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影响力营销在我众多的研究课题当中是一个独特的课题,它不是来自于书本,也不是纯粹来源于理论,更重要的是来自于实践的呼唤。我跟企业、媒体长期沟通后,越来越认为这个问题很重要,所以我们把这个问题作为一个研究的课题。影响力营销实际上主要是两个方面:一个是媒介,一个是企业,因为媒介在当今社会对经济的发展起到了越来越重要的作用,所以我们这里更多地关注媒介的因素。长期以来,发行量、覆盖率、收视率等数据只反映了媒体之间“量”的差距,却忽略了“质”的差异,因此我们需要一个能够真正反映媒体价值的指标,而目前看来,这个指标就是影响力。
Influential marketing is a unique subject in many of my research topics. It is not derived from books, nor is it purely theoretical and, more importantly, from the call of practice. After long-term communication with enterprises and the media, I think this issue is more and more important. Therefore, we regard this issue as a research topic. Influential marketing is actually mainly two aspects: one is the media and the other is the enterprise. Because the media plays an increasingly important role in economic development in today’s society, we pay more attention to the media factors here. For a long time, data such as circulation, coverage and ratings only reflected the “quantity” gap between media but neglected the difference of “quality”. Therefore, we need an indicator that can really reflect the value of the media. , This indicator is the influence.