重庆特色小镇高质量发展的数字化营销策略研究  

Research on Digital Marketing Strategy for High-Quality Development of Characteristic Towns in Chongqing

作　　者：朱凌汉 沈忠明[1] Zhu Linghan;Shen Zhongming(Business College,Southwest University,Chongqing 402460)

机构地区：[1]西南大学商贸学院,重庆402460

出　　处：《中国商论》2025年第7期44-48,共5页China Journal of Commerce

基　　金：2021年度重庆市社会科学规划委托项目“重庆特色小镇高质量发展战略选择与政策保障研究”(2021NDWT09);重庆市高等教育教学改革研究重点项目“基于‘互联网+’培养新商科赋能型人才的‘教产学研’协同机制与实践研究”(222053)。

摘　　要：当前,数字经济蓬勃发展,推动重庆特色小镇高质量发展的数字化营销,是顺应数字经济、实现可持续发展的重要举措。这需要从营销模式、流量运营、营销组织等层面,重构数字化营销的运行机制。本文基于重庆市特色小镇高质量发展的数字化营销现状展开分析,深入挖掘目前存在的主要问题及成因,积极探寻多元数字化营销的新模式。同时,本文建议企业合理推进数字营销组织变革,并从“7T”理论出发,提出树立企业形象的切实可行路径。本文旨在为重庆市特色小镇高质量发展的数字化营销转型升级提供具有价值的理论探索,助力重庆特色小镇在数字化时代实现更好的发展。In the current era of booming digital economy,promoting high-quality development of Chongqing’s characteristic towns through digital marketing is an important initiative aligned with the digital economy and sustainable development goals.This requires a restructuring of digital marketing mechanisms in terms of marketing models,traffic operations,and marketing organizations.This paper analyzes the current state of digital marketing for the high-quality development of characteristic towns in Chongqing,identifies the main challenges and their underlying causes,and explores diversified new models of digital marketing.It further suggests that enterprises should rationally promote digital marketing organizational transformation and proposes practical strategies for shaping corporate image based on the"7T"theory.This study aims to provide valuable theoretical insights into the digital marketing transformation and upgrading of Chongqing's characteristic towns,supporting their better development in the digital age.

关 键 词：特色小镇 高质量发展 数字营销 数字经济 品牌推广 社交媒体 

分 类 号：F299.27[经济管理—国民经济] F713.50