信息、知识与市场权力——论数字传播技术驱动下的消费者信息增权

Information,Knowledge and Market Power: Customer Information Empowerment Driven by Digital Communication Technology

本文在对信息、知识与权力的关系进行分析的基础上,首先指明市场信息权力是企业与消费者之间最为重要的权力关系,再结合数字化时代背景,探究数字传播技术驱动下消费者信息增权的实现路径:数字传播技术一方面促使外部市场信息供给由稀缺变得极大丰富,另一方面通过为消费者提供一种传播技术赋权,既从根本上改变了消费者在信息获取上对外界的过度依赖,更为其低成本地获取信息、高效地交换信息以及增强彼此间的有效连接提供了技术支撑,进而打破了基于信息不对称所形成的传统市场权力格局,这将对企业营销传播的变革带来重要启示。

Based on the analysis of the relationship between information, knowledge and power,this article points out that the information power is the paramount power relationship between enterprises and consumers. Coupled with the background of digital era,this article explores the realization path of consumer information empowerment driven by digital communication technology. On the one hand the digital communication technology enriches external market information supply. On the other hand,by empowering the consumers with communication technology,the digital communication technology not only changes the excessive dependence of consumers on information acquisition,but also provides technical support for low-cost access to information, efficient exchange of information, and enhanced effective connectivity between consumers. In doing so, it breaks the traditional market power pattern based on information asymmetry which is very helpful for the transformation of enterprise marketing and communication.