“协同创意”已经成为数字时代营销传播的基本原则。如果从理论背景上看,有四种理论与协同创意有着紧密关联——协同论、整合营销传播、创意传播管理和服务主导模式;在实践层面,则有更多的远亲近邻。关于协作、众包、共创、协同创意,目前业界使用的词汇和概念都相关相近而各自不同,这次我们不妨来此梳理,以澄清相关概念的含糊不清。 “Synergy” has become the basic principle of marketing communication in the digital age. If from the theoretical background, there are four kinds of theories and collaborative ideas are closely related - Synergy, integrated marketing communication, creative communication management and service-oriented model; in practice, there are more close relatives. With regard to collaboration, crowdsourcing, co-creation and collaborative creativity, the vocabulary and concepts currently used by the industry are closely related but different from each other. This time we may wish to sort out the concepts so as to clarify the unclear concepts.