从概念的符号表达到沟通的价值创造——知识产品营销时代的广告变革

随着知识经济的发展，越来越多的知识产品进入我们的日常生活，并且实物产品也开始通过知识化来取得竞争优势。知识产品所具有的无形性、路径依赖性和共生性等特点，使营销路径发生变化的同时，也促使广告产业的核心价值链以及广告运作从概念的符号表达到沟通价值创造的转变。

Brand Communication in Psychological Review

With the development of knowledge economy, an increasing number of knowledge products come into our daily lives. Through knowledgefication, physical products begin to gain an advantage in competition. The features of invisibility, path dependency, and symbiosis that knowledge products possessed have changed the path of marketing. At the same time, they have also contributed to the changes of core value chain in advertising industry, as well as the operation of advertising from the concept of the symbolic ex...