The Ascertainment And Analysis Of The Communicational Situation In Commercial Terminal

Communication will play an essential role to the marketing, but the marketing communication means used extensively at present comes to the bottleneck, the advertising cost is higher and higher, it is worse and worse to promote, propagate weaker and weaker in soft news, public relations go against accepted conventions more and more, personnel promote more and more hard, as holding the marketing communicational way, the commercial terminal ought to play a role to combine the marketing function of communicational way. As bearing the weight of these marketing communicational behavior, the communicational situation ought to bear certain spread responsibility independently . This thesis regards communicational situation as the research object, regards communication theory and marketing theory as the basic theories frame, combines such theory, the view and research approach about situation as philosophy , sociology , psychology , linguistics ,etc., carries on the concept to define to commercial terminal marketing communicational situation, classifies and gives an example it from different angles, and sums up and describes to its characteristic . On the basis of strengthening the understanding of communicational situation, from the consumer behaviors angle that the result appears as the communicational effect, the writer study the influence each other between the marketing communicational situation and information, media, disseminator and persons who are spread, and whole of communicational course in the commercial terminal. According to the above result of study finally, combine the social work of author's one's own experience, give good propose how to use commercial terminal marketing communicational situation as one marketing tool strategically and tactically.