| 营销3．0视域下的品牌传播新特征探析 |
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| 引用本文： | 段淳林,谭敏.营销3．0视域下的品牌传播新特征探析[J].华南理工大学学报(社会科学版),2013(6):1-4. |
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| 作者姓名： | 段淳林 谭敏 |
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| 作者单位： | 华南理工大学新闻与传播学院,广东广州 |
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| 基金项目： | “广东省优长学科、特色学科建设”专项资助课题：社会化媒体视域下的整合品牌传播创新研究（2013YCTS01） |
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| 摘 要： | 基于Web3．0的移动社会化媒体发展，品牌与消费者之间的沟通与互动成为新的特点，营销与传播的概念也趋向融合。价值认同成为消费者行为的核心。生产型消费者将自创的内容通过泛自媒体与独立的精神个体进行精准高效的沟通成为品牌传播的新特点。本文从营销3．0所引发的消费者行为的变化出发，重点分析了营销3．0时代品牌传播主体、传播内容、传播媒介、传播对象和传播效果的新特点，为中国企业在Web3．0时代开展品牌传播提供参考。
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| 关 键 词： | 营销3 0 品牌传播 泛自媒体 消费者生成内容 |
The New Characteristics Analysis of Brand Communication the View of Marketing 3.0 |
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| DUAN Chun-lin,TAN Min.The New Characteristics Analysis of Brand Communication the View of Marketing 3.0[J].Journal of South China University of Technology(Social Science Edition),2013(6):1-4. |
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| Authors: | DUAN Chun-lin TAN Min |
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| Institution: | ( School of Journalism and Communication, South China University of Technology, Guangzhou 510640, Guangdong, China) |
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| Abstract: | With the development of mobile social media in Web 3.0, the communication and interaction between brands and consumers become the new characteristics of marketing. Meanwhile, concepts of marketing and commu-nication tend to be combined. The value identification comes to be the key point of consumer behaviors. Prosumers make original contents, conducting accurate and efficient communication with individuals of independent spirit by pan self media. It has been the new characteristic of brand communication. This thesis focuses on the new charac- teristics of subject, content, media, audience and effect of brand communication in Web 3.0 time. The change of consumer behaviors, which was caused by Marketing 3.0, is analyzed. The paper provides some references to Chi-nese enterprises which are carrying out brand communication in the era of Web 3. 0. |
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| Keywords: | marketing 3 0 brand communication pan self media consumer generated content |
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