网络营销传播的价值三原则

发布时间：2018-05-01 00:32

本文选题：网络营销传播 + 价值原则　；参考：《杭州师范大学学报(社会科学版)》2015年05期

【摘要】：网络和信息技术的发展,促进了营销传播在人本意义上的价值回归,在这种态势中欲求实现营销传播价值,就必须尊崇人性及其网络化的价值转化原则。"长短群"是实现网络营销传播价值的三项基本原则。"短"的核心就在于它缩短了营销距离、降低了营销成本;而"长"就是通过增加价值获得节点,延伸价值获取链;"群"则在网络营销传播中最具有典型意义,"群"代表了一种关系和连接,是同构性和开放性的统一,并且在理论上实现了时间的不断往复和空间的无限广延,是历时性与共时性的统一,它具有超越渠道媒体的终端属性。网络营销传播也因此超越单纯的信息传递和功利性交换,回归到更深邃的人性和人本层面,成为一种生命形态的展示和个性价值的自我实现。
[Abstract]:The development of network and information technology has promoted the return of the value of marketing communication in the sense of humanism. In this situation, if we want to realize the value of marketing communication, we must respect the principle of value transformation of human nature and its network. " Short and short groups are the three basic principles to realize the value of network marketing communication. The core of "short" is that it shortens the marketing distance and reduces the marketing cost, and "long" is to gain nodes by adding value. The "group" represents a relationship and a connection, which is the unity of isomorphism and openness, and theoretically realizes the continuous reciprocation of time and the infinite extension of space. It is the unity of diachronic and synchronic, it has the terminal attribute of transcending channel media. Therefore, the network marketing communication also surmounts the simple information transmission and the utilitarian exchange, returns to the deeper humanity and the humanism plane, becomes one kind of life form display and the individuality value self-realization.
【作者单位】：浙江大学城市学院;
【基金】：杭州市哲学社会科学重点研究基地传播与杭州文化创新中心研究项目
【分类号】：F274;G206

【共引文献】