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近年来,中国社会环境发生了巨大的变化,大国化和数字化成为考察传媒、广告与营销发展的两个重要视角。而大国化与数字化的发展趋势给媒体、消费者、企业等都带来了巨大的影响,与此相应的,也给营销体系的发展带来了巨大的压力,它要求其能够适应各个环境、背景要素的变化。于是,在媒体机构、传输网络、受众需求以及广告市场都在大国化与数字化的浪潮中产生变化之时,营销业界也产生了一种全新的“大营销”趋势。
In recent years, the social environment in China has undergone tremendous changes. Greater nationalization and digitization have become two important perspectives for examining the development of media, advertising and marketing. The development trend of big country and digitization has brought great influence to the media, consumers and enterprises. Correspondingly, it has also brought tremendous pressure to the development of marketing system, which requires it to adapt to various environments, Changes in background elements. As a result, the marketing industry has also seen a whole new “big marketing” trend as media agencies, transmission networks, audience needs, and advertising markets all change in the wave of megatrends and digitizations.