| 大众传播语境下的小众营销 |
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| 引用本文： | 张建勇,文辉.大众传播语境下的小众营销[J].新闻界,2008(3):9-11. |
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| 作者姓名： | 张建勇 文辉 |
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| 作者单位： | 1. 四川大学文学与新闻学院,成都,610064
2. 四川广电集团,成都,610072 |
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| 摘 要： | 小众营销由于个性化消费和大众传播成本提高而兴起,"终端之争"演变为"小众群体之争"、企业广告传播媒体分化、企业品牌塑造强化个性化消费与社会认同、企业广告评估体系关注非目标消费群体反馈等将成为小众化营销变革趋势。
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| 关 键 词： | 大众传播 小众营销 个性化消费 营销变革 |
Niche Marketing in Mass Communication Cackground |
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| Zhang Jianyong,Wen Hui.Niche Marketing in Mass Communication Cackground[J].Press Circles,2008(3):9-11. |
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| Authors: | Zhang Jianyong Wen Hui |
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| Abstract: | As the minority personalized marketing and mass consumption and the rise of the cost increase,"end the dispute" into a "small minority groups struggle",corporate advertising media division,to strengthen corporate branding personalized consumer and social identity,corporate advertising assessment Consumer concerns of non-target groups will be a small minority of changes in marketing trends. |
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| Keywords: | minority mass niche marketing personalized consumption marketing changes |
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