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                            网络“微时代”对市场营销的影响与对策

                            时间:2019-03-10 来源:现代营销(下旬刊) 作者:郭春梅 本文字数:4364字

                              摘    要: 本文在阐释网络微时代和市场营销关系、现状以及特点的基础上,针对网络微时代给市场营销带来的营销和挑战做出分析并提出相应对策,以其为相关领域的理论和实践提供参考。

                              关键词: 网络; 微时代; 市场营销; 策略研究;

                              一、网络“微时代”的概念及特征

                              (一)网络微时代的概念

                              WANGLUOWEISHIDAI,MUQIANXUESHUJIESHANGWUQUANWEIDINGYI。BIZHERENWEI,WANGLUOWEISHIDAISHIJIYUHULIANWANGDEYINGYONG,ZAIZHONGGUO,WANGLUOWEISHIDAIYI2009NIANXINLANGTUICHUWEIBOKEFUWUWEIQIDIAN,YIWEIXIN、WEIDIANYING、APP、WEIWANGZHANDEDENGWANGLUOWEIXINGPINGTAIDEXINGQIWEIBIAOZHIDEYIGEXINXICHUANBOSHIDAI。

                              (二)网络微时代的信息传播特征

                              YUCHUANTONGDEXINXICHUANBOMOSHIYOUSUOBUTONGDESHI,WANGLUOWEISHIDAIXIADEXINXICHUANBOYIFANGBIANHEJISHIZHECHENG,BUJINFANGBIANCHUANBO,TONGSHIYEJUYOUHENQIANGDESHIXIAOXING。JUTIERYAN,WANGLUOWEISHIDAIDEXINXICHUANBOJUYOUZAITIDEBIANXIEXING、CHUANBODEJISHIXING、NEIRONGDEJIANYUEXINGSANDATEZHENG。

                              二、网络“微时代”对市场营销的影响

                              (一)对市场营销渠道的影响

                              CHUANTONGDESHICHANGYINGXIAOQUDAOYILAIYUCENGCENGGUANXIWANGCUNZAI,ERWANGLUOWEISHIDAIDEDAOLAI,ZENGJIALEYINGXIAOQUDAO。YIWANGQIYEDESHICHANGYINGXIAOYILAIYUDIANSHI、BAOZHIDENGCHUANTONGMEIJIEDEZUOYONG。WEIBO、WEIXIN、WEISHIHEWEIWANGDENGPINGTAIDEPUJI,WEIQIYEDESHICHANGYINGXIAOTIGONGLEDUOYANGHUADEQUDAOXUANZE,JIYUWANGLUO“WEISHIDAI”DE“WEIYINGXIAO”,JIANGCHEDIGAIBIANCHUANTONGYINGXIAOGUANNIAN,WEIQIYEKAICHUANGSHICHANGYINGXIAOXINMOSHI。

                              (二)对传统营销方式的冲击

                              随着网络微时代的发展,传统的“硬广告”营销方式已经不能满足人们的需求,因此如何将广告信息有效地根植于“软信息”当中是对新时代企业市场营销提出的更高要求。当下的微营销环境下,越来越多的企业在营销中发挥软文和软广告的作用,利用受众的情感需求将广告信息传播出去,并最终达到既定的营销效果。如许多营销微博,就常常利用受众对知识或者情感的需求打造专业的知识性或情感问题微博,以此获得用户的关注和信赖,并将广告信息穿插在其中。
                             

                            网络“微时代”对市场营销的影响与对策
                             

                              (三)对营销成本的影响

                            星云棋牌官网下载   CHUANTONGDEYINGXIAOMEIJIE,RUDIANSHIRENGYOUZHEJUDADEYINGXIANGLI,JUTONGJI,HUNANWEISHIZAI2017NIANDANTAICHUANGSHOUZONGECHAOGUO63YIYUAN。QIYEDUIYUDIANSHIMEIJIEDEQINGLAISHUOMINGCHUANTONGGUANGGAOMEIJIEDEYINGXIANGLIRENGZAI,DANPANGDADESHUZIYEBIAOMINGCHUANTONGGUANGGAOMEIJIEDEGUANGGAOTOURUJUDA,ZHEIYIWEIZHEQIYEDEYINGXIAOCHENGBENJIFUDANJIAZHONG。YUCIXINGCHENGXIANMINGDUIBIDESHI,WEIYINGXIAODECHENGBENYAODILIANDEDUO。ZHEISHIYINWEI,WEIYINGXIAODECHUANBOPINGTAIBENSHENJUYOUMIANFEIXING,ERGUANGGAODECHUANBOYILAIYUGUANGDAYONGHUERFEIZHENGSHIDEMEITI。DANGRAN,SUOWEISHUIJUNYEBUKEBIMIANDICUNZAI,DANQIYEGUYONGSHUIJUNDEFEIYONGXIANGBIYONGYUTOUFANGDIANSHIGUANGGAODENGCHUANTONGMEIJIEERYANYAODILIANDEDUO。

                              三、网络微时代的市场营销特色及挑战

                              (一)网络微时代的市场营销优势和特色

                              WANGLUOWEISHIDAIDESHICHANGYINGXIAOJIWEIYINGXIAOXIANGBIYUCHUANTONGDESHICHANGYINGXIAOERYAN,JUYOURUXIATEDIAN:

                              1. 目标的精确性

                            星云棋牌官网下载   WEIBO、WEIXINJIWEISHIDENGWANGLUOWEIPINGTAI,BUDANYONGYOUPANGDADEYONGHUQUN,YEZAIYIDINGCHENGDUSHANGXINGCHENGLEYIGEGEXIAOQUANZI,ERMEIGEXIAOQUANZIDOUYOUZIJIDEQUNTITESEHEXIHAO。WEIYINGXIAOJIEZHUSHOUJIYINGYONGDENGTIGONGDESHEJIAOYOUSHI,JIANGSUOYIKEYITUISONGDEXINXICHENGXIANJIJIDINGDESHOUZHONGQUNTI,ERSHOUZHONGQUNTIYIJUZISHENDEXUYAOXUANZEDUIXINXISUIPIANJINXINGJIESHOUBINGZHENGHE。KEYISHUO,WEIYINGXIAORANGSUOYOUDEGETIDOUYOUJIHUIJIESHOUDAOXIANGGUANXINXI,JIERSHIQIYESHIXIANJINGQUEHUADEYINGXIAO。

                              2. 形式的多样性

                              JINGUANWEIYINGXIAODEPINGTAIDADUOHESHOUJIYOUGUAN,DANZHEIBINGBUYINGXIANGQIYINGXIAOFANGSHIDEDUOYANGXING。CONGXIANZAIDEQINGKUANGLAIKAN,WEIYINGXIAODESHOUDUANHEXINGSHIBINGBUDANYI。XINXICHUANBOZHEJIKEYITONGGUOTUPIANHEWENZIXIYINSHOUZHONGDEYANQIU,YEKEYITONGGUOSHIPINLAIDADONGSHOUZHONG。JIKEYIJIANGXUYAOCHUANBODEXINXIZHIJIEFABUZAIPINGTAISHANG,YEKEYIZAIRUANWENZHONG“WUYI”CHUANCHA。CONGPINGTAILAIKAN,JIKEYIXUANZEYONGHUSHULIANGPANGDADEWEIBO,YEKEYIXUANZEGUANXIWANGQIANGDADEWEIXIN,HAIKEYIXUANZENIANQINGRENQINGLAIDEWEISHI、WEIWANG、WEIXIAOSHUODENGDENG,SHIXIANHETEDINGQUNTIDETUWENYUYINDEQUANFANGWEIHUDONGGOUTONG。

                              3. 交流的互动性

                            星云棋牌官网下载   WEIYINGXIAOYUCHUANTONGYINGXIAOZUIDADEBUTONGZAIYU,CHUANTONGYINGXIAOSHUYUDANXIANGCHUANBOMOSHI,ZAICHUANTONGDEYINGXIAOHUODONGZHONGXINXICHUANBOZHEJIANGXINXICHUANBOJISHOUZHONG,DANSHISHOUZHONGQUEBINGBUNENGJISHIBINGZHENSHIDIJIANGZIJIDEXIANGFAFANKUIJIXINXICHUANBOZHE,DANWEIYINGXIAOQUEMIBULEZHEIYIQUEHAN。ZAIWEIYINGXIAOZHONG,YITUOYUWEICHUANBOPINGTAIDEHUDONGXING,XINXICHUANBOZHEHEXINXIJIESHOUZHEZHIJIANKEYIJINXINGJISHIERYOUXIAODEHUDONG。

                              (二)网络微时代的市场营销面临的挑战

                              1. 粉丝的忠诚度问题

                              YIWEIBOWEILI,XUDUOQIYEDEGUANVHUOYINGXIAOWEIBODOUJUYOUPANGDASHULIANGDEFENSI,WEIBOYEWANGWANGNENGHUODEJIQIANSHANGWANDEZHUANFALIANG,RANERZHEIXIEFENSIHEZHUANFALIANGJIUJINGNENGDAIBIAOSHENMENI?SHIDAIBIAOFENSIDUIGAIQIYETEBIEGUANZHU,HUOZHEJINJINSHIDUIGAIQIYEDEWEIDIAOWEIBOGANXINGQUJIUHENNANJIANDING,CIWAIZHEIXIEFENSIDUIGAIQIYEHUOGAIPINPAIDEZHONGCHENGDUYOUDUOSHAO,ZHEIXIEDOUSHIQIYEZAISHICHANGYINGXIAOZHONGHENNANBAWODENANTI。SHISHISHANG,CHULEXIAOMISHOUJIYIWAI,ZAISHICHANGSHANGHENSHAOYOUYIGEPINPAITONGGUOWEIYINGXIAOHUODELEXIAOFEIZHEDEZHANGJIUZHONGCHENGDU。

                              2. 营销平台管理问题

                            星云棋牌官网下载   WEIYINGXIAOSHIYIGEZHUNRUMENJIANXIANGDANGDIDEYINGXIAOFANGSHI,DANSHIQIYEYIDANKAISHIJINXINGWEIYINGXIAO,NEIMEJIUBIXUXISHUIZHANGLIU,ZHANGJIUCHIXUDIKAIZHANXIAQU。BIXUDUIQIXIADEZHANGHAODENGYOUZHUANRENJINXINGZHANGQIDALI,QUEBAOXINXIDEGENGXINJIYUFENXIDEHUDONGDECHIXUXING。FOUZE,GAIQIYEDESHILIHUOXINYUDUJIANGHUISHOUDAOFENSIHUAIYI,CONGERCHUXIAN“DIAOFEN”DENGXIANXIANG,ZUIZHONGQIANGONGJINQI。

                              3. 竞争白热化

                            星云棋牌官网下载   WEIYINGXIAOZUOWEIXINSHIDAIDEYIZHONGYINGXIAOFANGSHI,BUDANYINGHELENIANQINGRENDEKOUWEI,YEJUYOUSHENGQIANDENGYOUSHI,SUOYIDANGJINDEQIYEWULUNDAXIAOJIHUDOUSHEZUWEIYINGXIAOLINGYU。PANGDADEJINGZHENGQUNTI,BUDANSHIGUANGGAOXINXIFANLAN,SHUIJUNHENGXING,CONGERSHIQIYEWEIYINGXIAOHUODONGNANDUJINYIBUZENGJIA。RUHEZAIJILIEDEJINGZHENGZHONGTUOYINGERCHU,ZAISHOUZHONGMIANQIANZHANXIANZISHENDEYOUSHIHETESE,BINGXINGCHENGZUIZHONGDEGOUMAILIHUOPINPAIZHONGCHENGDUSHIDANGQIANQIYEJINXINGWEIYINGXIAOBIXUTAOLUNDEYITI。

                              四、网络微时代市场营销策略研究

                              (一)建立过硬的营销团队

                              BULUNSHIWEIBOYINGXIAO、WEIXINYINGXIAOHAISHIWEIDIANYINGYINGXIAO,SHENZHISHUOWULUNSHICHUANTONGYINGXIAOHAISHIWANGLUOWEIYINGXIAO,DUIYUYINGXIAOERYAN,JIANLIYIZHINENGDAYINGZHANGDEYINGXIAOTUANDUISHIBIBUKESHAODE。WANGLUOWEISHIDAIDESHICHANGYINGXIAOZHUZHONGHUDONG,XINXICHUANBOZHETONGGUOFABUSHOUZHONGGANXINGQUDEXINXI,XIYINGEGECENGCIDESHOUZHONGGUANZHU。BUDANRUCI,WEIPEIYANGSHOUZHONGDEZHONGCHENGDU,HAIXUYAOYUNYONGDUOZHONGBANFAGONGGUYUSHOUZHONGDEGUANXI。YISHANGZHONGZHONG,XUYAOQIANGDADEZIYUANZHENGHEHEYINGXIAONENGLI,MEIYOUYIZHIZHUANYEDEYINGXIAOTUANDUISHIHENNANZUODAODE。TEBIESHIWEIBODEQIANHOUTAIGUANLI,DALIANGDEXINXIFABUHEFENSIHUDONG,JILIANHEMINGREN、HONGRENYINGXIAO,JIASHANGXIANSHANGXIANXIADEHUODONGJUXING,DOUXUYAORENLISHIXING。TONGLI,WEIXINGONGZHONGPINGTAIDERUANWENFABU,YIJIGEZHONGXIANSHANGXIANXIAHUODONGDESHIXINGYESHIXUYAOYINGXIAOTUANDUI。ERWEIDIANYINGYEYIYANG,QIANQIGUSHINEIRONGJIAGOU,ZHONGQIZHIZUOJIHOUQIBOFANG、TUIGUANGDOUXUYAOTUANDUISHISHI。

                              (二)制订微营销战略计划

                            星云棋牌官网下载   WEIYINGXIAOKANSIJIANDAN,LEISIYUSHAGUASHITUIGUANG,DANZHEIZHISHIBIAOXIANG,SHIJISHANGRENHEYIGECHENGGONGDEWEIYINGXIAOHUODONGDOULIBUKAIYINGXIAOTUANDUIDEJINGXINCEHUA。ZAIQIYEJINXINGWEIYINGXIAOZHICHU,YIDANJIANLIQIYINGXIAOTUANDUI,JIEXIALAIJIUSHIZHIDINGYINGXIAOJIHUA。YINGXIAOJIHUAFENWEIDUANQI、ZHONGQIHEZHANGQI,NEIRONGBAOKUOPINGTAIXUANZE、YINGXIAONEIRONGCEHUA,DENGDENG。

                            星云棋牌官网下载   ZAIZUOJIHUAQIAN,YAOZHAOZHUNQIYEDEDINGWEI,BINGGENJUMEICIYINGXIAONEIRONGDEBUTONG,XUANZEHESHIDETUIGUANGPINGTAIJINXINGZHONGDIANYINGXIAO。BIRUSHUO,DANGQIYEXINCHULEYIZHONGCHANPIN,XUYAODAXIANGPINPAIZHIMINGDU,NEIMEKEYIXUANZEZAIWEIBOZHIZAOREDIANHUATI;RUGUOXUYAOJIANLIZHANGJIUDEXINLAIGUANXI,JINXINGQINGGANXIAOSHOU,NEIMEKEYIXUANZEWEIXINGONGZHONGPINGTAIHEPENGYOUQUAN;RUGUOQIYEXIANGYAOSHULIQIYEXINGXIANG,XUANCHUANQIYEWENHUA,ZEKEYIXUANZEWEIDIANYINGZHEIZHONGMOSHI。ZONGZHI,WEIYINGXIAOJIHUABUNENGGENFENG,YAOJIEHEQIYEDESHIJI,BINGSUISHIDIAOZHENG。2010NIANHONGJIYISHIDE“FANKETI”JIUSHIFANKECHENGPINDEYINGXIAOTUANDUIJINGXINCEHUADEYICICHENGGONGDEWEIBOYINGXIAOHUODONG,GAICEHUAWEIFANKECHENGPINDEWEIBODAILAILEPANGDADEFENSILIANG,BINGDADATIGAOLEFANKECHENGPINDEWANGLUOZHIMINGDU。

                              (三)运用多重营销手段

                            星云棋牌官网下载   ZAIDAZAOYINGXIAOTUANDUI,JIZUOHAOXIANGGUANCEHUAZHIHOU,JIEXIALAIJIUSHIJIANGYINGXIAOJIHUAFUZHUSHIJIANLE。WEIYINGXIAODEYINGXIAOSHOUDUANBUYIERZU,BUJINPINGTAIDUOYANG,ZAIMEIGEPINGTAIDEYINGXIAOFANGSHIYEYOUDUOZHONGXUANZE。XIAMIANZUOXIANGXIDEJIEXI:

                              1. 打造多个微传播平台

                            星云棋牌官网下载   DUIYUYIBANQIYEERYAN,JINJINZAIDANGEWEIYINGXIAOPINGTAIJINXINGYINGXIAOYUANYUANBUGOU,YINWEIRENHEYIZHONGPINGTAIDOUYOUQIJUXIANXING。YINCI,QIYEYAOZAIWEIYINGXIAOZHONGDADAOZUIJIAXIAOGUO,DAZAODUOYANGHUADEYINGXIAOPINGTAIHENYOUBIYAO。BUJINJINYAOZAIWEIBOJIANLIZHANGHAO,YEYAOZAIWEIXIN、WEIXIAOSHUODENGZHUDUOPINGTAI“ZHAGEN”,ERTONGYIGEPINGTAI,BUJINYAOJIANLIGUANFANGZHANGHAO,YEYAOJIANLI“XIAOHAO”,BUJINQIYEYAOCANYUYINGXIAO,YUANGONGYEYAOSHIDANGCANYU。BIRUGUIDINGHEYUANGONGDEWEIBOZHANGHAOTONGYIDAISHANGGONGSIQIANZHUIHUOHOUZHUI,RU“GUGEZHONGGUO——ZHANGSAN”,ZHEIYANGBUJINWEIQIYEDEPINPAIZUOLEXUANCHUAN,YERANGSHOUZHONGZAIZHENGQIHUAYIDEZHANGHAOSHANGKANDAOLEQIYEYUANGONGDETUANJIEXIEZUO,WUXINGZHONGJIANGZENGJIASHOUZHONGDUIGAIQIYEDEXINXIN。

                              2. 借助名人效应进行营销

                              BUGUANSHIWEIBO、WEIXINHAISHIWEIDIANYING,ZAIMINGRENCHONGBAIREDUBUJIANDEQINGKUANGXIA,LIYONGMINGRENXIAOYINGJINXINGYINGXIAOTUIGUANGSHIGEBUCUODEXUANZE。WEIBODEMINGRENXIAOYINGBUYANERYU,BUJINJINSHIMINGRENDEWEIBOYONGYOUSHUSHIWANNAIZHISHANGQIANWANDEFENSILIANGKEYIZUOZHENG,TONGSHIJINJINIANZAIWEIBOSHANGYOUMINGRENFABIAOHUATIYINFADESHIJIANYEZUYISHUOMINGMINGRENDEWEILIJUDA。BIRUTAIWANYANYUANMAJINTAOWEIBOKAIBOBUDANXUNSUXIYINFAPIFENSI,CISHIHAIBEIHAIXIADUIANDETAIWANBAOZHISHIWEIQIGUAN。WEIDIANYINGZUOWEIXIAOXINGDIANYING,SUIZHEQIZHUANYEXINGZENGQIANG,YEZHUJIANYOUCAOGENXIANGMINGRENFAZHAN。YINWEIMINGRENXIANGDUIYUCAOGENGENGJUZHIMINGDUHEYINGXIANGLI,YIDINGCHENGDUSHANG,MINGRENGENGSHIHECHONGDANGYIJIANLINGXIU,YINCIWEIDIANYINGYUELAIYUEPIANHAOYUXUANZEMINGXINGZUOZHUJIAO。

                              3. 制造热点话题

                              WEIBODEREDIANHUATISHIQIYEJINXINGWEIYINGXIAODEJUEJIASHOUDUAN,TONGGUODUIREDIANHUATIDEBAWO,KEYISHIQIYEHUOQIYEDEHUODONG、CHANPINZAIZUIDUANDESHIJIANNEIJINRUDAZHONGDESHIYE,HUODEJIGAODEDIANJILVHEGUANZHUDU。YINCI,BULUNSHIWEIBOBENSHENDETUIGUANGYEHAO,HAISHIWEISHIPINDETUIGUANGYEHAO,ZAIWEIBOZHIZAOREDIANHUATIDOUNENGHUODEBUCUODEGUANZHUXIAOGUO。

                              DANGRAN,JINRUREDIANHUATIDEBUJINYOUHAODESHIWU,YEYOUFANMIANDESHIWU。YINCI,QIYEYINGXIAOTUANDUIYAOBAWOYIGEDU,RUHERANGREDIANHUATIZHUANHUAWEIJIJIDEXIAOYINGERFEIXIAOJIDEXIAOGUO。BIZHEJIANYI,QIYEKEYITONGGUOCEHUAGONGYISHIJIANLAIZHIZAOREDIANHUATI。YINWEI,GONGYISHIJIANBUDANNENGXUNSUYINQIGUANZHU,YENENGZAIWUXINGZHONGZENGJIASHOUZHONGDUIQIYEDEHAOGANHEXINREN。DANGRAN,BIZHESUOWEICEHUAGONGYISHIJIAN,JUEBUSHIHUYOUDAZHONG,ERSHISHISHIZAIZAIZUOGONGYI。

                              4. 积极开展互动营销

                              WEIYINGXIAOYUCHUANTONGYINGXIAODELINGYIDABUTONGZAIYUXINXICHUANBOZHEKEYIYUXINXIJIESHOUZHEJINXINGSHISHIDEHUDONG。ZAIWANGLUOWEISHIDAI,CHUANBOZHEHESHOUZHONGZHIJIANBUZAISHIYAOBUKEJI,SHOUZHONGYEBUZAISHIDANXIANGJIESHOUXINXI。ZAIWEIYINGXIAOSHIDAI,JIAQIANGYUSHOUZHONGDEHUDONGDUIYUWENGUGUANXI、JIANLIPINPAIZHONGCHENGDUYOUHENDADEZHULI。WEIYINGXIAOZHONGDEHUDONGBAOKUOCHANGGUIHUDONGHEHUODONGHUDONG。QIZHONG。CHANGGUIHUDONGSHIZHIZAIWEIBOLIMIANHUIFUFENSIDESIXIN、PINGLUN,ZHUANFAFENSIDEWEIBODENG,YEBAOKUOZAIWEIXINLIMIANHUIFUFENSIDEPINGLUN,YUFENSIJINXINGJIAOLIU。HAIBAOKUOZAIWEISHIPINDEFABUPINGTAIDUIPINGLUNZHEJINXINGHUIFU,DENGDENG。CHANGGUIHUDONGBUXUYAOTAIDUOCEHUA,DANXUYAOYOUZHUANRENSHIXING,YIBIANNENGJISHIFAXIANWENTI。ERHUODONGHUDONGZEXUYAOJINXINGSHIXIANCEHUA,RUJUXINGXIANSHANGYOUJIANGGUANZHU、ZHUANFA,JUXINGXIANXIAGELEIHUODONGDENGDENG。YAOWENGUFENSI,ZENGQIANGQIYEDEPINPAIZHIMINGDU,BIYAODEXIANSHANGXIANXIAHUDONGSHIBUKESHAODE。

                              结语

                              WANGLUOWEISHIDAIDELAILINCUISHENGLEWEIYINGXIAOZHEIZHONGSHICHANGYINGXIAOMOSHI,YIFANGMIANJIQIYEDAILAIJUDADEJIYU,LINGYIFANGMIANYEJIQIYEZAOCHENGYIDINGYALI,BIPOQIYEZAISHICHANGYINGXIAOFANGMIANJINXINGZHUANXING。MUQIAN,WANGLUOWEISHIDAIDESHICHANGYINGXIAOXIANZHUANGZONGTILEGUAN,BIAOXIANZAIQIYEDECANYUDUGAOHESHOUZHONGDEJIESHOUXINGQIANGLIANGFANGMIAN。YUCHUANTONGDEYINGXIAOXIANGBI,WANGLUOWEISHIDAIDESHICHANGYINGXIAOJUYOUHUDONGXINGQIANG、CHENGBENJIAODIDENGYOUSHI,ZHEIYESHIWEIYINGXIAOSHIDAILAILINDEYUANYINZHIYI。

                              参考文献

                              [1]严优铃.基于微博平台的互动营销研究[J].华东师范大学学报,2013.
                              [2] 王喜才,周杰.微博客的发展概述[J].北京:北京电力高等专科学校学报,2012.
                              [3]林思文.凯迪拉克的微营销[J].新闻传播,2013.
                              [4]黄洁.对微营销团队微营销能力的多维解读[J].青春岁月,2013.
                            星云棋牌官网下载   [5]冶兰英,刘冬晖.企业争相掘金“微营销”[N].深圳商报,2013.

                              本文引用格式:郭春梅.浅谈网络“微时代”的市场营销[J].现代营销(下旬刊),2020(02):60-61.
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