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数字时代的大背景为企业带来了更多与数字生活空间[1]中的生活者[2]互动的机会,创意传播与传播管理也更加受到企业的重视。企业在面临传统商业运营中的渠道与传播的费用壁垒时,也更多得去考虑产品的社会化商业运作。本文结合作者在广告公司与企业的从业经验,尝试去探讨企业社会化商业运营体系的搭建和创意传播管理在其中的应用,以为企业在探索社会化商业运营和创意传播管理的落地起参考和借鉴的作用。
The background of the digital age has brought more opportunities for enterprises to interact with the people living in the digital living space [1]. The management of creative communication and dissemination is also valued by enterprises. Enterprises in the face of traditional business operations in the channel and spread the cost barriers, but also have more to consider the product of social business operations. Based on the author's experience in advertising companies and enterprises, this article attempts to explore the establishment of social business operation system and the application of creative communication management in the process. In this paper, the author attempts to find reference and lessons for enterprises in exploring social business operations and creative communication management. Role.