不在社区,就在去社区的路上

发布时间：2018-04-24 21:08

  本文选题：不在 + 社区　； 参考：《销售与市场》2008年25期

【摘要】：在《世界是平的》一书中,作者托马斯·弗里德曼把"个人上传驾驭社区"定义为碾平世界的十大动力之一。当我们把社区的概念放大到"凡是有网民交流的地方都可以成为社区"时,我们不得不承认,随着网络、网民的成熟,随着网民数量的继续滚雪球,以及上传行为的普遍化、习惯化,互联网正在孕育一个新的宏观景象:去门户化与社区崛起。一方面,与社区相比,网民在门户网站的浏览时间在减少。另一方面,社交网站在社区化,web2.0网站在社区化,IM 在社区化,搜索引擎在社区化,电子商务也在社区化……社区化趋势背后是消费者行为模式的深刻变革,他们前所未有地希望获得主动与主导。如果你是一个"强悍"的企业,喜欢居高临下地告诉消费者该怎样做,如果你是一个擅长"简化"工作的企业,总能把网络营销简化为做几个互联网硬广告,或者做几次体验营销、病毒营销什么的,那么在社区化时代,也许你要和过去作沉痛的告别了。
[Abstract]:In the book the World is flat, author Thomas Friedman defines "individual upload and control community" as one of the top ten driving forces to crush the world. When we magnify the concept of community to "where there are Internet users can be communities," we have to admit that, as the Internet, the number of netizens, continues to snowball, and uploads become universal, we have to admit that with the maturity of the Internet, the number of Internet users continues to snowball, and the spread of uploading behavior. Habituation, the Internet is giving birth to a new macro scene: deportalization and the rise of communities. On the one hand, compared with the community, Internet users in the portal browsing time is reduced. On the other hand, social networking sites in the community and Web 2.0 sites in the community of IM in the community, search engines in the community, e-commerce is also in the community. Behind the trend of community is the profound change of consumer behavior model, they hope to get initiative and leadership. If you are a "tough" company that likes to tell consumers what to do from a condescending perspective, and if you are a company that is good at "simplifying", you can always simplify online marketing into a few hard Internet ads. Or do a few experience marketing, virus marketing and so on, then in the age of community, you may want to say goodbye to the past.
【分类号】：F49
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本文编号：1798258