性结构中没有形成反馈回路,卖方在发出信息的同时几乎没有任何反馈信息。信息技术和市场控制权的变化导致了营销传播由单向的线性传播转向双向的互动式交流,这是市场多元化走向在传播中的一种必然结果。在此基础上产生的新型营销传播模式,改变了传统营销传播中信息发送者和信息接收者地位,使营销者与顾客的角色可以互为转换,减少了营销传播中单一维度和反馈迟延所造成的信息流失和信息歪曲。
In the traditional market structure, marketing communication did not form a feedback loop in a linear structure, and the seller sent out the message with almost no feedback. Changes in information technology and market control led to a shift in marketing communication from one-way linear communication to two-way interactive communication, a necessary result of diversification in the market. The new mode of marketing communication based on this change the status of the sender and receiver of information in the traditional marketing communication so that the roles of marketer and customer can be converted from each other and the single dimensions of marketing communication and feedback delay are reduced The loss of information and information distortion.