文献类型：期刊文献

中文题名：场景化营销闭环体系理论新探

英文题名：A new approach to the theory of the scene- based marketing closed-loop system

作者：刘伟[1]

第一作者：刘伟

机构：[1]河南财经政法大学文化传播学院

第一机构：河南财经政法大学文化传播学院

年份：2018

卷号：0

期号：17

起止页码：20-25

中文期刊名：现代广告

外文期刊名：Modern Advertising

语种：中文

中文关键词：场景化营销闭环;社群连接;场景营造;内容互动

外文关键词：Scene marketing closed loop;Community link;Scene creation;Content interaction

摘要：近年来，基于电商平台的营销闭环理念和基于消费升级的场景营销理念，日渐成为广告界学术研究的兴趣方向。现实中，尽管营销闭环理念和场景营销理念在实践中经常合为一体应用，但在理论层面却没有将两者合为一体建构出新媒体时代品牌营销的理想模型。本文以社会科学中理想模型构建的方式，勾列出新媒体时代品牌营销的场景化营销闭环体系、以指导营销传播人员更好地认如与实践。
In recent years, the concept of marketing closed loop based on e-commerce platform and the concept of scene marketing based on consumption upgrading have increasingly become the interest direction of academic research in advertising field. In reality, although the marketing closed loop concept and the scene marketing concept are often integrated into one application in practice, the ideal model of brand marketing in the new media era is not formed in the theoretical level. This paper based on the ideal model of social science, lists the closed loop system of the scene marketing of brand marketing in the new media era, in order to guide the better cognition and practice of the marketing communication personnel.