数字营销的发展和变革  

Development and Transformation of Digital Marketing

作　　者：陈华[1] CHEN Hua(School of Business,Huaihai Institute of Technology,Lianyungang 222005,China)

机构地区：[1]淮海工学院商学院,江苏连云港222005

出　　处：《淮海工学院学报（人文社会科学版）》2018年第10期91-93,共3页Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)

摘　　要：互联网和数字化技术的高速发展,正催生新的人机交互模式,进而产生新的营销模式——数字营销,这给整个市场营销领域带来了巨大的冲击,甚至产生了革命性的变革,这些变革主要表现为:基于大数据分析制定营销策略,使用数据分析实施自动化营销或智能营销,内容营销和新型营销体验等。未来随着大数据、物联网、人工智能和可穿戴设备等技术的应用,将产生新一代的人机互动模式,催生新一代营销模式的发展并不断更新。The development of Internet and digital technology is promoting new human-computer interaction mode,and then producing new marketing mode-digital marketing,which has brought great impact to the whole marketing field,and even had revolutionary changes.These changes are mainly as follows:making marketing strategies based on large data analysis;using data analysis to implement automated marketing or intelligent marketing;content marketing and new marketing experience.In the future,with the application of big data,Internet of things,artificial intelligence and wearable equipment,a new generation of human-computer interaction model will be generated to promote the development of a new generation of marketing mode and constant updating.

关 键 词：数字化技术 营销 数字营销 营销变革 

分 类 号：F713.360[经济管理—产业经济]