技术导向下场景营销的演进  

The evolution of technology-orientated scene marketing

作　　者：朱文婷 李理[1] Zhu Wen-ting;LI Li(Anhui Xinhua College,Hefei 230088 China)

机构地区：[1]安徽新华学院文化与传媒学院,安徽合肥230088

出　　处：《新余学院学报》2023年第3期63-68,共6页Journal of Xinyu University

基　　金：2020年安徽省高校人文社会科学研究重点项目“中国新媒介技术演进与消费社会互动研究”(SK2020A0604);2018年安徽省高校人文社会科学研究重点项目“徽文化符号下的现代商业街品牌形象建构研究”(SK2018A0656);安徽新华学院校级重点人文社会科学项目“基于全域营销的新媒体广告意义建构研究”(2019rw009)。

摘　　要：随着互联网技术带来社会体验的多元化,商业模式中对场景化的追求成为一个热点。但是,场景营销不是基于数据、链接、社群、体验模式等发展的结果,它是在最原始的商品销售中既已存在的营销思维,并在人类社会的发展中通过经媒介的技术升维成为今天的带有互动和沉浸感的新型营销模式。通过梳理媒介技术与场景营销不同阶段的交互演进历程,以及场景营销发展历史的三个不同阶段,探析技术融入场景和社会生活的过程和步骤。With the diversification of social experience brought by Internet technology,the pursuit of scene in business model has become a hot spot.However,scene marketing is not the result of the development of data,link,community,experience mode and so on.It is the existing marketing mode in the most primitive commodity sales,which has developed into new marketing models with interaction and immersion in the development of human society through the media technology.By reviewing the interactive evolution process of different stages of media technology and scene marketing and three different stages of the development history of scene marketing development,this paper explores the process and steps of integrating technology into the scene and social life through.

关 键 词：场景营销 社交媒体 技术 演进 

分 类 号：F274[经济管理—企业管理] G209[经济管理—国民经济]