重建交互性市场的市场营销方式概述(PPT 36页)

Most of Our Marketing and Communication Planning and Implementation
We Controlled All Our Brands and Branding Programs
一切都是建立在一个以说服为本的层次效果模式上。
这个系统看起来是这样的。
Then, Information Technology Changed the Entire Marketplace, Globally!
Today, We Live In a “Push-and-Pull” Marketplace
Most Important, Consumer-Decision System Changes from……
Consumer Decision Route Changes from Linear to Network
From a Single Point-in-Time to a Range of Consumer Choices
S Is for Solution to Consumer Problems and Concerns
S 是消费者寻求解决问题的方案
I Is for Consumer Need for  Information
I 是消费者寻求的信息
V Is for Consumer Questions About Value
V 是消费者对于问题解决方案的价值的衡量
A Is for the Consumer Needs for Access
A 是消费者解决问题的入口
Connecting the SIVA Approach to Seach Capabilities
SIVA and the Seach Platform Provide Solutions to
SIVA模型—基于搜索平台
The New Marketing Logic
That’s what create
..............................