互联网的出现在传播学中被称为第四次“传播革命”(前三次分别是文字、印刷术、电波的出现)。当互联网再一次改变传播,营销的概念和格局被再次重构。所有从业者要从这点出发,继续思考关于构成现代营销的基础是什么,它又给消费者购买行为带来了哪些改变?在我的观察中,第四次传播革命带来了如下四个重要的变化:第一、信息不再稀缺。在数字化时代,信息是充分的和海量的,一切商品信息都是可获得的。第二、信息的双向流动:大众媒体时代,广告主和媒体掌控信息发布的权利,而在 The emergence of the Internet in communication studies is called the fourth “revolution in communication” (the first three are text, typography and radio waves). Once again the internet has changed its transmission, the concept and landscape of marketing is reconstructed again. From this point, all practitioners should continue to think about what constitutes the basis of modern marketing and what changes it brings to consumers’ purchases. In my observations, the fourth revolution in communication has brought about the following four Important changes: First, the information is no longer scarce. In the digital age, information is sufficient and massive, and all product information is available. Second, the two-way flow of information: the era of mass media, advertisers and media control the right to publish information, and in