THE NETWORK MARKETING STRATEGY UNDER THE ECONOMY OF FRAGMENTATION
Information technology has greatly changed the world. People nowadays are undergoing an irrevocable social transformation. Internet reconstructs the social relationship as well as the consumptive behaviour habit. The economy of mass market graduates into fragmentation, including fragmentation of media, consumer, product and brand. Meanwhile, the consumer experiences a change from scarcity to selectivity surplus. They show new consumptive psychology and preference. The paper deeply studied this economic phenomenon and puts forward effective strategies for the marketers, which mainly about how to build up mutual trust with target group and make the best use of internet word of mouth marketing.
Fragmentation Consumer Psychology Selectivity Surplus Trust Internet Word of Mouth Marketing
Lujie Li Xiaodong Qiu
School of Economics and Management, Beijing Jiaotong University, Haidian District, Beijing, China
国际会议
北京
英文
641-646
2011-06-08（万方平台首次上网日期，不代表论文的发表时间）