碎片化:21世纪营销变化的关键词  

Fragmentation: the Keyword of Marketing Changes in 21st Century

作　　者：金鑫[1] 杨静怡 殷黎佳 王茜 于壮 王顺 程士安[6] 

机构地区：[1]复旦大学新闻学院 [2]宝洁中国SK-II [3]阿迪达斯中国 [4]智威汤逊-中乔广告 [5]李岱艾广告 [6]复旦大学新闻学院广告学系

出　　处：《广告大观（理论版）》2007年第1期16-24,共9页Journal of Advertising Study

摘　　要：本文通过对消费者碎片化、媒介碎片化等一系列碎片化现象的描述,指出碎片化是21世纪营销传播的变化中一个重要的关键字,在分析碎片化产生的根源后,提出“碎片化”并不是“分众”趋势的简单积累(量变),而是消费者接收信息方式上的质变;同时,基于碎片化的趋势,对品牌碎片化、营销碎片化等一些概念进行了讨论。After description of the phenomenon of“ Consumer Fragmentation”“, Media Fragmentation”, etc., Fragmentation is regarded as one of the keywords of changing marketing communications in 21st Century. Analyzing the causes of fragmentation, we concluded that fragmentation is not a simple quantitative change from the trend of“ de-massification”, but a qualitative change on the methods of receiving information by consumers-from choice of media (to get information) to direct choice of wanted information. Based on the trend of fragmentation, a serious of concepts like“ Brand fragmentation” and“ Marketingf ragmentation” are discussed.

关 键 词：新媒体 接收信息方式 营销传播 碎片化 消费者洞察 

分 类 号：F713.50[经济管理—市场营销]