数字化时代场景营销的四大关键要素  

Four Key Elements of Scene-Marketing in the Digital Age

作　　者：高磊[1] 

机构地区：[1]淮北师范大学文学院新闻系

出　　处：《广告大观（理论版）》2017年第6期58-63,共6页Journal of Advertising Study

摘　　要：随着网络技术的发展,人类进入数字化时代,生存状态也渐趋现实与虚拟的融合。数字化虚拟生存可以冲破时空的限制,逐渐成为主导生存形态。人类生存状态的改变,使得企业营销面临着复杂的信息环境,企业营销活动也由物理场景走向信息场景。数字化时代信息场景营销的关键在于对营销目标人群特性的把握,摆脱消费者单纯消费的固化思维,将消费者延伸到生活者概念。数字化时代场景营销关键在于洞察生活者所处不同场景下的需求,以创意内容渗透到生活者心智,激发生活者体验与互动,以价值认同赢得生活者对企业的认同与情感偏爱。With the development of network technology, human beings are entering the digital age with a fusion of reality and virtual mode ity. of The digital existence can break through the limitations of time and space and gradually become the dominant human＇s existence. With the change of human＇s existing state, the marketing of the enterprise is facing a sophisticated information environment, and the marketing activities also move from physical, scene to informational scene. The key to the scene marketing in the digital age is deep insight into the target audience, and viewing consumers as livers rather than consumers only. The key point of scene marketing in the digital age is to gain insight into the needs of people in different scenes, to penetrate their minds with creative content, to inspire their experience and interaction and to win their identity and emotional preference with the enterprise by value identity.

关 键 词：数字化 虚拟生存 场景营销 生活者 创意传播 

分 类 号：F274[经济管理—企业管理]