接受理论视阈下后互联网时代的品牌营销创新研究
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摘要
后互联网时代是以移动网络、社交媒体、大数据技术等新技术为主要特征的时代,用户个性在互联网中被极度激发,品牌营销活动只有以受众为中心,才能更大范围地实现品牌认可与接受。接受理论作为研究文学作品的读者中心理论,对于指导受众中心的品牌营销实践有方法论的意义。其中的受众主体论、传受互动论、"期待视野"等观点概念可以启发品牌营销创新。
Users' individuality tends to be explored to the fullest in post-internet era, which is characterized by newly emerging technologies such as mobile networks, social media, big data, and so on, thus, it is imperative to adopt an audiencecentered strategy to market a brand so that its recognition and acceptance could be maximized. In this respect, the originally reader-oriented reception theory in literature studies could lend some implications to brand-marketing innovation, like audience being as subject, sender-receiver-interaction, and expectation vision, and so on.
Users' individuality tends to be explored to the fullest in post-internet era, which is characterized by newly emerging technologies such as mobile networks, social media, big data, and so on, thus, it is imperative to adopt an audiencecentered strategy to market a brand so that its recognition and acceptance could be maximized. In this respect, the originally reader-oriented reception theory in literature studies could lend some implications to brand-marketing innovation, like audience being as subject, sender-receiver-interaction, and expectation vision, and so on.
引文
[1]蒋晓丽,赵唯阳.后互联网时代传媒时空观的嬗变与融合[J].社会科学战线,2016(11):154-160.
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[4] WOLFGANG ISER.The Act of Reading:A Theory of Aesthetic Response[M].Baltimore:The Johns Hopkins University Press,1980:11.
[5]李彪.未来媒体视域下媒体融合空间转向与产业重构[J].编辑之友,2018(3):40-44,85.
[6]张雯.红牛“能量自习室”校园场景营销解读[J].中国广告,2016(8):116-117.
[7]唐兴通,方爱华.走过2017,看社群营销如何拥抱未来[J].出版广角,2018(3):24-27.
[8]陈维超.消费文化语境下品牌借势表情包营销研究[J].山东理工大学学报(社会科学版),2018(5):94.
[2]中国互联网络信息中心.中国互联网络发展状况统计报告[EB/OL].(2018-08-20).http://www.cnnic. net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201808/P020180820630889299840.pdf.
[3]彭兰.场景:移动时代媒体的新要素[J].新闻记者,2015(3):20-27.
[4] WOLFGANG ISER.The Act of Reading:A Theory of Aesthetic Response[M].Baltimore:The Johns Hopkins University Press,1980:11.
[5]李彪.未来媒体视域下媒体融合空间转向与产业重构[J].编辑之友,2018(3):40-44,85.
[6]张雯.红牛“能量自习室”校园场景营销解读[J].中国广告,2016(8):116-117.
[7]唐兴通,方爱华.走过2017,看社群营销如何拥抱未来[J].出版广角,2018(3):24-27.
[8]陈维超.消费文化语境下品牌借势表情包营销研究[J].山东理工大学学报(社会科学版),2018(5):94.