传统媒体如电视报纸,话语权集中在少数人的手上。而新出现的互动数字媒体,如短信、博客或如《一个馒头引发的血案》这样的网络电影,其话语权则掌握在来自普罗大众的创作者手中。现在只要有一台可以上网的电脑,你便可以对任何事情发表评论,而这个评论将会被上千万甚至上亿人看到。互动数字媒体把大众的影响力释放出来了。当消费者的话语权与监督权日益壮大的今天,企业有必要采取一些策略,来维持消费者的满意度。否则消费者有绝对的能力把一家企业PK掉。这些与消费者对应的策略大体上可以分成两大类:进取性的和防御性的。进取性策略1.倾听消费者意见随着互动数字媒体的出现,某些消费者的声音可能被放大了,并以非常快的速度影响着其他的消费者。传统的方法不一定能及时地收 Traditional media such as television and newspapers have a strong voice in the hands of a few. Emerging interactive digital media, such as sms, blogs or internet movies such as “a bread-induced bloodshed,” have a say in the hands of creators from the general public. Now with just one computer with Internet access, you can comment on anything, and the comment will be seen by tens or even hundreds of millions of people. Interactive digital media free the public’s influence. When consumers’ voice and supervisory power are growing day by day, enterprises need to adopt some strategies to maintain consumer satisfaction. Otherwise, consumers have the absolute ability to PK out of a business. These consumer-oriented strategies can be broadly divided into two broad categories: aggressive and defensive. Aggressive Strategies 1. Listen to Consumer Opinion With the advent of interactive digital media, the voice of some consumers may have been amplified and affected other consumers very quickly. The traditional method may not be able to receive in time