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The consumer information fragmentation Context select the path of

Author: ChenYuanShan
Tutor: FengPengYi
School: Chongqing Technology and Business University
Course: Communication
Keywords: New Media Environment Fragmentation context Consumer Information Selection
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 41
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Abstract


The development of new media technology has greatly changed the traditional media model and led to major changes in the media industry. In the current context of new media, traditional social relations from the spiritual home to the credit system, from the modes of discourse to consumption model are overall collapsed in stead of interest groups, the“cultural tribe”differentia and social fragmentation components division. To face the developing new media and fragmentation trends, Dr Huang pointed out that“The dominant mass consumption is falling apart, which instead by fragmentation consumption”.Consumers self-consciousness increasingly strengthen affected by the new media environment, meanwhile they actively seek actions which are different from TV images. More and more consumers are beginning to build self-system with digital information use. Scholar Shui, from Japan, holds the idea that once a person devoted to fulfill wishes, which is not only an individual thing but also a social phenomenon should be emphasis on.But Advertisement Company and Merchants, in some degree, couldn’t get rid of advertising pitches and operational mode, which have a solid foundation based on Traditional Media. So the most important for Enterprises is how to change the traditional advertising pitches, how to attract consumers efficiently and how to guide consumers.This paper introduces the overall development of New Media and variation by it, such as the change of information flows. This paper puts forward a new mode on Consumers Behavior called”AISPS/AISPAS”, which is quite different from AIDMA and AISAS. It is worth mentioning that this new mode is of the most important value in the paper. Lastly, the paper comes up with how Enterprises to built efficient paths so as to guide consumers in New Media environment, combining with the mode of AISPS/AISPAS. The paper emphasized the "advertising vehicle" to undertake the consumer, and must tap the full range of customer value focus on the customer "requirements - the value of" share of space by the "1" to "N" for expansion.

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