消费社会环境下,消费成为社会生活和生产的主导动力和目标,人们更多关注商品的符号价值、文化精神特性与形象价值。在这种背景下,未来十年中国营销传播将呈现何种状态呢?不同的人会给出不同答案,有些甚至是相互矛盾的。笔者认为,消费形态和消费心理的变化,将促使营销传播模式发生颠覆性变革。 Consumption in the social environment, consumption has become the dominant driving force and goal of social life and production, people pay more attention to the symbolic value of goods, cultural spiritual characteristics and image value. In this context, what is the status of China’s marketing communications in the next decade? Different people will give different answers, some even contradictory. I believe that changes in consumer patterns and consumer psychology, will lead to disruptive changes in marketing communication mode.