Internet环境下交互式营销沟通模型研究
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摘要
Internet技术的迅猛发展带领人们进入了信息时代,人们的生活方式和沟通方式发生了深刻的变化。现有的营销沟通理论和方法立足于传统的营销沟通环境,对Internet环境下营销沟通特点并未体现,对交互式营销沟通研究更为欠缺。同时,Internet环境对消费者营销沟通习惯也发生改变,使得传统的营销沟通方法已经无法指导企业在因特网环境下与其对手竞争获得优势,利用Internet来实施营销沟通是必然的选择。本文在实证研究的基础上,设计了Internet环境下的交互式营销沟通的模型,对指导企业实施网络环境下交互式营销沟通具有理论意义和实用价值。
本文运用理论分析、实证研究的方法,概述了营销沟通相关理论及方法。分析了交互式营销沟通研究现状及其发展趋势,认为Internet环境下企业实施交互式营销沟通是必要的,研究系统沟通模型是可行的。运用实证研究、定量与定性分析方法,分析了营销沟通影响要素。通过数据分析、检验得出了消费者在选择传统营销沟通手段,或者Internet沟通手段与企业进行沟通的影响因素,详细分析了这些影响因素之间的关系。据此,本文运用模型构建的方法,设计了基于Internet环境下的交互式营销沟通模型(IMCM),从营销沟通各要素的作用关系、营销沟通各阶段的任务以及整个营销环境中对沟通构成影响的因素三个方面对交互式营销沟通过程进行分析,并对企业如何构建Internet环境下的营销沟通系统提出了五点合理建议。最后,根据IMCM模型给出了企业信息系统与营销沟通平台的集成方法,并对营销通平台的应用给出建议。
The rapid development of Internet technology leads people to the information era. People's lifestyle and the mode of communication have changed profoundly. However, all of the theories and methods of marketing communication are studied in the traditional circumstances. The characteristics of marketing communication on the Internet are ignored, and the research of interactive marketing communication is also scarce. Meanwhile, consumers' habit of marketing communication has also changed on the Internet, which makes traditional marketing communication ways unhelpful for corporations to obtain the superiority over their counterparts nowadays. It is an inevitable choice to implement the marketing communication using Internet. This paper designed an interactive marketing communication model on the Internet on the basis of analytical demonstration, which has both theoretical significance and great value in application for directing enterprises to implement their interactive marketing communication on the Internet.
First, this paper presents a review and summary of the literature on the marketing communication theoretically as well as an analysis of current research and the development trend, pointing out that it is essential for corporations to implement interactive marketing communication on the Internet and it is feasible to explore an communication model. In the following parts, this paper analyzes the factors of influencing marketing communication using the methods of empirical examination and qualitative and quantitative analyses. The analysis and verification of the data comes to a conclusion of the factors affecting consumers in choosing traditional means or Internet in marketing communication. The relations between each factor are also explained. On the basis of above results, this paper designs an interactive marketing communication model(IMCM) on the Internet with the method of building-up models, recounting the relations between each element, the tasks in every step and impact factors respectively. The proposals about how to construct marketing communication systems on the Internet are also advanced. In the end, this paper puts forward the measures of integrating marketing communication platform and information systems, and the advices on the application of the platform.
本文运用理论分析、实证研究的方法,概述了营销沟通相关理论及方法。分析了交互式营销沟通研究现状及其发展趋势,认为Internet环境下企业实施交互式营销沟通是必要的,研究系统沟通模型是可行的。运用实证研究、定量与定性分析方法,分析了营销沟通影响要素。通过数据分析、检验得出了消费者在选择传统营销沟通手段,或者Internet沟通手段与企业进行沟通的影响因素,详细分析了这些影响因素之间的关系。据此,本文运用模型构建的方法,设计了基于Internet环境下的交互式营销沟通模型(IMCM),从营销沟通各要素的作用关系、营销沟通各阶段的任务以及整个营销环境中对沟通构成影响的因素三个方面对交互式营销沟通过程进行分析,并对企业如何构建Internet环境下的营销沟通系统提出了五点合理建议。最后,根据IMCM模型给出了企业信息系统与营销沟通平台的集成方法,并对营销通平台的应用给出建议。
The rapid development of Internet technology leads people to the information era. People's lifestyle and the mode of communication have changed profoundly. However, all of the theories and methods of marketing communication are studied in the traditional circumstances. The characteristics of marketing communication on the Internet are ignored, and the research of interactive marketing communication is also scarce. Meanwhile, consumers' habit of marketing communication has also changed on the Internet, which makes traditional marketing communication ways unhelpful for corporations to obtain the superiority over their counterparts nowadays. It is an inevitable choice to implement the marketing communication using Internet. This paper designed an interactive marketing communication model on the Internet on the basis of analytical demonstration, which has both theoretical significance and great value in application for directing enterprises to implement their interactive marketing communication on the Internet.
First, this paper presents a review and summary of the literature on the marketing communication theoretically as well as an analysis of current research and the development trend, pointing out that it is essential for corporations to implement interactive marketing communication on the Internet and it is feasible to explore an communication model. In the following parts, this paper analyzes the factors of influencing marketing communication using the methods of empirical examination and qualitative and quantitative analyses. The analysis and verification of the data comes to a conclusion of the factors affecting consumers in choosing traditional means or Internet in marketing communication. The relations between each factor are also explained. On the basis of above results, this paper designs an interactive marketing communication model(IMCM) on the Internet with the method of building-up models, recounting the relations between each element, the tasks in every step and impact factors respectively. The proposals about how to construct marketing communication systems on the Internet are also advanced. In the end, this paper puts forward the measures of integrating marketing communication platform and information systems, and the advices on the application of the platform.
引文
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