中小企业自媒体传播现状调查——基于“知沟”理论的实证研究

Current Situation of We-Media Communication in Small and Medium-sized Enterprises: An Empirical Research Based on “Knowledge Gap” Theory

随着新媒体技术的发展,消费者的生活习惯逐渐被改变,使得企业需要以新的方式审视企业的营销行为,新营销理念逐渐在企业营销活动中得以实践。由于区域性经济差异,欠发达地区中小企业营销思想的更新远不如发达地区企业的速度。通过对欠发达地区企业自媒体传播现状研究,结合"知沟"理论探讨企业在新营销思想普及中存在的"知沟"问题。研究采用深度访谈的形式,在淮北选取具有代表性的43家企业,展开深度调研。研究发现:本地企业新媒体营销发展存在诸多困境,与发达地区存在较大差距,造成这种"知沟"的差距不在于媒介技术和媒介资源的缺失,而在于企业营销决策者思想封闭、企业营销观念落后、新媒体人力资源贫乏。

With the development of new media technology, consumer habits have changed gradually, which make the enterprise rethink the enterprise marketing behavior in new ways. New marketing thoughts New marketing thoughts have been popularized. Due to regional economic differences, the marketing thoughts of small and medium-sized enterprises in less developed areas is far less than that of enterprises in developed regions. In this article, we just study the status of the enterprises, and discuss the problem of the new marketing ＂information gap＂ in the undeveloped world. In the form of a deep interview, it＇s a survey of 43 enterprises in Huaibei. It is discovered that there are a lot of problems in the development of new media marketing in local businesses, and that cause of ＂information gap＂ is not the absence of medium technology and the media resources, but the backward thinking and lose of human resources in new media.