在竞争日益激烈的市场环境中,成功对一个企业来说远非易事。商铺中各种各样的商品种类越来越多,厂商花费在广告投放上的资金飞速增长,商品的利润日益下降,零售和媒介环境正朝着更复杂,信息量更为膨胀的方向发展。而与此同时,每个商品所分享到的注意力却正往降低,消费者花费在传统媒体上的时间逐渐减少,对媒介的多方轰炸无法招架,他们知道的更多,却关心的更少。 In an increasingly competitive marketplace, success is far from easy for a business. There are more and more various kinds of merchandise in shops, the funds spent on advertising are rapidly increasing, the profits of merchandise are declining, and the retail and media environments are moving towards a more complex and informative expansion. At the same time, the attention that each product shares is declining. Consumers are spending less time in traditional media. They can not afford to bombard the media. They know more but are less concerned .