数字化时代传统媒体遭遇了替代性的变化,媒体价值被取代,商业价值萎缩,传统营销传播产业正在被颠覆,传统营销思维也在逐渐发生转变,社会化营销逐渐成为主角,而这其中思维的变化决定了营销方式的变化。大数据、互联网思维对社会化营销传播产生了巨大影响。一、传统思维下的营销菲利普·科特勒曾提出营销就是通过创造和交换产品与价值,使个人或集体满足欲望、需 In the digital era, the traditional media suffered an alternative change. The value of the media was replaced and the commercial value was shrinking. The traditional marketing and communication industry was being subverted. The traditional marketing thinking was also gradually changing. Social marketing was gradually becoming the protagonist, and the changes in thinking Decided to change the marketing approach. Big data, Internet thinking has had a huge impact on social marketing communications. First, the traditional thinking of marketing Philip Kotler has put forward that marketing is through the creation and exchange of products and values, so that individuals or groups to meet the desire to be