數位行銷革命：新媒體時代的創意傳播管理

Abstract

The emergence of new media, changing human life, changing the way write business competition, the rapid development of mobile Internet era, in a limited time, the habits and experiences of business owners, advertisers, and consumers and other users to completely change. Existing management theory, has been unable to meet today`s complex communication environment, and therefore need to establish a new creative communication management, the core containing the spread ─ creative communication yuan (meme), communication element has four characteristics, namely a single clear , can share the surname, malleable and can participate in experiential, select the appropriate platform to send communication element in order to trigger creative communication effect. Enterprise through the Internet to gather information and data on large sales or product department was Jieyou association, dissemination of marketing issues under the new media environment is increasingly complex, technological changes in the industry and customers are affecting factors, companies must take advantage of Creative Communication Management framework to find a way out, this thesis document analysis and in-depth interviews manner, explore new media and technology development, companies find a way to adapt to the environment in order to achieve effective marketing, as well as consumers flooded the mobile Internet era, What is different from the integrated Marketing Communication of communication, the present study found that in the past the marketing rules have been unable to fully cope with today`s complex new media era, marketing can be divided into "communication Management" and "creative Communication" two faces were so the relationship between businesses and consumers from opposition to collaboration, serve to overcome difficulties in the era of big data.