部落营销--一个后现代的营销视角

后现代社会在碎化的基础上重新建构,消费成了一个主题范畴.人们以消费商品的符号和意义为联结形成消费部落.对企业而言,这是一个不可忽视的消费现象.本文将从微观社会学和人类社会学的角度讨论如何对这一消费群体进行部落营销,部落营销与传统营销的差别,以及企业在营销过程中角色的变更.

Tribal Marketing-a Visual Angle of Postmodernist Marketing

The postmodern society is re-established on the basis of its fragmentation and consumption has become a subject category. With the symbol and meaning of consumer goods and services as a linkage, a consuming tribe has been formed. As far as an enterprise is concerned, it is a consumption phenomenon that cannot be neglected. From the angle of micro-sociology and anthro-sociology, this paper discusses how to do the tribal marketing to the special group, the differences between tribal marketing and conventional marketing and the role changing of an enterprise in the course of marketing.