网络营销传播的价值三原则

On Three Value Principles of Cyber Marketing Communication

网络和信息技术的发展,促进了营销传播在人本意义上的价值回归,在这种态势中欲求实现营销传播价值,就必须尊崇人性及其网络化的价值转化原则。"长短群"是实现网络营销传播价值的三项基本原则。"短"的核心就在于它缩短了营销距离、降低了营销成本;而"长"就是通过增加价值获得节点,延伸价值获取链;"群"则在网络营销传播中最具有典型意义,"群"代表了一种关系和连接,是同构性和开放性的统一,并且在理论上实现了时间的不断往复和空间的无限广延,是历时性与共时性的统一,它具有超越渠道媒体的终端属性。网络营销传播也因此超越单纯的信息传递和功利性交换,回归到更深邃的人性和人本层面,成为一种生命形态的展示和个性价值的自我实现。

The development of network system and technology has promoted the return of the marketing communication in a humanistic sense. It is suggested in this paper that in order to bring about the value of marketing communication,the principle of＂shortness,longness and group＂involving humanity and value change in the process of networking should be followed. The core of ＂shortness＂manifests its importance in the fact that it shortens the marketing distance and thus decreases the marketing cost. ＂Longness＂,on the other hand,extends the value link by increasing value acquisition points. ＂Group＂,with its most typical significance in the network marketing communication,means a relation and an association,an integration of isomorphism and openness. Moreover,with terminal property of transcending the media channel,it achieves a continuous back-and-forth from the aspect of time and boundless extension spatially,a combination of diachrony and synchrony. Therefore,network marketing communication exceeds simple information transmission and utilitarian exchange,and returns deep to human nature and humanity,which becomes a display of life pattern and self-realization of personality value.