创新与变革：大数据时代的内容生产与营销

Innovation and Changing: the Contents' Production and Marketing in the Era of Big Data

基于逻辑分析,对大数据及其思维革新进行论述,并从生产理念、生产方式、营销对象、营销手段、营销渠道等方面分析大数据对内容生产与营销的影响。本文认为,开放性思维、参与性思维和关联性思维是大数据引致的重要思维变革,这种思维变革引起内容生产与营销模式的转变,即生产理念上从供给导向向需求导向转变、生产方式上从垂直单向向水平互动转变、营销对象上从大众市场向利基市场转变、营销手段上从被动推介向主动推送转变、营销渠道上从单一媒体向全媒体转变。

Based on logic analysis, this article discussed Big data and its mind innovation, and probed the impacts of Big data on content production and marketing from aspects of production concept, production mode, marketing objects, marketing methods, marketing channels. The results showed that, open, participatory, and relevant are important characteristics of Big data, which cause the transformation of production and marketing about content, namely from supply-led to demand-led, vertical unidirectional to horizontal interactive, mass market to the niche one, passive to initiative, monomedia to omnimedia