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1、华中科技大学硕士学位论文商业终端营销传播情境探析姓名：杨珊珊申请学位级别：硕士专业：传播学指导教师：余明阳20050511AbstractCommunicationwillplayanessentialroletothemarketing,butthemarketingcommunicationmeansusedextensivelyatpresentcomestothebottleneck,theadvertisingcostishigherandhigher,itisworseandworseto
2、promote,propagateweakerandweakerinsoftnews,publicrelationsgoagainstacceptedconventionsmoreandmore,personnelpromotemoreandmorehard,asholdingthemarketingcommunicationalway,thecommercialterminaloughttoplayaroletocombinethemarketingfunctionofcommunicational
3、way.Asbearingtheweightofthesemarketingcommunicationalbehavior,thecommunicationalsituationoughttobearcertainspreadresponsibilityindependently.Thisthesisregardscommunicationalsituationastheresearchobject,regardscommunicationtheoryandmarketingtheoryastheba
4、sictheoriesframe,combinessuchtheory,theviewandresearchapproachaboutsituationasphilosophy,sociology,psychology,linguistics,etc.,carriesontheconcepttodefinetocommercialterminalmarketingcommunicationalsituation,classifiesandgivesanexampleitfromdifferentang
5、les,andsumsupanddescribestoitscharacteristic・Onthebasisofstrengtheningtheunderstandingofcommunicationalsituation,fromtheconsumerbehaviorsanglethattheresultappearsasthecommunicationaleffect,thewriterstudytheinfluenceeachotherbetweenthemarketingcommunicat
6、ionalsituationandinformation,media,disseminatorandpersonswhoarespread,andwholeofcommunicationalcourseinthecommercialterminal・Accordingtotheaboveresultofstudyfinally,combinethesocialworkofauthor'sone'sownexperience,givegoodproposehowtousecommercialtermin
7、almarketingcommunicationalsituationasonemarketingtoolstrategicallyandtactically・Keywords:CommercialTerminalMarketingCommunicationCommunicationalSituation1绪论1.1研究对象界定本文题为商业终端营销传播情境探析显见传播情境为本文研究对象商业终端和营销都是传播情境一词的限定语定义传播情境首先要了解情境情境一词频繁出现于哲学社会学心理学语言学美学伦理学等不
8、同学科之中对其的定义体现了多角度多层面多中心的特点因此传播情境需要在对情境定义的辨析中寻找自己的准确定位综合哲学社会学心理学的多种定义本文所指的情境Situation是指事物发生并对机体行为产生影响的环境条件和因素的总称需要指岀的是情境与意境不同情境是客观的具体环境而不是主观的精神境界1同时客观情境只有为个体所意识所理解才能更好地促成特定行为活动的发生客观情境的主观化是个体行为活动的必要而非充分条件关于传播Communication的定义有符号说互动说共
