Report to Shanghai student affairs center

how to understand digital living space

in the book "creative communication management: marketing revolution in the digital age", digital living space is described as follows: "generally speaking, the new communication form based on the Internet relies on digital technology, The virtual rection and amplification of various information dissemination and exchange activities in human daily life creates a new type of digital living space

from the perspective of the distribution of users' life time, users spend more and more time on the Internet, and their dependence on the digital living space constructed by the Internet is increasing, while their dependence on the real living space is relatively decreasing, and brands and consumers are becoming more and more netizens. The Internet has penetrated into all aspects of people's lives. Especially with the development of mobile Internet, it has fundamentally changed the life style and consumption habits of consumers

generally speaking, digital living space is an extension of real life on the one hand, and on the other hand, it is separated from real life. The life style of digital living space is the mapping, rection, enrichment and amplification of human daily life. Taking China as an example, according to the latest report of China Internet Network Information Center, "by the end of June 2013, the number of Internet users in China had reached 591 million, an increase of 26.56 million compared with the end of 2012. The Internet penetration rate was 44.1%, 2.0 percentage points higher than that at the end of 2012. "

in a sense, users gather in this huge living space covering the whole world, and according to users' personal preferences, living habits and social attributes, they gather into large and small network communities with different characteristics. Here, users can shop, entertain, learn online, communicate, conct e-commerce, and even have exclusive transaction coins. For example, bitcoin, which appeared in recent years, has the characteristics of "decentralization, free from any organization or group constraints, anonymity, high concealment, convenient transaction, low transaction cost, etc, At the beginning of its birth, these bitcoin's affiliated characteristics make it different from other currencies. It is unique and scientific, and graally infiltrates into people's daily life in the time and space of the Internet. " Now, some businesses on Taobao can receive bitcoin for transaction settlement. John Donahoe, chief executive of eBay, has also said that eBay is exploring how to integrate bitcoin into its PayPal payment network. Digital living space, like real life space, is becoming more and more people's main way of life. Network theorist A. R. stone once pointed out that cyberspace "is undoubtedly a social space, where people still meet face to face, but we need to redefine" encounter "and" face to face ". He intends to emphasize that cyberspace is more and more closely connected with the real space, which can provide users with extremely real opportunities for them to have real communication with each other

in the digital living space, human beings get rid of the shackles of single identity in reality and move towards "digital people". They can create all kinds of virtual identities according to their own preferences and fantasies. Online identity has been completely separated from real identity. This is the first real "identity liberation movement" in human history, It has greatly enriched the types of human social relations. Digital living space is a totally different ecosystem. People in digital living space will use virtual identity to more fully release themselves, or more carefully hide themselves, and more recklessly express their most real inner needs

in the digital living space, enterprises exist in the form of information entities. They must adapt to the laws of the digital living space, strive for more resources and create more advantages in this environment. Traditional enterprises are used to influencing consumers in their real life space, but now, such influence is too limited. In a certain sense, the main battlefield of future enterprise competition will be the invisible digital living space

nowadays, there is no doubt that digital marketing is necessary. The rapid development of Internet advertising market is the best proof. In 2013, several single brand advertisers with hundreds of millions of Yuan chose to launch on the Internet. According to millbrown's prediction, the proportion of brand advertisers in 2015 is 4:3:3, namely TV 4, Internet 3 and other media 3

for enterprises, how to do it and how to better build a brand in the digital world in the era of big data have become more critical issues. The traditional way of marketing has been unable to well touch the consumers, today's consumers want more practical help and services. The traditional relationship between enterprises and consumers has evolved into a "service relationship" in the digital living space. Users become the life, enterprises become the life service, and media become the service platform of life solutions. Enterprises provide services for the life through the service platform of various life solutions

from consumer to life

Chaplin's comedy "modern age" satirizes the "side effects" of large-scale standardized proction in the instrial age. Although the proction efficiency is improved through assembly line professional operation, it brings people's differentiation. Standardized proction not only alienates procers, but also makes consumers fall into the trap of consumerism

consumers are the starting point and end point of instrial proction. The number of consumers determines the market scale, the quality of consumers determines the market value, and the structure of consumers determines the market structure. Under the standardization framework of instrial society, consumers are regarded as homogenous "atoms" because of their fixed consumption relations. They only pay attention to their commonness, but ignore their differences

with the advent of the era of big data accompanied by the development of the Internet, the concept of "consumer" is facing more challenges. Generally speaking, it is manifested in the following four aspects:

first, "consumer" is an indivial concept. As a kind of indivial behavior, consumption is the basis of consumers' survival and development. Although the consumer behavior is indivial consumption, there is a profound social logic behind it. The concept of consumer, though seeing the indiviation of consumption behavior, has stripped the sociality of consumption behavior. Indivial consumption is private, and the logic behind it is difficult to identify with small data tools. If we only focus on the people in "consumption", it is easy to make the standardized proction of enterprises full of uncertainty

secondly, "consumer" is a typed concept. Typed demand is the basis of economies of scale, but niche demand and personalized demand are difficult to meet. Therefore, instrial economy is a typical economy of scale. Restricted by the time and space constraints of proction and consumption, not all consumer goods enterprises are willing to provide them. Only when they reach a certain proction scale can they proce. "28 law" has become the behavior rule of most enterprises in the instrial age. The super space-time nature of digital living space aggregates the decentralized indivial needs and provides the possibility for new opportunities

"I am Jiang Xiao Bai" and "super pure" are the two Baijiu procts proced by Chongqing Jiangjin distillery (Group) Co., Ltd. in March 2012, with the target of two young people after 80 and after 90. The Chinese Mainland Youth Baijiu Baijiu (BR />
) does not drink liquor voluntarily, or even considers liquor as "the choice of parents' generation", which has caused many puzzles to many Baijiu manufacturers. I'm Jiang Xiao "has become a youth fashion brand through social media in one year, making the passive drinking post-80s and post-90s become active drinking, and gaining a lot of market revenue. Compared with Chinese mainland Baijiu, Moutai, Wuliangye, Luzhou Lao Jiao and Langjiu, "I am Jiang Xiao Bai" can only be considered a mini brand, but it has grasped the market opportunity of the big data era, and has satisfied the indivial demand of decentralization and indiviation. Thirdly, "consumer" is an abstract concept. Enterprises often seek typical consumers and consumption scenarios, and constantly strengthen the relevance of the proct with typical consumers, typical consumption behaviors and typical consumption scenarios through mandatory advertising communication. This search for abstraction often peels off the diversified life scenes, and it is easy to treat consumers as the same. Therefore, the "social visibility" of fresh consumers is very low, and enterprises can only pay attention to their abstract group characteristics, while ignoring the dynamic and changeable consumption behavior< Fourth, consumers are a broken concept, which is reflected in two aspects: first, time and space are broken. Enterprises believe that consumer behavior is random, and it is difficult to explore the consistency of consumers' purchase behavior. Therefore, the retail market of "the last mile" has become the key area of enterprise competition; Second, consumption is isolated, which makes it difficult to explore the relevance between consumer behavior and consumer life. Small data can not penetrate the relevance of consumer behavior, which is the root of consumer cognitive fracture. We should excavate the internal logic of consumer behavior and daily life on the basis of big data

generally speaking, the concept of consumer is a proct of the era of small data, which meets the needs of standardized proction and consumption in the era of instrialization, but it is difficult to gain insight into the continuity and indivial differences of consumer behavior. In addition, consumption is only a part of the user's life, and can not be separated from the relevance of other social behaviors in the user's life. In the era of big data, the existence form and social behavior of users are digitized, and the relevance of user behavior and the particularity of user existence can be clearly described. Therefore, the enterprise's cognition of users should also be promoted from "consumer" to "life person"

the concept of "living person" was created by Japan's Bo Bao Tang in the 1980s. The first time we came into contact with this concept was at a lecture held by Dentsu in Peking University in 1998. According to the explanation provided by the Comprehensive Research Institute of life in Bo Bao Tang, "SEI Katsu Sha (the living) means that the consumer group is not just about consumption and shopping." SEI Katsu "means life and life," Sha "means people," SEI Katsu Sha "means people who live their own lives, which covers not only the economic level of people as consumption, And there's also the psychosocial and political dimension of being an indivial. " This concept is broader than the concept of "consumer". From the perspective of economics, "consumer" is the buyer of goods, while "life person" expresses the people who have their own lifestyle, aspirations and dreams. Among them, there are not only brand consumers, but also potential consumers

the premise of effective marketing communication is to regard the communication objects as living, flesh and blood people who live in the world and have rich characteristics. Only by observing them in an all-round way and grasping their essence can we better communicate with them, predict the possible changes in the future, and constantly adjust their marketing communication strategies so that they can communicate with enterprises and enterprises

CE certification is compulsory certification of the European Union. CE is the abbreviation of "European Community" in French. CE certification is a kind of safety mark. No matter the procts proced by EU member states or other non members, they must be pasted with CE mark before they can be sold in the EU market

if the procts sold to Europe do not comply with CE certification or do not paste CE certification mark, they will be regarded as unsafe or illegal procts and will not be able to enter any EU Member States. If they are found not to comply with CE certification, the procts will face serious consequences of being expelled from the European market

extended information:

the meaning of CE mark is that the proct with CE mark has passed the corresponding conformity assessment proceres and / or the manufacturer's declaration of conformity, which is in line with the relevant EU directives, and it is used as the proct's permit to enter the EC market

the instrial procts with CE mark required by the relevant directive shall not be put on the market without CE mark. The procts with CE mark that have entered the market shall be ordered to withdraw from the market if they fail to meet the safety requirements. Those who continuously violate the relevant CE mark of the directive will be restricted or prohibited from entering the EU market or forced to withdraw from the market

CE mark is not a quality mark, but a mark that represents that the proct has complied with the European standards and directives on safety / health / environmental protection / hygiene. All procts sold in the European Union should be marked with CE mark

Passengers can take bus No.5, 66, 88, 88 night shift, 111, 124, 160, 161, 193, 240, 246, 252, 270, 277, 306, 306 night shift, 312, 315 to Changchun medical insurance administration bureau

Changchun medical insurance administration

address: No. 166, East Fanrong Road, Nanguan District, Changchun City

some bus stops near Changchun medical insurance administration and buses passing by are as follows

1. Fanrong road bus stop, about 34 meters away from Changchun medical insurance administration bureau, passes by bus No.5, 66, 88 night shift, 111, 124, 160, 161, 193, 240, 246, 252, 270, 277, 306, 306 night shift, 312 and 315

2. Fanrong road bus stop, about 178 meters away from Changchun medical insurance administration bureau, passing by bus No. 66, 88, 88 night shift, 111, 124, 160, 193, 240, 246, 252, 270, 277, 306, 306 night shift, 312 and 315

passengers can take the above buses to Changchun medical insurance administration

Insurance editor to help you answer, more questions can be answered online

passengers can take bus No.5, 66, 88, 88 night shift, 111, 124, 160, 161, 193, 240, 246, 252, 270, 277, 306, 306 night shift, 312, 315 to Changchun medical insurance administration

bus line: Light Rail Line 4 → 227, the whole journey is about 12.3km

1. Walk about 600m from the second company of Changchun light rail operation to the depot station

2. Take light rail line 4, pass 8 stops, and reach zizida Road Station

3. Walk about 310m to linhejie station

4. Take 227, pass 7 stops, and reach tongtongtongjie station

5. Walk about 120m, Arrive at Jinqilin Electronics (Changchun City