技术驱动视域下数字营销传播的发展进程研究

发布时间：2018-06-03 10:00

本文选题：数字营销传播 + 技术　；参考：《暨南大学》2017年硕士论文

【摘要】：技术的进步是推动社会生产力和生产关系进步的重要力量,它不仅时刻改变着人们的生活方式,也对现代营销传播的变革起着重要的驱动作用。依赖于技术而存在的数字营销传播在二十余年的发展演进中逐渐成熟,现已成为营销传播行业的主流。本研究从技术驱动的视角出发,提出互联网技术和其他多种应用性信息技术共同构成了数字营销传播的支撑性技术体系,此技术体系是推进数字营销传播发展的动力之源。在基础设施层面,互联网主要经历了三个阶段的发展,分别是以个人计算机为主要数字网络终端的PC互联网,以智能手机为主要数字网络终端的移动互联网以及万物互联的物联网。在应用技术层面,互联网可以划分为单向传播的Web1.0、双向传播的Web2.0和多向传播的Web3.0三个阶段,而各阶段典型的网络应用也经历了从网站到社会化媒体到手机App再到智能助理的变化。根据不同时期的技术特征和代表性应用,本文将数字营销传播的发展历程划分为传统网络广告、社会化网络营销传播、移动营销传播和智能营销传播四个阶段,并深入分析各阶段的营销传播模式、营销传播形式和营销传播特点,试图以共时性审视与历时性观照相结合的方法,客观揭示各发展阶段的差异和演进逻辑,对数字营销传播的发展趋势作出预测和展望。技术和数字营销传播的发展遵循着个性化和社会化的规律,是以人为本,帮助人类实现自由全面发展的积极力量,它们在演进过程中不可避免会出现技术异化现象,我们应理性对待,从法制法规、行业规范和道德约束等方面消解异化问题。
[Abstract]:The progress of technology is an important force to promote the progress of social productive forces and relations of production. It not only changes people's way of life at all times, but also plays an important driving role in the transformation of modern marketing communication. Digital marketing communication, which depends on technology, has matured gradually in the development and evolution of more than 20 years, and has become the mainstream of marketing communication industry. From the perspective of technology driving, this study puts forward that Internet technology and other applied information technologies together constitute the supporting technology system of digital marketing communication, which is the motive force to promote the development of digital marketing communication. At the infrastructure level, the Internet has experienced three main stages of development, namely, the PC Internet, which uses personal computers as the main digital network terminal. The mobile internet with smart phone as the main digital network terminal and the internet of things. At the level of application technology, the Internet can be divided into three stages: Web 1.0 with one-way propagation, Web2.0 with two-way propagation and Web3.0 with multi-direction propagation. Typical web applications at all stages have undergone changes from websites to social media to mobile App to intelligent assistants. According to the technical characteristics and representative applications of different periods, this paper divides the development of digital marketing communication into four stages: traditional network advertising, social network marketing, mobile marketing and intelligent marketing. And deeply analyzes the marketing communication mode, the marketing communication form and the marketing communication characteristic of each stage, attempts to reveal the difference and the evolution logic of each development stage objectively by the method of the combination of synchronic examination and diachronic view. The development trend of digital marketing communication is forecasted and forecasted. The development of technology and digital marketing communication follows the law of individuation and socialization, and it is a positive force which is people-oriented and helps human to realize free and all-round development. In the process of their evolution, the phenomenon of technological alienation will inevitably appear. We should treat it rationally and resolve the problem of alienation from the aspects of legal regulations, industry norms and moral constraints.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206-F

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