不知哪位哲人曾说“每一个时代都应该被超越”。这看上去像一句废话,其实却直白地指出了万物进化的残酷现实,媒介传播也不例外。传统媒体时代如今已被全面超越,新媒体和自媒体的兴起,带来了碎片化的信息和碎片化的触媒习惯。信息的极大丰富和自由流动对于营销而言,是各个品牌在消费者心智上的战争,也就是说营销的对象变成了消费者的思维方式。更进一步说,在碎片化时代做企业营销传播,是 I do not know which philosopher said “Every age should be exceeded.” This looks like a nonsense, in fact, pointedly pointed out the brutal reality of the evolution of all things, the media is no exception. The era of traditional media has now been fully surpassed. The rise of new media and self-media has brought about fragmented information and fragmented catalytic habits. The great wealth of information and free flow of marketing, the brand is in the minds of consumers in the war, that is to say the object of marketing has become the way consumers think. To put it in a nutshell, doing business marketing communications in the era of fragmentation is