簡(jiǎn)介：中文中文4400字出處SUCH,FANKK,SUPYANEMPIRICALSTUDYOFPRACTICABILITY,HEDONICANDINTERACTIVEMEDIAFORINTENTIONTOWARDCULTURALCREATIVEAPPDESIGNC//INTERNATIONALCONFERENCEONAPPLIEDSYSTEMINNOVATION201614實(shí)用性，用性，隱藏和互藏和互動(dòng)媒體媒體對(duì)文化文化創(chuàng)意APP設(shè)計(jì)設(shè)計(jì)意圖的實(shí)證實(shí)證研究研究CHUNGHOSU,KUOKUANGFAN,POYUANSUL臺(tái)灣高雄舒特大學(xué)動(dòng)畫游戲設(shè)計(jì)系2國(guó)家云林科技大學(xué)設(shè)計(jì)研究院，臺(tái)灣3臺(tái)灣語(yǔ)言文化大學(xué)數(shù)字內(nèi)容應(yīng)用與管理系A(chǔ)MIC6033STUEDUTW,BFANKKYUNTECHEDUTW,CA0938825858GMAILCOM摘要摘要隨著文化創(chuàng)意產(chǎn)業(yè)的全球浪潮和演變，文化創(chuàng)意產(chǎn)業(yè)發(fā)展法在2010年在臺(tái)灣成功發(fā)布。這促進(jìn)了相關(guān)工藝產(chǎn)業(yè)向文化創(chuàng)意產(chǎn)業(yè)轉(zhuǎn)型，建立私營(yíng)品牌。為了促進(jìn)文化創(chuàng)意產(chǎn)業(yè)的發(fā)展，政府也加強(qiáng)了藝術(shù)創(chuàng)作與文化保護(hù)，文化藝術(shù)的融合。因此，文化創(chuàng)意產(chǎn)品的應(yīng)用正在朝多元化方向發(fā)展。特別是數(shù)字創(chuàng)意APP（應(yīng)用程序）成為現(xiàn)代青少年流行的娛樂與互動(dòng)平臺(tái)。在這種情況下，了解文化優(yōu)勢(shì)，整合創(chuàng)意與設(shè)計(jì)，是加強(qiáng)臺(tái)灣文化創(chuàng)意產(chǎn)業(yè)文化創(chuàng)意產(chǎn)業(yè)的關(guān)鍵因素。因此，了解數(shù)字創(chuàng)意APP使用意圖和態(tài)度成為主要的研究課題。本研究旨在開發(fā)一種文化和創(chuàng)意APP，以及數(shù)字創(chuàng)意APP用戶的嚴(yán)格和經(jīng)驗(yàn)意義的數(shù)字創(chuàng)意APP使用意圖和態(tài)度規(guī)模。文化創(chuàng)意APP的特點(diǎn)首先通過文獻(xiàn)綜述，專家訪談，測(cè)量項(xiàng)目的凈化和預(yù)測(cè)，以及正式問卷的可靠性和有效性評(píng)估來推廣實(shí)用性，享樂主義和媒體互動(dòng)。丘吉爾（1979）和DEVELLIS（L99L）以及相關(guān)尺度研究的建議被用來衡量數(shù)字創(chuàng)意APP使用意圖和態(tài)度。結(jié)果表明，針對(duì)文化創(chuàng)意APP設(shè)計(jì)的實(shí)用性，娛樂性和媒體互動(dòng)性的最佳預(yù)測(cè)指標(biāo)是使用態(tài)度（R20547），其次是打算使用（R20528），實(shí)用性（R20408），娛樂R2018）。本研究提出了針對(duì)文化創(chuàng)意APP設(shè)計(jì)的一般擴(kuò)展技術(shù)驗(yàn)收模式。我們提出的模型解釋了528％的行為意圖差異?？傮w發(fā)現(xiàn)表明，使用態(tài)度和打算使用可能會(huì)增加其功能，作為程序意圖對(duì)文化創(chuàng)意APP設(shè)計(jì)的關(guān)鍵因素。關(guān)鍵詞文化創(chuàng)意產(chǎn)業(yè)，技術(shù)驗(yàn)收模式，計(jì)劃行為理論，媒關(guān)鍵詞文化創(chuàng)意產(chǎn)業(yè)，技術(shù)驗(yàn)收模式，計(jì)劃行為理論，媒體豐富理論體豐富理論介紹介紹伴隨著全球文化創(chuàng)意產(chǎn)業(yè)的發(fā)展和浪潮，文化創(chuàng)意產(chǎn)業(yè)發(fā)展法在2010年在臺(tái)灣圓滿落幕，鼓勵(lì)相關(guān)工藝品行業(yè)轉(zhuǎn)型為文化創(chuàng)意產(chǎn)業(yè)，創(chuàng)造自主品牌。為了促進(jìn)文化創(chuàng)意產(chǎn)業(yè)的發(fā)展，政府也加強(qiáng)了藝術(shù)創(chuàng)作和文化保護(hù)以及文化與科技的結(jié)合。因此，文化創(chuàng)意產(chǎn)品的應(yīng)用成為多元化特別是數(shù)字文化創(chuàng)意APP成為現(xiàn)代青少年流行的娛樂與互動(dòng)平臺(tái)。數(shù)字內(nèi)容產(chǎn)業(yè)是公眾最普遍接受和青睞的。在技術(shù)不斷創(chuàng)新和移動(dòng)設(shè)備繁榮發(fā)展的今天，許多創(chuàng)意APP成為可行的設(shè)計(jì)然而，具有文化和創(chuàng)意設(shè)計(jì)的APP是罕見的。在這種情況下，它突出了開發(fā)可接受的移動(dòng)文化和創(chuàng)意APP的重要性。麥克德莫特（1991）指出，設(shè)計(jì)必須回到人文與美學(xué)的觀點(diǎn)技術(shù)只是技能援助，但不能用于指導(dǎo)設(shè)計(jì)。因此，在人文關(guān)懷中設(shè)計(jì)可接受的APP是一個(gè)主要問題。根據(jù)信息產(chǎn)業(yè)研究所（2013）對(duì)臺(tái)灣互聯(lián)網(wǎng)用戶網(wǎng)絡(luò)娛樂服務(wù)使用行為的調(diào)查，約80％的智能手機(jī)用戶下載了APP，超過50％的下載APP是娛樂APP。雖然娛樂手機(jī)APP具有競(jìng)爭(zhēng)力，但具有文化創(chuàng)意內(nèi)容的應(yīng)用仍處于發(fā)芽和發(fā)展階段。因此，可接受的文化和創(chuàng)意APP的設(shè)計(jì)和用戶行為的因素變得更加重要。通過分析基于技術(shù)接受模型（TAM），計(jì)劃行為理論（TPB）和媒體豐富理論的文獻(xiàn)，擴(kuò)展了模型，構(gòu)建了使用文化創(chuàng)意APP的意圖的測(cè)量模型，整合了實(shí)用性，娛樂性，媒體互動(dòng)。二要使用文化創(chuàng)意APP的意圖需要實(shí)現(xiàn)。有大量的數(shù)字APP用戶，每個(gè)人都表現(xiàn)出不同的態(tài)度和接受APP。這項(xiàng)研究預(yù)計(jì)在接受數(shù)字文化和創(chuàng)意APP提供的服務(wù)后，可以了解用戶的態(tài)度和行為意圖。與傳統(tǒng)技術(shù)接受模型不同，數(shù)字文化創(chuàng)意APP相關(guān)思想被納入研究模式中，通過擴(kuò)展完整的技術(shù)接受模型，了解數(shù)字文化和創(chuàng)意APP用戶的行為意圖。它旨在將有限的資源投入重要的變量來實(shí)現(xiàn)最大的效率。相關(guān)文獻(xiàn)和研究假說相關(guān)文獻(xiàn)和研究假說A技術(shù)接受模型（TAM）根據(jù)DAVIS（1989）技術(shù)接受模型，用戶對(duì)系統(tǒng)的態(tài)度受感知易用性和感知有用性的影響，用戶的行為意圖受到態(tài)度和感知有用性的影響，感知有用性也會(huì)影響感知的易用性。這種模型廣泛應(yīng)用于各種關(guān)于技術(shù)接受行為的研究，并且模型中的假設(shè)已經(jīng)被驗(yàn)證了幾次（VENKATESH＆BALA2008AHN等人2007MOON＆KIM200L）。因此，技術(shù)接受模型的假設(shè)包括在本研究中。H5可行性對(duì)態(tài)度產(chǎn)生積極影響。H7可行性對(duì)行為意圖表現(xiàn)出積極的影響。H8使用態(tài)度顯示對(duì)行為意圖的積極影響。B計(jì)劃行為理論（TPB）AJZEN＆FISHBEIN（1975）認(rèn)為態(tài)度和主觀規(guī)范是行為意圖的主要因素。從過去的研究中，TPB可以用來解釋不同類型的行為，并有很好的解釋。在樂趣過程中，與想象力，感覺，樂趣和符號(hào)意義相關(guān)的元素通常與娛樂（HIRSCHMAN＆HOLBROOK，1982）一起出現(xiàn)，這可能是節(jié)日或淡季的感覺（SHERRYL990）。娛樂的特點(diǎn)往往適用于行為研究（SCARPI2005SHERRYL990），并呈現(xiàn)主觀和個(gè)人內(nèi)容（BABINETAL。，1999）。從使用系統(tǒng)的角度來看，用戶認(rèn)為決策系統(tǒng)的更高“娛樂”將表現(xiàn)出更高的使用意圖（GOPAL等人，1993）。因此，本研究提出了以下假設(shè)。H4娛樂表現(xiàn)出對(duì)態(tài)度的積極影響。H6娛樂對(duì)行為意圖產(chǎn)生積極影響。C媒體豐富理論WANG,HSIEH,ANDSONG（20L2）指出了用戶感知媒體豐富度對(duì)娛樂感覺的積極影響。沙利文（L999）解釋說，互動(dòng)是信息系統(tǒng)與用戶之間的對(duì)話除了交互之外，信息系統(tǒng)用戶可以響應(yīng)信息系統(tǒng)在此過程中提供的信息和內(nèi)容。COYLE＆THORSON（200L）認(rèn)為互動(dòng)性對(duì)信息系統(tǒng)的實(shí)用性的積極影響以及對(duì)使用和使用行為態(tài)度之間更好一致性的協(xié)助。H1媒體互動(dòng)對(duì)娛樂產(chǎn)生積極影響。H2媒體互動(dòng)對(duì)使用態(tài)度產(chǎn)生積極影響。圖2結(jié)構(gòu)模型的路徑系數(shù)一般來說，R2中的內(nèi)源性構(gòu)建體模型被評(píng)估為PLS中的整體擬合度（HULLAND，L999）。在圖2中，四個(gè)內(nèi)在結(jié)構(gòu)的R2顯示娛樂性086，使用態(tài)度0574，實(shí)用性0408，行為意向0528，對(duì)使用態(tài)度和行為意圖態(tài)度R2高。它代表行為意圖與四個(gè)前提和小不明原因殘差之間的有利解釋。它揭示了行為意圖和前提之間的良好的適應(yīng)性。娛樂的R2略低，可能是因?yàn)锳PP的實(shí)用性和實(shí)用性被強(qiáng)調(diào)在數(shù)字文化和創(chuàng)意APP上。因此娛樂不是數(shù)字文化和創(chuàng)意APP的主要應(yīng)用?？偠灾膫€(gè)內(nèi)生結(jié)構(gòu)表現(xiàn)出有利的解釋，揭示了研究模式的良好解釋，符合科恩（1988）提出的原則。結(jié)論結(jié)論和建和建議研究結(jié)果表明，支持8個(gè)假設(shè)，每個(gè)假設(shè)的路徑系數(shù)具有很高的意義，表3比較假設(shè)驗(yàn)證與相關(guān)研究，結(jié)論和建議如下。TABLE3假設(shè)檢驗(yàn)結(jié)果由于PLS沒有提供通過GOF（TENENHAUS，AMATO，＆ESPOSITOVINZI，2004）“驗(yàn)證PLS模型”的整體模型擬合指標(biāo)，因此有一些標(biāo)準(zhǔn)來評(píng)估模型的有效性。根據(jù)本研究路徑系數(shù)的總體效應(yīng)和解釋（R2053）的積極性，實(shí)用性，娛樂性和媒體互動(dòng)性對(duì)使用態(tài)度和行為意圖的態(tài)度提出了高度的解釋。此外，本研究中模型的適合度指標(biāo)（GOF056）與COHEN（1988）最大擬合優(yōu)度匹配，揭示了整個(gè)模型的良好評(píng)估和預(yù)測(cè)。此外，在將研究模型中使用的媒體交互性路徑添加到態(tài)度之后，解釋的方差增加（從383％變?yōu)?74％），效應(yīng)值F2019，顯示出從小到中的效應(yīng)值的增加添加路徑（COHEN，1988）。加入行為意圖的娛樂路徑后，方差解釋也增加（從306％變?yōu)?28％），影響值F2022，增加路徑后從小到中增加效應(yīng)值（COHEN，1988）。潛在構(gòu)造的Q2值大于0，揭示了路徑模型與構(gòu)造之間的預(yù)測(cè)相關(guān)性。因此，研究模型對(duì)數(shù)字文化和創(chuàng)意APP的行為意圖進(jìn)行了預(yù)測(cè)，整體模型評(píng)估和研究模型呈現(xiàn)出良好的適合性。因此，本研究中提出的8項(xiàng)假設(shè)得到了顯著的支持。換句話說，當(dāng)實(shí)用性，娛樂性和媒體互動(dòng)性的因素被整合到數(shù)字文化和創(chuàng)意APP設(shè)計(jì)中時(shí)，用戶將顯示出高度的使用意圖。致謝本研究得到中華民國(guó)國(guó)家科學(xué)委員會(huì)的支持，合同號(hào)為NSC14042410H366003，NSC14042622H366001CC3。參考文獻(xiàn)參考文獻(xiàn)1AHN，T，RYU，S，ANDHAN，I（2007）。“網(wǎng)絡(luò)質(zhì)量和娛樂對(duì)用戶接受在線零售，信息與管理的影響”（443），263275。2ARMSTRONG，JS，＆OVERTON，TS（1977）。估計(jì)郵件調(diào)查中的無(wú)回應(yīng)偏差。市場(chǎng)研究雜志，14，396402。3BABIN，BJDARDEN，WR。和MITCH，G。（994），“工作和/或樂趣衡量享樂和功利購(gòu)物價(jià)值”，消費(fèi)者研究雜志，VOL。20，第4期，第644656頁(yè)4CHIN＆NEWSTED，PR。（L999）。使用偏最小二乘法的小樣本的結(jié)構(gòu)方程建模分析。在RHOYLE（ED。），“SMALLSAMPLERESEARCH”的統(tǒng)計(jì)學(xué)策略307341。千橡，加利福尼亞圣人出版社5CHIN，WW，（L998）。部分最小二乘法結(jié)構(gòu)方程模型，現(xiàn)代商業(yè)研究方法，L5（2），295336。6CHIN，WW，（L998B）“結(jié)構(gòu)方程模型的偏最小二乘法”，“現(xiàn)代商業(yè)研究方法”，MARCOULIDES，GA。（ED。），LAWRENCEERLBAUMASSOCIATES，MAHWAH，NJ，PP。I2951336。7COHEN，J。（1988）。行為科學(xué)的統(tǒng)計(jì)權(quán)力分析。HILLSDALE，NJLAWRENCEERLBAUM。8COYLE，JR和THORSON，E（200L），“網(wǎng)絡(luò)營(yíng)銷網(wǎng)站中互動(dòng)性和鮮明度進(jìn)步水平的影響”，廣告刊物，VOL。30，NO3，PP6577。9DAVIS，F(xiàn)D。（1989），“感知有用性，感知易用性和用戶對(duì)信息技術(shù)的接受”，MISQUARTERLY，VOL。13，第3期，第3L9340頁(yè)。10FISHBEIN，M和AJZEN，I（1975）。信仰，態(tài)度，意圖和行為理論和研究的介紹，愛沙尼亞，衛(wèi)斯理，波士頓，11FORNELL，CG，JOHNSON，MD，ANDERSON，EW，CHA，J，＆BRYANT，BE。（996）。美國(guó)客戶滿意度指數(shù)性質(zhì)，目的和結(jié)果。營(yíng)銷學(xué)報(bào)，60，718。L2FORNELL，C，＆LACKER，DF。（198）。具有不可觀測(cè)變量和測(cè)量誤差的結(jié)構(gòu)方程模型。營(yíng)銷研究雜志，18（L）3950。13GEFEN，D，STRAUB，DW，＆BOUDREAU，MC。（2000）。結(jié)構(gòu)方程建模技術(shù)和回歸研究實(shí)踐指南。AIS的通信，（7），178。14GOPAL，A，BOSTROM，RP。和CHIN，WW。（L993），“應(yīng)用自適應(yīng)結(jié)構(gòu)理論研究群體支持系統(tǒng)使用過程”，管理信息系統(tǒng)學(xué)報(bào)，VOL。9，第3期，第4569頁(yè)。15HIRSCHMAN，EC。和HOLBROOK，MB（1982），“新聞消費(fèi)新興概念，方法與命題”，“營(yíng)銷學(xué)報(bào)”，VOL。46，NO3，PP。16HOCK，C，RINGLE，CM。，＆SARSTEDT，M（2010）。多用途體育館的管理服務(wù)界面的重要性和績(jī)效測(cè)量。國(guó)際服務(wù)技術(shù)與管理雜志，L4，L88207。17HULLAND，J（L999）。在戰(zhàn)略管理研究中使用偏最小二乘法（PLS）對(duì)最近的四項(xiàng)研究進(jìn)行了回顧。戰(zhàn)略管理雜志，20（2），95204。18KRISTENSEN，K，MARTENSEN，A，＆GRNNHOLDT，L。（2000）。丹麥丹麥客戶滿意度測(cè)量歐洲客戶滿意度指數(shù)方法的應(yīng)用結(jié)果。全面質(zhì)量管理，LL，L007L0L5。19MOON，JWANDKIM，YG。（200L），“EXTENDINGTHETAMFORAWORLDWIDEWEBCONTEXT”，INFORMATION＆MANAGEMENT，VOL。38，第4號(hào)，217230。20SCARPI，D。（2005），“專業(yè)商店的HEDONIC和功利行為”，“營(yíng)銷評(píng)論”5，NO1，PP3144。2L雪莉，JF，JR（1990），“美國(guó)中西部跳蚤市場(chǎng)的社會(huì)文化分析”，消費(fèi)者研究雜志，VOL。17號(hào)，第L期，1330。22SLACK，N。（1991）。重要性績(jī)效矩陣作為改進(jìn)優(yōu)先級(jí)的決定因素。國(guó)際運(yùn)行和生產(chǎn)管理雜志，44，5975HPATHVALUETVALUERESULTSHLMIEN0434L64SUPPORTEDH2MIATT028296LSUPPORTEDH3MIPR0649045SUPPORTEDH4ENATT0292024SUPPORTEDH5PRATT0363374SUPPORTEDH6ENBI0382949SUPPORTEDH7PRBI0282459SUPPORTEDH8ATTBI023L692SUPPORTED

簡(jiǎn)介：中文中文3050字，字，1900單詞，單詞，10000英文字符英文字符出處出處GABERIISTHERESTILLACRISISINPUBLICCOMMUNICATIONIFTHEREEVERWASONETHEUKEXPERIENCEJJOURNALISMTHEORY,PRACTICEINSTEAD,THEREAREAMULTITUDEOFCACOPHONOUSVOICESTALKINGAND,OCCASIONALLY,SHOUTINGATEACHOTHERANDTHEDIGITALREVOLUTIONHASMEANTTHATTHESPEEDANDQUANTITYOFINFORMATIONANDOPINIONBEINGPUBLICLYEXCHANGEDHASINCREASEDEXPONENTIALLYBUTTHEKEYQUESTIONTOBEADDRESSEDRELATESTOTHETENOROFTHEDISCOURSES,ANDTHERESULTINGPOLICYDECISIONSTHATFLOWFROMTHEM–THATQUESTIONIS,DOESASURFEITOFINFORMATIONANDOPINIONIMPROVE,ORACTUALLYDIMINISH,THEQUALITYOFDECISIONMAKINGANDHENCETHEQUALITYOFOURDEMOCRACYTHEANSWERRELATESBACKTOTHEMAINTHEMEOFTHISARTICLE–ISTHEREASBLUMLERANDGUREVITCH1995TERMEDIT‘ACRISISINPUBLICCOMMUNICATION’IFTHEANSWERISYES,THENAFURTHERQUESTIONISBEGGED–NAMELY,ISTHECRISISMOREORLESSFIXEDINNATUREORISITDYNAMICAND,INNORMATIVETERMS,CANTHEDIRECTIONOFTRAVELBESEENASPOSITIVEORNEGATIVEORWASTHERENEVERACRISISINTHEFIRSTPLACETHEREAREANUMBEROFELECTRONICSTRAWSINTHEWINDSUGGESTIVEOFTHEPOSSIBILITYTHATCONTEMPORARYPOLITICALCOMMUNICATIONSAREINTHEPROCESSOFCHANGING,ORAPPEARINGTOCHANGE,WHATGANS2010HASTERMEDTHE‘DEMOCRATICCONVERSATION’,ANDTHATTHISTRANSFORMATIONISNOTNECESSARILYFORTHEWORSE‘NEWSINTENSIFICATION’ANDTHEGROWTHOFSPINHOWEVER,EVENIFTHESUGGESTIONTHATTHEDIGITALREVOLUTIONISOPENINGUPNEWDISCURSIVESPACESWHICHMIGHTALLOWORDINARYCITIZENSTOHAVEAGREATERVOICEMIGHTBESEENASOVEROPTIMISTIC,THESENEWSPACESARENONETHELESSHAVINGAMAJORIMPACTON

簡(jiǎn)介：JOURNALISM1–16?THEAUTHORS2015REPRINTSANDPERMISSIONSSAGEPUBCOUK/JOURNALSPERMISSIONSNAVDOI101177/1464884915576731JOUSAGEPUBCOMISTHERESTILLA‘CRISISINPUBLICCOMMUNICATION’IFTHEREEVERWASONETHEUKEXPERIENCEIVORGABERUNIVERSITYOFSUSSEX,UKABSTRACTTHISARTICLETAKESACONSIDEREDLOOKATTHEDEBATESSURROUNDINGTHENOTIONOF‘THECRISISINPOLITICALCOMMUNICATIONS’ASITAPPLIES,INPARTICULAR,TOTHEUNITEDKINGDOMTHEARTICLEBEGINSBYSEEKINGTOMAKETHEHABERMASIANNOTIONOFTHEPUBLICSPHERERELEVANTTOCONTEMPORARYPOLITICALCOMMUNICATIONSINTHEUNITEDKINGDOMITTHENGOESONTODETAILTHEEVOLUTIONOFTHEARGUMENTTHATTHEREISACRISIS,BYTRACINGIT,MAINLYBUTNOTEXCLUSIVELY,THROUGHTHEWORKSOFJAYBLUMLERANDHISCOLLABORATORSITPLACESTHESEARGUMENTSWITHINTHECONTEXTOFTHECHANGESINTHERELATIONSBETWEENPOLITICIANSANDTHEMEDIAASSETOUTBYBOTHSCHOLARSANDTHROUGHTHEAUTHOR’SREFLECTIONSONHISOWNPROFESSIONALPRACTICETHEARTICLESUGGESTSTHATDESPITEWHATSOMEHAVEDESCRIBEDASADETERIORATIONINTHEPOLITICALCOMMUNICATIONSSYSTEM,THEDRAMATICCHANGESTHATHAVEBEEN,ANDARE,TAKINGPLACEINTHEINCREASINGLYDIGITALPUBLICSPHERE,ANARGUMENTCANBESUSTAINEDTHATWEAREMOVINGINTOAPERIODWHEN,BECAUSETHEPUBLICORITSONLINECOMPONENTHAVEGREATERACCESSTOPOLITICALINFORMATIONANDDEBATE,THECRISIS,IFITEVEREXISTEDINTHEFIRSTPLACE,ISPASSINGANDWEARENOWMOVINGTOWARDSANENHANCEDANDHEALTHIERDIGITALPUBLICSPHEREKEYWORDSDIGITALREVOLUTION,POLITICALCOMMUNICATIONS,POLITICIANSANDMEDIA,PUBLICSPHERE,SOCIALMEDIA,SPINANDDEMOCRATICDEBATEINTRODUCTIONTHEPUBLICSPHERERECONSIDEREDANYDISCUSSIONABOUTA‘CRISIS’INPOLITICALORPUBLICCOMMUNICATIONSMUST,EITHERIMPLICITLYOREXPLICITLY,TAKEASASTARTINGPOINTJüRGENHABERMAS’1989NOTIONOFTHEPUBLICCORRESPONDINGAUTHORIVORGABER,DEPARTMENTOFMEDIAANDFILM,UNIVERSITYOFSUSSEX,SILVERSTONEROOM204,BRIGHTONBN19RH,UKEMAILIVORGABERSUSSEXACUK576731JOU00101177/1464884915576731JOURNALISMGABERRESEARCHARTICLE2015ARTICLEATCHINAJILIANGUNIVERSITYONMAY28,2016JOUSAGEPUBCOMDOWNLOADEDFROMGABER3IFTHEANSWERISYES,THENAFURTHERQUESTIONISBEGGED–NAMELY,ISTHECRISISMOREORLESSFIXEDINNATUREORISITDYNAMICAND,INNORMATIVETERMS,CANTHEDIRECTIONOFTRAVELBESEENASPOSITIVEORNEGATIVEORWASTHERENEVERACRISISINTHEFIRSTPLACETHEREAREANUMBEROFELECTRONICSTRAWSINTHEWINDSUGGESTIVEOFTHEPOSSIBILITYTHATCONTEMPORARYPOLITICALCOMMUNICATIONSAREINTHEPROCESSOFCHANGING,ORAPPEARINGTOCHANGE,WHATGANS2010HASTERMEDTHE‘DEMOCRATICCONVERSATION’,ANDTHATTHISTRANSFORMATIONISNOTNECESSARILYFORTHEWORSEBLUMLER’SDEVELOPING‘CRISISINPUBLICCOMMUNICATION’INCONSIDERINGTHEHEALTHOFTHEPOLITICALPUBLICSPHERE,IAMFOCUSSINGONTHECENTRALRELATIONSHIPWITHINTHATSPHERE,NAMELY,THATBETWEENJOURNALISTSANDPOLITICIANSONEOFTHEKEYTEXTSINTHISAREAISBLUMLERANDGUREVITCH1995WHOWEREAMONGTHEPIONEERSOFASYSTEMICAPPROACHTOTHESTUDYOFPOLITICALCOMMUNICATIONSANDWEREAMONGTHEFIRSTTOIDENTIFYTHE‘CRISISOFPUBLICCOMMUNICATION’,BASEDONTHEIRALMOST30YEARSOFOBSERVINGELECTIONCOVERAGEATTHEBBCBETWEEN1966AND1992WHENBLUMLERFIRSTBEGANRESEARCHINGELECTIONCOVERAGEINTHEUNITEDKINGDOM,HEDIDNOTPERCEIVEITTOBEIN‘CRISIS’INONEOFHISFIRSTSTUDIESBLUMLERANDMCQUAIL1968CONCLUDEDTHATTHEPOLITICALCOMMUNICATIONSSYSTEMINTHEUNITEDKINGDOM,ASTHEYOBSERVEDITDURINGTHE1964ELECTIONINTHEUNITEDKINGDOM,WASFUNCTIONINGWELL,GIVINGTHEMAXIMUMNUMBEROFCITIZENSTHECHANCETOBEEXPOSEDTOTHEVIEWSOFTHEMAINPOLITICALPARTIESP286ANDWHENBLUMLERANDGUREVITCHLOOKEDATPOLITICALCOMMUNICATIONSINTHEELECTIONSOF1983INTHEUNITEDKINGDOMAND1984INTHEUNITEDSTATESSEMETKOETAL,1991,THEYCOMPAREDBRITAINFAVOURABLY,NOTINGTHATINTHEUKELECTION,COVERAGEWASLESSGAMEORIENTATED,MORESUBSTANTIVE,GAVEPOLITICIANSMORESCOPETOSETTHECAMPAIGNAGENDA,LESSPROFESSIONALISEDANDTHATBRITISHJOURNALISTS’ATTITUDETOPOLITICIANSWASMORE‘SACERDOTAL’THAN‘DISDAINFUL’–THEIRTWOPRINCIPLEDESCRIPTORSTHEYATTRIBUTEDTHESEPOSITIVEATTRIBUTESLARGELYTOTHEEXISTENCEOFASIZEABLEPUBLICSERVICEBROADCASTINGSECTORINTHEUNITEDKINGDOMWHICHWASIMBUEDWITHWHATTHEYDESCRIBEDASA‘CIVICMISSION’SEMETKOETAL1991HOWEVER,INTHELIGHTOFTHEIRLATEROBSERVATIONSATTHEBBC,THEYSUBSEQUENTLYREVISEDTHEIRVERDICTONTHEBRITISHSYSTEM,CHARTINGADECLININGPUBLICSERVICEBROADCASTINGETHOSWHICHTHEYHELDASBEINGLARGELYRESPONSIBLEFORWHATTHEYWERENOWCALLINGA‘CRISIS’INPUBLICCOMMUNICATIONTHEYOBSERVEDTHATJOURNALISTSNOTJUSTINTHEBBCWEREBECOMINGEVERMORE‘DISDAINFUL’OFPOLITICIANSINTHEIRELECTIONCOVERAGETHEYSUGGESTEDTHATJOURNALISTSVIEWEDPOLITICIANSANDPARTIESTHROUGHANINCREASINGLYCYNICALLENSANDSAWELECTIONCOVERAGEMOREANDMOREINTERMSOFACONTEST–NOTBETWEENTHEPOLITICIANSBUTBETWEENTHEPOLITICIANSANDTHEMEDIAINTHISCONTEST,THEJOURNALISTSFIRSTSOUGHTTODECODEHOWTHEPOLITICIANSWEREATTEMPTINGTOGAINCONTROLOFTHEDAILYELECTIONNEWSAGENDAANDTHENWERESEEKINGTODEVISESTRATEGIESASTOHOWTONULLIFYSUCHMANOEUVRESBLUMLERANDGUREVITCH,1995104THISAPPROACHTHEYCONTRASTEDWITHWHATTHEYHADDESCRIBEDEARLIERASAMORE‘SACERDOTAL’APPROACHTOELECTIONCOVERAGE–THENOTIONTHATJOURNALISTS,PARTICULARLYPUBLICSERVICEBROADCASTERS,ASSUMEDTHATTHEYHADANOBLIGATIONTOPROVIDETHEFAIRESTELECTIONCOVERAGEPOSSIBLEASPARTOFTHEDEMOCRATICPOLITICALPROCESSBLUMLERANDGUREVITCH,199556ATCHINAJILIANGUNIVERSITYONMAY28,2016JOUSAGEPUBCOMDOWNLOADEDFROM

簡(jiǎn)介：中文中文7000漢字，漢字，4100單詞，單詞，21000英文字符英文字符出處出處SHAOJ,LIX,LIZMICROFILMMARKETINGOFCHINESETOURISMDESTINATIONSVIASOCIALMEDIATHECASEOFSHAOXINGC//IEEE,INTERNATIONALCONFERENCEONCOMMERCEANDENTERPRISECOMPUTINGIEEE,2012159165通過社交媒體微電影營(yíng)銷中國(guó)旅游目的地通過社交媒體微電影營(yíng)銷中國(guó)旅游目的地JUNSHAO,XIONGLI,ZHAOLI通過社交媒體中的微電影對(duì)中國(guó)旅游目的地進(jìn)行營(yíng)銷越來越受歡迎。從文獻(xiàn)來看，我們對(duì)這種現(xiàn)象知之甚少。我們對(duì)紹興利用微電影營(yíng)銷活動(dòng)進(jìn)行研究，本文揭示了旅游目的地利用微電影營(yíng)銷的成功因素。研究結(jié)果表明，在微電影的擴(kuò)散過程中旅游目的地的營(yíng)銷人員都積極的參，而且無(wú)論是線上還是線下營(yíng)銷努力都是精心策劃并相互整合的。它還表明，如果旅游目的地沒有獨(dú)特的吸引力，可以通過一個(gè)浪漫的主題來給觀眾留下一個(gè)深刻的印象。最后論文給出了旅游目的地的建議和啟示。關(guān)鍵詞微電影營(yíng)銷；社交媒體；目的地營(yíng)銷一、簡(jiǎn)介一、簡(jiǎn)介從2011開始，特別是在2012年初，通過社交媒體進(jìn)行微電影營(yíng)銷已經(jīng)成為中國(guó)旅游目的地非常流行的促銷方式。目的地營(yíng)銷組織（DMOS）發(fā)布的微電影獲得了很高的命中率。這一現(xiàn)象已引起了中國(guó)旅游業(yè)的極大關(guān)注。許多組織聚集在一起討論微電影營(yíng)銷的商業(yè)模式。然而，以往的文獻(xiàn)對(duì)此描述甚少。本文對(duì)通過社交媒體的微電影營(yíng)銷這一現(xiàn)象進(jìn)行了研究。具體而言，本研究的目的旨在調(diào)查紹興古城案例，這是中國(guó)第一個(gè)使用微電影營(yíng)銷的城市級(jí)目的地，無(wú)論是線上還是線下都引發(fā)了極大的關(guān)注。本研究的貢獻(xiàn)在于揭示了微電影營(yíng)銷的成功因素并應(yīng)用于目的地營(yíng)銷，這在以前的文獻(xiàn)中并沒有研究。二、背景二、背景A中國(guó)的社交媒體到2011年十二月年底，，中國(guó)網(wǎng)民數(shù)量已達(dá)5億1300萬(wàn)。中國(guó)擁有超過4億6000萬(wàn)的社交媒體用戶。社交媒體，包括博客和微博等越來越受歡迎，因?yàn)樗鼈兊募磿r(shí)表達(dá)方式與中國(guó)人的現(xiàn)代生活節(jié)奏一致。到2011三月新浪微博有超過1億4000萬(wàn)的用戶。在中國(guó)它占據(jù)了57的市場(chǎng)份額和87的微博活動(dòng)。根據(jù)HITWISE公司監(jiān)控互聯(lián)網(wǎng)流量的數(shù)據(jù)，幾年四月份，中國(guó)是世界上最活躍的微博市場(chǎng)，而微博是中國(guó)社交網(wǎng)絡(luò)用戶的首選。在線訪問中點(diǎn)擊一個(gè)微博，每158次點(diǎn)擊就有一次發(fā)生在中國(guó)，這是高于在英國(guó)，美國(guó)，法國(guó)，加拿大，澳大利亞和印度的推特率。與電視、雜志等傳統(tǒng)渠道相比，社交媒體，尤其是微博，可以很快的傳播信息或視頻。視頻是中國(guó)社交媒體用戶使用微博的主要利益，除了照片和新聞外，根據(jù)中國(guó)互聯(lián)網(wǎng)的數(shù)據(jù)中心公布的中國(guó)在線視頻藍(lán)皮書，視頻終端已經(jīng)從電腦和電視擴(kuò)展到智能手機(jī)和平板電腦上。截止到2012年第一季度，中國(guó)有2億5200萬(wàn)個(gè)智能手機(jī)用戶。約有92的人訪問社交網(wǎng)絡(luò)網(wǎng)站，并85的用戶使用他們的智能手機(jī)觀看在線視頻。因此，微電影觀眾的數(shù)量是相當(dāng)多的。B中國(guó)目的地的微電影營(yíng)銷從去年開始，人們看到和認(rèn)識(shí)到許多成功的微電影營(yíng)銷活動(dòng)的效果，尤其是橘子水晶酒店十二星座系列微電影，DMOS如四川旅游局、紹興旅游集團(tuán)、杭州旅游局和南京旅游局先后在2012年上半年制作并發(fā)布自己的景觀微電影。例如，微電影中的第四集，名為愛在四川，在網(wǎng)上發(fā)布后一個(gè)月內(nèi)，在四川已經(jīng)播放次數(shù)已經(jīng)超過800000次。正如預(yù)期的那樣，電影中的許多清潔會(huì)誘發(fā)觀眾對(duì)目的地的興趣和訪問的愿望。甚至有些微電影饋的機(jī)會(huì)”。A微電影案例櫻為愛情櫻為愛情是由紹興旅游集團(tuán)拍攝的第一部旅游營(yíng)銷微電影，該影片由紹興旅游目的地營(yíng)銷組織運(yùn)行。它通過社交媒體于2012年3月11日發(fā)布，作為從3月17日至4月17日在紹興舉行的第一個(gè)櫻花節(jié)的前奏。櫻為愛情講述了一個(gè)年輕人的愛情故事，等待他的女朋友，他由于車禍?zhǔn)チ擞洃?，通過訪問紹興的櫻花節(jié)回憶他們溫暖的愛。櫻為愛情有兩，每一集持續(xù)15分鐘內(nèi)。1集的拍攝時(shí)間僅3天。櫻為愛情無(wú)論是線上還是線下都引起了人們極大的關(guān)注。在第一集發(fā)布的一個(gè)月內(nèi)，游客數(shù)量已經(jīng)突破了500000人次。今年五一期間，大量游客參觀櫻為愛情一個(gè)主要的拍攝地點(diǎn)沈園，已經(jīng)達(dá)到了11000人次，增幅為百分之6465。圖1優(yōu)酷網(wǎng)上櫻為愛情劇照B紹興古城紹興古城（簡(jiǎn)稱SAC）是紹興旅游集團(tuán)的微博名稱。自2011年五月，紹興古城在新浪微博已發(fā)布超過4000條微博，如紹興橋、紹興主題的食品、紹興老照片、紹興民俗等，。紹興旅游集團(tuán)利用微博和官方網(wǎng)站為游客提供旅游產(chǎn)品，為游客提供旅游服務(wù)。紹興旅游集團(tuán)下屬的游客中心、旅游網(wǎng)站、酒店和營(yíng)銷人員創(chuàng)建了微博賬號(hào)，在微博中形成了一個(gè)紹興營(yíng)銷集團(tuán)。如圖2圖2紹興微博營(yíng)銷集團(tuán)C數(shù)據(jù)采集基于對(duì)KOZINETS的網(wǎng)絡(luò)志方法網(wǎng)站選擇的標(biāo)準(zhǔn)，我們確定了以下要素作為識(shí)別合適的數(shù)據(jù)源的關(guān)鍵1）微博成員直接或間接討論櫻為愛情；2）訪問量最高的關(guān)于櫻為愛情帖子；3）大量的離散信息發(fā)布者；4）詳細(xì)描述豐富的數(shù)據(jù)；5）由研究問題所需的類型成員之間的相互作用。這些選擇標(biāo)準(zhǔn)的基礎(chǔ)上，紹興古城在新浪微博上致力于營(yíng)銷櫻為愛情，因此選擇此案例作為數(shù)據(jù)源，分析社交媒體營(yíng)銷。由紹興古城發(fā)布的在線微博客和其用戶的反應(yīng)，作為本研究的數(shù)據(jù)。2012年6月16日作為截止日期，只有在此日期之前的在線消息或評(píng)論被認(rèn)為是有效的。在這項(xiàng)研究中，使用的是由微博提供的搜索引擎，輸入關(guān)鍵詞櫻為愛情并在紹興古城發(fā)布的消息中搜索。以2012年6月16日1030作為截止時(shí)間，由紹興古城發(fā)布的70條原始微博已經(jīng)有1726條轉(zhuǎn)發(fā)消息，（最早的線程提取日期為2012年3月7日）。這些郵件的每一個(gè)記錄，

簡(jiǎn)介：12980英文單詞，英文單詞，17萬(wàn)英文字符，萬(wàn)英文字符，5200漢字漢字文獻(xiàn)出處文獻(xiàn)出處BERNHARDTJM,MAYSD,HALLAKSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJJOURNALOFSOCIALMARKETING,2012,22130137SOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJMBERNHARDT，DMAYS，AKHALLABSTRACTPURPOSE–THEPURPOSEOFTHISPAPERISTOSEEKTODISCUSSHOWTHENEWMEDIAREVOLUTIONCANIMPROVESOCIALMARKETINGBYBRINGINGTHE“PLACE”O(jiān)NEOFFOURP’SFROMTHEMARKETINGMIXCLOSERTOTHECONSUMERDESIGN/METHODOLOGY/APPROACH–THISPAPERDESCRIBESCURRENTNEWMEDIATRENDSRELATEDTOSOCIALMEDIAANDMOBILECOMMUNICATIONTECHNOLOGIESANDDISCUSSESTHEIMPLICATIONSOFTHESETECHNOLOGIESFORSOCIALMARKETINGBYEXPLORINGEXAMPLESOFTHEIRUSEINCOMMERCIALMARKETING,SOCIALCHANGE,ANDPUBLICHEALTHFINDINGS–THERAPIDGROWTHOFONLINESOCIALNETWORKSANDNEARUBIQUITYOFMOBILEPHONESINMUCHOFTHEWORLDOFFERSSOCIALMARKETERSENORMOUSPOTENTIALFORENGAGINGCONSUMERSINRADICALLYNEWWAYSTHENATUREOFTHESENEWCOMMUNICATIONPLATFORMSDIFFERSFROMTRADITIONALMEDIAINIMPORTANTWAYSTHATCANMAKETHEMMOREEFFECTIVEFORMARKETING,MOSTNOTABLYTHEPOTENTIALFORDEEPERCONSUMERENGAGEMENT,MULTIDIRECTIONALINFORMATIONEXCHANGE,ANDLOCATIONBASEDTRACKINGANDMESSAGINGPRACTICALIMPLICATIONS–THETRENDSDESCRIBEDINTHISPAPERARERAPIDLYANDFUNDAMENTALLYCHANGINGHOWCOMMERCIALMARKETERS,BRANDMANAGERS,ANDCONSUMERRELATIONSHIPMANAGERSENGAGEWITHTHECURRENTANDPROSPECTIVECONSUMERSSOCIALMARKETINGSHOULDLEARNFROMTHESECHANGESANDLEVERAGETHESENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHE“RIGHTPLACEANDRIGHTTIME”THANTHEYEVERCOULDBEFOREORIGINALITY/VALUE–THISPAPEREXPLORESATOPICTHATHASBEENINTRODUCEDATTHEGLOBALNONPROFITANDSOCIALMARKETINGCONFERENCEINDUBLIN,IRELANDINAPRIL2011THEDISCUSSIONSHOULDENCOURAGESOCIALMARKETERSTORECONSIDERTHEROLEOF“PLACE”ANDEXPLOREHOWNEWMEDIACANBRINGPLACECLOSERTOCONSUMERS3WORK,ORSCHOOLS,PRECISELYATTHETIMETHATDECISIONSAREMADEINOTHERWORDS,NEWMEDIACANSHIFT“PLACE”FROMRESTROOMSANDGROCERYSTORES,TOBEINGINPEOPLE’SNATURALSETTINGSBYREACHINGTHEMVIACOMPUTERSORMOBILEPHONESORDEVICESTHATAREACCESSIBLETOTHEMALMOSTANYTIMEANDANYWHERELEFEBVRE,2009THEEMERGENCEOFNEWMEDIAHASLEDTOAPARADIGMSHIFTINMANYCOMPANIES’MARKETINGPRACTICESFROMATRADITIONALBRANDOR“PRODUCTDRIVEN”APPROACHTOACONTEMPORARY“CUSTOMERDRIVEN”MARKETINGMETHODRUSTETAL,2011THISSHIFTISDUEINLARGEPARTTOTHEPERVASIVEUSEOFNEWMEDIAANDTHECAPABILITYOFNEWMEDIATECHNOLOGIESTOPUTCUSTOMERSANDCOMPANIESINCONSTANTCONTACTNEWTECHNOLOGYANDSOCIALMEDIAAREBYNATURECONSUMERDRIVENUNLIKETRADITIONALMEDIA,CONTENTGENERATEDTHROUGHTHESEPLATFORMSISLARGELYCREATED,MAINTAINED,ANDSHAREDBYANDAMONGCONSUMERSANDCOMMUNITIESBERNHARDTETAL,2011THESEWIDESPREAD,ELECTRONIC,MULTIDIRECTIONALINTERACTIONSHAVENOTBEENWITNESSEDPREVIOUSLYANDGIVECONSUMERSTHEABILITYTODIRECTLYCOMMUNICATETHEIRPRODUCTNEEDSANDFEEDBACKTOCOMPANIESTHATAREEAGERTOLISTENMANGOLDANDFAULDS,2009MOREOVER,NEWMEDIAAREOFTENPERCEIVEDBYCONSUMERSASMORETRUSTWORTHYSOURCESOFINFORMATIONFOR“PRODUCTSANDSERVICESTHANCORPORATESPONSOREDCOMMUNICATIONSTRANSMITTEDVIATHETRADITIONALELEMENTSOFTHEPROMOTIONALMIX”FOUX,2006,P389INSHORT,SOCIALMARKETERSCANNOWLEVERAGENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHERIGHTPLACEANDRIGHTTIMETHANEVERBEFORENEWMEDIAWHILEDEFINITIONSOFNEWMEDIAVARY,GENERALLYTHESEINCLUDEELECTRONICCOMMUNICATIONCHANNELSSUCHASSOCIALNETWORKINGWEBSITES,BLOGS,CHATROOMS,DISCUSSIONBOARDS,ANDCUSTOMERSERVICERATINGWEBSITES,ALLOFWHICHCANPROVIDEAMPLEOPPORTUNITIESFORTWOWAYCOMMUNICATIONBETWEENMARKETERSANDCONSUMERSUSEOFNEWCOMMUNICATIONMEDIABYCONSUMERSHASPROLIFERATEDINDEVELOPEDCOUNTRIES,OFFERINGUNPRECEDENTEDOPPORTUNITIESTOEXTENDTHEREACHANDENGAGEMENTOFSOCIALMARKETINGEFFORTSINOTHERPARTSOFTHEWORLD,USEOFCERTAINNEWMEDIASUCHASMOBILEDEVICESISALSOGROWING,PROVIDINGNEWWAYSTOENGAGEWITHCONSUMERSAROUNDSOCIALISSUESINDIVERSECONTEXTSMANYNEWMEDIA,SUCHASCELLPHONESANDMOBILEDEVICES,AREALSOLINKEDTOBOTHGEOGRAPHYANDTIMECOMMUNICATIONTHROUGHTHESEWIRELESSCHANNELSCANBELINKEDTOCONVERSATIONSANDEVENTSOCCURRINGINLIVESOCIALNETWORKSATASPECIFICTIMEANDPLACETHE

簡(jiǎn)介：中文中文1430字，字，800單詞，單詞，4600英文字符英文字符出處出處ANTHONEYA,ROYLEJ,JOHNSONIMTHEUKCHILDRENSPUBLISHINGHOUSEADAPTINGTOCHANGEFORTHEMULTIMEDIAMARKETC//ELECTRONICPUBLISHING99,REDEFININGTHEINFORMATIONCHAINNEWWAYSANDVOICES,ICCC/IFIPCONFERENCEHELDATTHEUNIVERSITYOFKARLSKRONA/RONNEBYELPUB1999,KARLSKRONA,SWEDEN,MAY1012,1999PROCEEDINGSDBLP,199926927810THEUKCHILDREN’SPUBLISHINGHOUSEADAPTINGTOCHANGEFORTHEMULTIMEDIAMARKETAANTHONEY，JROYLE，IMJOHNSON54PRODUCTDEVELOPMENTTHERESEARCHHASANALYSEDTHEPRODUCTRANGEANDFOCUSOFSOMECHILDREN’SMULTIMEDIAPUBLISHERSFORALLTHECOMPANIESSTUDIED,ACOMMONTHEMEEXISTS,INTHATTHEIRPRODUCTIONOFMULTIMEDIAHASBEENDEVELOPEDFROMTHEIRTRADITIONALBASEOFMIXEDMEDIAKITSANDPRINTEDMATERIALFORCHILDRENANDTHEYALLSHARESIMILARPRODUCTATTRIBUTES541FOCUSALLTHEPUBLISHERSSTUDIEDDEVELOPARANGEOFPRODUCTSFROMBOOKS,AUDIOVISUALANDSPOKENWORD,THROUGHTOCDROMPUBLISHERS’CONCENTRATIONISCURRENTLYONCDROMPRODUCTION,BUTALLSTATEDTHATTHEYWEREINCREASINGTHEIRFOCUSINONLINEPUBLISHINGINORDERTOCHANGESUCCESSFULLY,THEPUBLISHERSSTUDIEDFELTTHATTHESHIFTINMULTIMEDIAFOCUSHADTOBEGRADUALANDWOULDCHANGEONLYINRESPONSETOASHIFTINTHECONSUMER’STECHNOLOGYBASETHEREFORE,THEINTERNETISCURRENTLYBEINGUSEDPRIMARILYTOCOMPLIMENT,PROMOTEORSELLEXISTINGCDROMSANDBOOKSOUPEDITOR,SHARONCOOPERSTATES,‘ITISBUILDINGONOUREXISTINGSERIES,RESOURCES,ADDINGVALUE,IEPROVIDINGARTWORK,TEACHINGMATERIALS,QUESTION/ANSWERSHEETS,ACTIVITYSHEETSTHATTEACHERSCANPRINTOUT’COOPER,1999THEVOLATILITYOFTHEMULTIMEDIAMARKETMEANSTHATTHETHREATOFNEWORSUBSTITUTEPRODUCTSSUCHASTHEDIGITALVERSATILEDISCDVD,ONLINEANDDIGITALTELEVISION,ISACONSTANTISSUEFORCHILDREN’SPUBLISHERSTHEPOWEROFTHESOFTWAREMANUFACTURERHASPREVIOUSLYCAUSEDPROBLEMATICSITUATIONS,ANDINDEEDLOSSESFORPUBLISHERSSUCHASOUPANDBBCINTHEMULTIMEDIAMARKETDUETOTHENATUREOFTHEMARKET,MANYMANUFACTURERSINTHE1990SHAVESTOPPEDTRADING,CHANGEDOWNERSHIP,ORMERGEDWITHOTHERCOMPANIESTHESEPROBLEMSHAVEBEENOVERCOMEBYPUBLISHERSDEVELOPINGRELATIONSHIPSWITHESTABLISHEDMANUFACTURERSORBYAPPROACHINGMANUFACTURERSRECOMMENDEDBYARELIABLESOURCELARGEPUBLISHERSWITHMULTIMEDIAOPERATIONSARETAKINGADVANTAGEOFTHEIRASSETSANDRESOURCESANDAREDEVELOPINGANDPRODUCINGDIGITALPRODUCTSALREADYBBCMULTIMEDIAISTHEONLYPUBLISHERINTHESTUDYWHOISDEVELOPINGTHEIRDIGITALASSETS,NOTINGTHATADIGITALTHECOSTOFINVESTMENTINMULTIMEDIAISMUCHHIGHERTHANPRINT,THEREFOREPUBLISHERSAREFINDINGTHATTHEYMUSTINCREASETHEIRINTERNATIONALMARKETFOCUS,INORDERTOGAINAGREATERRETURNONTHEIRINVESTMENTPUBLISHERSINTHECHILDREN’SMULTIMEDIAMARKETARECREATINGNEWVALUEANDREVENUEBYLICENSINGCONTENT,SELLINGRIGHTSTOOTHERPUBLISHERS,EXPLOITINGTHEIRRIGHTSHOLDINGSTOHARDWARECOMPANIESANDTOYCOMPANIESINTHEUKANDAREDEALINGINCREASINGLYWITHINTERNATIONALRIGHTSSALES英國(guó)兒童出版社英國(guó)兒童出版社嘗試向多媒體市場(chǎng)轉(zhuǎn)型嘗試向多媒體市場(chǎng)轉(zhuǎn)型54產(chǎn)品研發(fā)產(chǎn)品研發(fā)這篇調(diào)查分析了產(chǎn)品并重點(diǎn)闡述了幾家兒童多媒體出版商。這些公司的研究工作都有一個(gè)常見主題，從他們的傳統(tǒng)媒體工具和兒童印刷材料中開發(fā)出多媒體產(chǎn)品，他們有著相似的產(chǎn)品屬性。541聚焦聚焦出版商們通過書本、視聽、口頭語(yǔ)言研究開發(fā)了一系列產(chǎn)品，刻錄只讀光盤。目前出版商都將重點(diǎn)放在只讀光盤產(chǎn)品上，不過他們都表示會(huì)越來越關(guān)注網(wǎng)絡(luò)出版。為了成功轉(zhuǎn)型,出版商都認(rèn)為多媒體的轉(zhuǎn)變必須是漸進(jìn)的,必須順應(yīng)消費(fèi)者需求的變化。因此,目前主要通過互聯(lián)網(wǎng)來推廣公司現(xiàn)有的只讀光盤和書籍。牛津大學(xué)出版社編輯的SHARONCOOPER強(qiáng)調(diào),它基于我們目前現(xiàn)有的系列和資源，例如，提供教師們可以打印出來的插圖、教材、答題表、活動(dòng)表等等。多媒體市場(chǎng)的波動(dòng)，意味著新型產(chǎn)品或者像數(shù)字多功能光盤和網(wǎng)絡(luò)數(shù)字電視這樣的替代產(chǎn)品的威脅,是兒童出版商將一直面臨的一個(gè)問題。包括牛津大學(xué)出版社和英國(guó)廣播公司在內(nèi)的的多媒體出版商此前曾遇到一系列棘手的問題。由于市場(chǎng)的性質(zhì)，在九十年代有很多生廠商停止交易，改變所有權(quán)，或者與其它公司合并。通過與建設(shè)性企業(yè)和由可靠來源推薦的接近制造商建立合作關(guān)系，出版商解決了一些問題。英國(guó)廣播公司多媒體出版商是唯一一家研究和開發(fā)數(shù)字資產(chǎn)的出版商，他們的數(shù)字模式使得他們可以向兩個(gè)方向延伸一個(gè)源于電視行業(yè)，一個(gè)走向電視行業(yè)。他們也強(qiáng)調(diào)在產(chǎn)品中融入更多元素的重要性，“如果以前關(guān)注的是線下的活動(dòng)，那么現(xiàn)在應(yīng)該把重點(diǎn)放在線上活動(dòng)的運(yùn)轉(zhuǎn)上。”LEE,1999規(guī)模較小的傳統(tǒng)兒童出版商還在等待時(shí)機(jī)做DVD產(chǎn)品，盡管他們目前已經(jīng)在尋找機(jī)會(huì)和制定策略（吸取只讀光盤發(fā)展的教訓(xùn)）。542優(yōu)點(diǎn)優(yōu)點(diǎn)出版商正在專注于他們產(chǎn)品價(jià)值的最大化。多媒體市場(chǎng)的經(jīng)驗(yàn)已經(jīng)使出版商們意識(shí)到研發(fā)具有獨(dú)特性功能產(chǎn)品的重要性。“不要指望你的暢銷書會(huì)成為暢銷的只讀光盤?！保↙EE,1999）兒童多媒體產(chǎn)品有一些共同的特點(diǎn)，例如成為系列出版物的一部分、打造品牌、有名氣的作家和插圖畫家、新穎的內(nèi)容、品格培養(yǎng)的潛能，硬件兼容性和實(shí)際可用性等等。國(guó)內(nèi)消費(fèi)市場(chǎng)的兒童多媒體產(chǎn)品也常有視野開闊、與活動(dòng)實(shí)踐

簡(jiǎn)介：JOURNALOFSOCIALMARKETINGSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,ARTICLEINFORMATIONTOCITETHISDOCUMENTJAYMBERNHARDT,DARRENMAYS,AMANDAKHALL,2012“SOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIA“,JOURNALOFSOCIALMARKETING,VOL2ISSUE2,PP130137,HTTPS//DOIORG/101108/20426761211243964PERMANENTLINKTOTHISDOCUMENTHTTPS//DOIORG/101108/20426761211243964DOWNLOADEDON21JUNE2017,AT0258PTREFERENCESTHISDOCUMENTCONTAINSREFERENCESTO41OTHERDOCUMENTSTOCOPYTHISDOCUMENTPERMISSIONSEMERALDINSIGHTCOMTHEFULLTEXTOFTHISDOCUMENTHASBEENDOWNLOADED6550TIMESSINCE2012USERSWHODOWNLOADEDTHISARTICLEALSODOWNLOADED2013,“MARKETINGVIASOCIALMEDIAACASESTUDY“,LIBRARYHITECH,VOL31ISS3PP455466HTTPS//DOIORG/101108/LHT12201201412012,“ARESOCIALMEDIAREPLACINGTRADITIONALMEDIAINTERMSOFBRANDEQUITYCREATION“,MANAGEMENTRESEARCHREVIEW,VOL35ISS9PP770790HTTPS//DOIORG/101108/01409171211255948ACCESSTOTHISDOCUMENTWASGRANTEDTHROUGHANEMERALDSUBSCRIPTIONPROVIDEDBYEMERALDSRM401304FORAUTHORSIFYOUWOULDLIKETOWRITEFORTHIS,ORANYOTHEREMERALDPUBLICATION,THENPLEASEUSEOUREMERALDFORAUTHORSSERVICEINFORMATIONABOUTHOWTOCHOOSEWHICHPUBLICATIONTOWRITEFORANDSUBMISSIONGUIDELINESAREAVAILABLEFORALLPLEASEVISITWWWEMERALDINSIGHTCOM/AUTHORSFORMOREINFORMATIONABOUTEMERALDWWWEMERALDINSIGHTCOMEMERALDISAGLOBALPUBLISHERLINKINGRESEARCHANDPRACTICETOTHEBENEFITOFSOCIETYTHECOMPANYMANAGESAPORTFOLIOOFMORETHAN290JOURNALSANDOVER2,350BOOKSANDBOOKSERIESVOLUMES,ASWELLASPROVIDINGANEXTENSIVERANGEOFONLINEPRODUCTSANDADDITIONALCUSTOMERRESOURCESANDSERVICESEMERALDISBOTHCOUNTER4ANDTRANSFERCOMPLIANTTHEORGANIZATIONISAPARTNEROFTHECOMMITTEEONPUBLICATIONETHICSCOPEANDALSOWORKSWITHPORTICOANDTHELOCKSSINITIATIVEFORDIGITALARCHIVEPRESERVATIONDOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PTSOCIALMARKETINGATTHERIGHTPLACEANDRIGHTTIMEWITHNEWMEDIAJAYMBERNHARDTDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USADARRENMAYSDEPARTMENTOFONCOLOGY,GEORGETOWNUNIVERSITYMEDICALCENTER,WASHINGTON,DISTRICTOFCOLUMBIA,USA,ANDAMANDAKHALLDEPARTMENTOFHEALTHEDUCATIONANDBEHAVIOR,UNIVERSITYOFFLORIDA,GAINESVILLE,FLORIDA,USAABSTRACTPURPOSE–THEPURPOSEOFTHISPAPERISTOSEEKTODISCUSSHOWTHENEWMEDIAREVOLUTIONCANIMPROVESOCIALMARKETINGBYBRINGINGTHE“PLACE”O(jiān)NEOFFOURP’SFROMTHEMARKETINGMIXCLOSERTOTHECONSUMERDESIGN/METHODOLOGY/APPROACH–THISPAPERDESCRIBESCURRENTNEWMEDIATRENDSRELATEDTOSOCIALMEDIAANDMOBILECOMMUNICATIONTECHNOLOGIESANDDISCUSSESTHEIMPLICATIONSOFTHESETECHNOLOGIESFORSOCIALMARKETINGBYEXPLORINGEXAMPLESOFTHEIRUSEINCOMMERCIALMARKETING,SOCIALCHANGE,ANDPUBLICHEALTHFINDINGS–THERAPIDGROWTHOFONLINESOCIALNETWORKSANDNEARUBIQUITYOFMOBILEPHONESINMUCHOFTHEWORLDOFFERSSOCIALMARKETERSENORMOUSPOTENTIALFORENGAGINGCONSUMERSINRADICALLYNEWWAYSTHENATUREOFTHESENEWCOMMUNICATIONPLATFORMSDIFFERSFROMTRADITIONALMEDIAINIMPORTANTWAYSTHATCANMAKETHEMMOREEFFECTIVEFORMARKETING,MOSTNOTABLYTHEPOTENTIALFORDEEPERCONSUMERENGAGEMENT,MULTIDIRECTIONALINFORMATIONEXCHANGE,ANDLOCATIONBASEDTRACKINGANDMESSAGINGPRACTICALIMPLICATIONS–THETRENDSDESCRIBEDINTHISPAPERARERAPIDLYANDFUNDAMENTALLYCHANGINGHOWCOMMERCIALMARKETERS,BRANDMANAGERS,ANDCONSUMERRELATIONSHIPMANAGERSENGAGEWITHTHECURRENTANDPROSPECTIVECONSUMERSSOCIALMARKETINGSHOULDLEARNFROMTHESECHANGESANDLEVERAGETHESENEWMEDIATOENGAGELARGENUMBERSOFCONSUMERSMOREDEEPLYANDCLOSERTOTHE“RIGHTPLACEANDRIGHTTIME”THANTHEYEVERCOULDBEFOREORIGINALITY/VALUE–THISPAPEREXPLORESATOPICTHATHASBEENINTRODUCEDATTHEGLOBALNONPROFITANDSOCIALMARKETINGCONFERENCEINDUBLIN,IRELANDINAPRIL2011THEDISCUSSIONSHOULDENCOURAGESOCIALMARKETERSTORECONSIDERTHEROLEOF“PLACE”ANDEXPLOREHOWNEWMEDIACANBRINGPLACECLOSERTOCONSUMERSKEYWORDSSOCIALMARKETING,NEWMEDIA,SOCIALMEDIA,MOBILEPHONES,4P’S,MOBILECOMMUNICATIONSYSTEMSPAPERTYPEVIEWPOINTTHETWOMOSTIMPORTANTREQUIREMENTSFORSUCCESSAREFIRST,BEINGATTHERIGHTPLACEATTHERIGHTTIME,ANDSECOND,DOINGSOMETHINGABOUTITRAYKROC,MCDONALDSFOUNDER,19041984THEMARKETINGMIXORFOURP’SISTHECENTRALCONSTRUCTTOPLANNINGANDIMPLEMENTINGSOCIALMARKETINGPROGRAMSDESIGNEDTOENCOURAGEBEHAVIORCHANGEGRIERANDBRYANT,2005ALTHOUGHPRICE,PRODUCT,ANDPROMOTIONSTRATEGIESAREUSUALLYCENTRALELEMENTSTHECURRENTISSUEANDFULLTEXTARCHIVEOFTHISJOURNALISAVAILABLEATWWWEMERALDINSIGHTCOM/20426763HTMJSOCM2,2130RECEIVED16SEPTEMBER2011ACCEPTED10FEBRUARY2012JOURNALOFSOCIALMARKETINGVOL2NO2,2012PP130137QEMERALDGROUPPUBLISHINGLIMITED20426763DOI101108/20426761211243964DOWNLOADEDBYAUSTRALIANCATHOLICUNIVERSITYAT025821JUNE2017PT

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