中国数字营销传播企业“软实力”测评——以数字营销传播服务提供商为研究范畴

发布时间：2018-04-20 23:16

本文选题：数字营销传播 + 软实力　；参考：《现代传播(中国传媒大学学报)》2017年03期

【摘要】：近年来,以互联网思维、大数据技术、数字化创意及设计为主体特征的数字营销传播行业发展迅速。以典型调查配合问卷调查,对北、上、广、深三十余家数字营销标杆企业的高层管理者进行了个人深访。基于调研,对数字营销传播、数字营销传播行业的"软实力"、跨界思维等概念进行了界定;初步建立了数字营销传播行业"软实力"的测评指标体系;从受访者角度探讨了数字营销传播企业的核心竞争能力,分析了知识创新在核心竞争能力形成中的重要作用。
[Abstract]:In recent years, digital marketing communication industry, characterized by Internet thinking, big data technology, digital creativity and design, has developed rapidly. With typical investigation and questionnaire survey, the senior managers of more than 30 digital marketing benchmarking enterprises in North, Shanghai, Guangzhou and Shenzhen were interviewed. Based on the investigation, the paper defines the concepts of "soft power" and "cross-border thinking" in digital marketing communication industry, and establishes the evaluation index system of "soft power" in digital marketing communication industry. This paper discusses the core competence of digital marketing communication enterprises from the angle of interviewees, and analyzes the important role of knowledge innovation in the formation of core competence.
【作者单位】：暨南大学新闻与传播学院;天津师范大学新闻传播学院;
【分类号】：G206-F;F274

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