数字营销传播背景下的新型社会形态研究

New Social Form under Background of Digital Marketing and Communication

随着数字营销传播的发展,社会形态发生了巨大的改变。数字营销传播的载体改变了传统的生活方式,让消费和传播变得更加精准,各种各样私人化的定制服务满足了人们个性化的需求。这种新型的营销传播方式让消费者在市场中占据了主导位置。数字技术在改变生活方式的同时,也改变着人们的认知系统和价值观念。经过数字营销传播的洗礼,社会结构重新部落化,沟通变得更加平等。行业之间开始融合,不同领域的行业边界变得模糊不清。以往的营销传播理念已无法满足当今大变革时代的需求,新型社会形态需要全新的营销传播理论与之相对应。

With the development of digital marketing and communication, great changes have taken place in social form. Carriers of digital marketing and communication have changed traditional way of life, making consumption and communication become more precise and producing various customized services that can satisfy people＇s individualized demands. And consumers begin to occupy a dominant position in market because of this new type of marketing and communication. When digital technology is changing people＇s lifestyle, it is also changing their cognitive system and concept of value Through the baptism of digital marketing and communication, social structure is retrihalized, and communication becomes more equal. Different businesses begin to integrate with each other, and boundaries between them become increasingly vague Traditional concept of marketing and communication cannot meet the requirements of present era of great changes, and new social form calls for corresponding new marketing and communication theories.