《创意传播管理》读后感10篇(6)

　　同时，对我来说最有趣的事情在于，现在我们已经形成了一个有关营销传播理念的完整的轮回。整合营销传播理念最初萌生于美国，随后传播到中国并被中国的同行们接受；如今，创意传播管理由我们的中国同行提出，并又被介绍回到美国与我们分享。而最初诞生于美国的互联网，是创意传播管理的基础，正是互联网，为陈刚教授与沈虹博士等建构新一代营销传播理念提供了平台。换句话说，应用美国技术的中国学者，为我们创造出了全新的营销传播发展、规划与执行理念的框架，而我相信它将能有效地适用于世界上绝大部分的市场发展。

　　与单纯地仰仗技术的进步来推动营销传播发展的观点相比，陈刚教授与沈虹博士等建构的是一套基于互联网与相关技术平台，但更为根本且具有人文关怀的系统的营销传播理论。他们之所以能做到这些，是因为他们认为，互联网并非是传统意义上的媒体，而是一种独特的数字生活空间。因而，互联网用户也并不是传统意义上所谓的“目标市场”—营销者想要接触到的一般化的泛化而抽象的消费者群体；而“目标市场”却是超过半个世纪以来美国营销传播理论发展的基础。取而代之的是陈刚教授与沈虹博士的全新理念，他们将每个用户看做是鲜活的个体，即生活者。生活者与环境、相关群体以及其他个体之间有着各种各样的互动行为，同时，这些鲜活的个体也与各种层面的营销传播活动相互关联并产生互动。因此，在互联网这样的数字生活空间，商业机构必须与生活者相互依存才能获得成功。所以，营销者必须将自己定位于为生活者提供所需要的各种服务的供应商，即生活服务者。对日渐明显、清晰的数字时代而言，这是一种颠覆性的、独特并且行之有效的营销传播理念。

　　我非常高兴能被邀请为这本由我的两位亲密友人和同行—陈刚教授与沈虹博士—所撰写的激动人心的新书作序。我相信他们的研究代表着未来整合与协同的发展方向，这一探索既能帮助商业机构解决所面对的普遍而根本的问题，又能有助于他们思考如何在特定的市场环境中发展。在数字生活空间之中，只有通过与所有的人和参与者进行分享，才能保证自身的繁荣与发展。而这本书正是把这样的前景呈现在我们面前。

　　总之，阅读本书，我们将会了解互联网所带来的互动世界到底发生了什么变化，我们将能了解营销传播能够而且必须如何发展。我相信阅读本书对读者而言将会是一段非常有趣的旅程，这个旅程将由两位优秀的中国学者，也是我的最亲密的两个朋友引领。

　　唐 E. 舒尔茨

　　美国西北大学终生荣誉教授

　　2011年12月

　　THE NEXT STAGE OF COMMUNICATION

　　I am very honored to have been asked by Professors Chen and Shen to write the Preface for their new book, Creative Communication Management. They have told me that much of their thinking has been influenced by the concept of Integrated Marketing Communication (IMC) which my colleagues at Northwestern University in the U.S. and I developed several years ago. The output of our initial work was presented in another book, Integrated Marketing Communications: Putting It Together And Making It Work (Schultz, Tannenbaum and Lauterborn, 1993). Published in 1993, that was the first text published on IMC.

　　About two years after the U.S. publication of the IMC book, it was translated into Chinese in China’s Taiwan. As a result of strong support from the Taipei advertising agency community, the book and IMC traveled to the mainland of China. As a result of that translation, by the time I made my first trip to China in 2001, the concept of IMC was well known. It had even been applied by several Chinese companies with varying levels of success.

　　Chinese marketing executives found the holistic and circular nature of the IMC concept fit very well with the culture and views of Chinese consumers. In addition, the IMC premise that marketing communication could and should be focused on the consumer, rather than just on the product or the marketing organization, was quickly grasped and supported by the Chinese marketing and communications academic community. They considered IMC to be the future of the entire field of marketing communication.

　　One of the strongest supporters of concept of Integrated Marketing Communication or IMC was Professor Chen Gang at Peking University. As one of the leading advertising educators in China, Chen’s support of the IMC concept did much to build academic and industry acceptance for this new and different way to think about planning and developing marketing communication, particularly in an emerging market. As a result of Chen’s support, discussions of IMC were widespread among marketers, agencies, the media and academic institutions across China. And, those discussions continue even today.

　　Clearly, Professor Chen Gang has been one of the strongest advocates for IMC but, he has also been one of its most thoughtful critics. He quickly acknowledged the overall value of the IMC concept but also recognized that the approach, as developed in the United States, could not be totally adopted in China. Instead, it needed to be adapted into the rapidly growing Chinese marketplace. Professor Chen did that, and did it well.

　　At the American Academy of Advertising Asia Pacific Conference held in Beijing in 2009, Professor Chen presented a working paper titled “Emerging Markets, Synchronous Competition and IMC” (Chen, 2009) during a plenary session devoted to the subject. In that paper/discussion, Chen outlined how the Chinese market had developed in three identifiable phases over time, driven by what he termed “synchronous competition”. Simply put, Chen described China as going through three stages of development. He called the first “Competition in Products”, the second “Competition in Distribution” and the third, “Competition in Brand”. He suggested that China, as it developed the Chinese system of a market economy, was going through all three stages simultaneously. Thus, IMC was not one single concept or theory in China but, like the country itself, it was multi-layered and continuously evolving. That one paper, and that one discussion, changed my concept of IMC and how it likely would develop around the world. Therefore, I would like to publicly thank Professor Chen for that insight and his furthering of my education on China and emerging economies. …… 此处隐藏：2947字，全部文档内容请下载后查看。喜欢就下载吧 ……