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基于逻辑分析,对大数据及其思维革新进行论述,并从生产理念、生产方式、营销对象、营销手段、营销渠道等方面分析大数据对内容生产与营销的影响。本文认为,开放性思维、参与性思维和关联性思维是大数据引致的重要思维变革,这种思维变革引起内容生产与营销模式的转变,即生产理念上从供给导向向需求导向转变、生产方式上从垂直单向向水平互动转变、营销对象上从大众市场向利基市场转变、营销手段上从被动推介向主动推送转变、营销渠道上从单一媒体向全媒体转变。
Based on the logical analysis, this article discusses the big data and its thinking innovation, and analyzes the impact of big data on content production and marketing from the aspects of production concept, production mode, marketing target, marketing method and marketing channel. This paper argues that open thinking, participative thinking and associative thinking are important thinking changes caused by big data. Such thinking changes lead to the change of content production and marketing modes, that is, the change of production concept from supply-oriented to demand-oriented, and production mode From the vertical one-way to the level of interactive change, marketing objects from the mass market to the niche market changes, marketing tools from passive to active push to change, marketing channels from single media to all media change.