个性化互联网时代营销传播模式解析

Marketing Communications Mode in the Personalized Internet Era

2004年，基于互联网的发展，日本电通公司提出了著名QAISAS营销传播模式，改变了传统的AIDMA模式。个性化互联网时代的到来引发了营销传播模式又一次深刻的转变，本文总结了个性化互联网时代的传播特点，通过对经典案例的深入解析，在AISAS模式的基础上，提出了“IASAS＋”模式。。继而指出，IASAS＋模式的展开，关键在于营销者能否提供与目标受众关联性强且具话题性的事件种子，并让这棵种子在目标受众的持续关注下茁壮成长。最后，本文总结了个性化互联网时代事件种子的特点和类型。

In 2004, based on the development of desktop lnternet, the Dentsu Inc put forward the famous AISAS marketing communications mode, changed the traditional AIDMA mode. Personalized Internet era has triggered another historic change in the marketing communications mode. This research is aimed to analyze and construct the new communications mode. This article summarizes the characteristics of the personalized Internet era. Based on the deep analysis of classic cases and the AISAS mode, this article proposes the ＂IASAS ＋＂ mode. Then points out that the key of the mode is that the marketers can provide with the target audience strong relevance and topicality event seed, and let the seed grow sturdily in the sustained attention of target audience. Finally, this article summarizes the characteristics and types of event seed in the personalized Internet era.