从依赖“传媒”到依赖“人媒”——社会化媒体时代的营销变革

A Study on Marketing Reform in Social Media Age——from “Media-dependent”to “Public-dependent”

社会化媒体时代,关系平台成为企业核心的营销平台。在社会化媒体营销中,各种类型的人都会影响到企业的营销及其效果。而在某种意义上,每一种与营销有关的人都是一种渠道与媒介。其中,一般网民是"口碑"的传播媒介,信任代理人是"信任感"的传播媒介,粉丝是"产品文化"的传播媒介,而企业成员则是"企业文化"的传播媒介。在社会化媒体推动下,企业的营销目标也发生了变化,主要体现为:从隔空喊话到零距离对话,从大众化广告到个性化营销,从"二八定律"到"长尾营销",从卖"我的产品"到创造"我们的文化"。

During the social media age,relation platform becomes the key marketing platform of the enterprise. All types of people will exert some certain influence on the marketing and effects of the enterprise in the social media marketing. In a sense,any person related to the marketing is nothing but a channel or media. As a matter of fact,a netizen in general,a trust agent,fans and a member of the enterprise are the media of public reputation,trust,product culture and enterprise culture respectively.With the promotion of social media,the marketing goal of the enterprise changes accordingly,characterized as follows： from spatial calling to zero-distance dialogue; from popular advertisements to individualized marketing; from Pareto＇s Lawto long tail marketing; from ＂selling my product＂to ＂creating our culture＂.