大数据时代下数字营销理论的起源和发展

Origin and development of digital marketing theory in the era of big data

随着数字经济的不断发展,数字营销的前沿性与重要性日益凸显。它逐步融入互联网环境下的各类营销活动、运营,深刻影响着企业与消费者之间的互动。文章从数字营销的产生、发展历程和应用等方面对其进行了大致梳理,首先追溯了数字营销的初步实践,然后整理了相关学者对数字营销概念的表述,接着对数字营销的应用和发展进行了阶段性划分,最后总结了对数字营销的理解。

With the continuous development of the digital economy,the forefront and importance of digital marketing are becoming increasingly prominent.It gradually infiltrates into various marketing activities and operations under the Internet environment,profoundly affecting the interaction between enterprises and consumers.The article provides a general overview of the emergence,development process,and application of digital marketing.Firstly,it traces the initial practice of digital marketing,then summarizes the expressions of relevant scholars on the concept of digital marketing,and then divides the application and development of digital marketing into stages.Finally,it summarizes the understanding of digital marketing.