第三种力量:技术在整合营销传播发展中的动力分析与审视
摘要
技术作为继创意、媒体之后驱动广告与整合营销行业的第三种核心力量,正在更广的领域、更多的应用、更深层次的介入整合营销传播,为整合营销传播业的未来发展带来广阔的前景和无限的遐想。本研究以媒介技术分析为立足点,探讨技术作为整合营销传播发展核心力量的动力机制,尝试总结概括新媒体技术在整合营销传播发展中所存在的若干进本矛盾,探索技术在三种核心力量中的坐标及所扮演的角色,并尝试在反思当前技术瓶颈的基础上推动整合营销传播发展,提出未来整合营销传播的若干假设。
引文
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[2]Reeves R.Reality in advertising[M].Book Baby,1961.
[3]Ogilvy D.Confessions of an advertising man[M].Confessions of an advertising man.Dell Publishing,1963.
[4]Mc Carthy E J.Basic Marketing-A Manageria Approach[M].Homewood:R.D.Irwin,1960
[5]Trout J.“Positioning”is a game people play in today’s me-too market place[J].Industrial Marketing,1969(06):51-55.
[6][7]陈培爱.广告学概论[M].北京:高等教育出版社,2004:92-95.
[8]Shimp T A.Advertising,promotion,and supplementa aspects of integrated marketing communications[M].Harcourt Brace College Publishers,1997.
[9]段淳林.整合品牌传播:从IMC到IBC理论建构[M].北京:世界图书出版社,2014.
[10]唐·舒尔茨.SIVA范式:搜索引擎触发的营销革命[M].北京:中信出版社,2014.
[11]Schultz D.The Future of Advertising or Whatever We're Going to Call It[J].Advertising Panorama,2017,45(3):276-285.
[12]中国互联网络发展状况统计报告[R].中国互联网络信息中心,2018-01-31.
[13]Manyika J,Chui M,Brown B,et al.Big data:The next frontier for innovation,competition,and productivity[R].Mc Kinsey Global Institute,2011.
[14]Steve Lohr.The Age of Big Data[N].The New York Times,2012-02-11.
[15]MS Viktor,C Kenneth.Big data:A revolution that will transform how we live,work,and think[M].Boston:Houghton Mifflin Harcourt,2013.
[16]陈崖枫.大数据营销的几道坎[J].企业管理,2017(01):58-61.
[17]Manyika J,Chui M,Brown B,et al.Big data:The next frontier for innovation,competition,and productivity[R].Mc Kinsey Global Institute,2011.
[18]盖雄雄.媒体销售化--广告营销界“哥德巴赫猜想”正解[J].市场观察,2011(1):48.
[19]Schultz D.Marcom metrics require a much more holistic methodology[J].Marketing News,2004(4):257-269.
[20]孙奇茹.霸道App不交隐私别想用?“隐私换便利”剥夺选择权[N].北京日报,2018-04-25.
[21]Sharp B.How brands grow[M].Oxford University Press,2016.
[22]Ian Leslie.How the Mad Men lost the plot[N].Financia Times,2015.11.
[23]高承远.大数据精准营销的五大弊端[Z].搜狐财经,2016-11-16.
[24]李东楼.中国互联网行业进入资本主导时代呼唤突破性新技术开启未来[N].中国经济导报,2016-07-13.
[25]MS Viktor,C Kenneth.Big data:A revolution that will transform how we live,work,and think[M].Boston:Houghton Mifflin Harcourt,2013.
[26]陈崖枫.大数据营销的几道坎[J].企业管理,2017(01):58-61.
[27]王晓洁,王新明.大数据产业遭遇垄断和孤岛:拿数据的多贡献数据的少[N].经济参考报,2016-10-20.
[28]Data Deadlock:How UK&US marketers are using data in 2017,future trends and how that aligns with consumer thinking[R].Blue Venn,2017.
[29]王新刚.大数据营销:追踪到行为,却抓不住心[J].清华管理评论,2017(3):70-72.
[30]Shannon Bond,Anna Nicolaou,Scheherazade Daneshkhu.A hard sell for the ad men[N].Financial Times,2017-08-25.
[31]徐立军,徐飞飞.中国传媒的基本面与机会点[J].现代传播,2010(1):17-21.
[32]张惠辛.再论“第三种力量”[J].中国广告,2018(2):5.
[33]Schultz D,Chu G,Zhao B.IMC in an emerging economy:the Chinese perspective[J].International Journa of Advertising,2016,35(2):200-215.