正版新书]2023中国数字营销年度报告中国商务广告协会数字营销专

第一章  总  论...................................................................................................................1
一、数字营销的定义 ..................................................................................................3
（一）数字营销应用范围的演变 ............................................................................3
（二）数字营销的多维内涵 ....................................................................................3
二、中国数字营销的总体概况 ..................................................................................5
（一）数字营销的发展历史 ....................................................................................5
（二）数字营销行业环境分析 ................................................................................8
（三）数字营销发展现状 ......................................................................................18
（四）数字营销行业发展趋势与前景 ..................................................................20
三、中国数字营销在国际上的位置 ........................................................................23
（一）正在全线数字化的国际广告市场 ..............................................................23
（二）中国数字营销的国际地位与思考 ..............................................................25
第二章  数字营销与经济.................................................................................................33
一、数字营销与中国经济 ........................................................................................35
（一）数字营销带来的经济驱动 ..........................................................................35
（二）中国经济与市场对数字营销的驱动 ..........................................................36
（三）数字资产与数字营销 ..................................................................................36
二、数字营销与数字经济 ........................................................................................39
（一）数字经济的概述 ..........................................................................................39
（二）数字经济与数字营销的相互影响 ..............................................................43
第三章  数字营销行业生态.............................................................................................47
一、渠道篇 ................................................................................................................49
（一）电商 ..............................................................................................................49
（二）社交媒体 ......................................................................................................59
（三）短视频 ..........................................................................................................69
（四）长视频 ..........................................................................................................79
（五）OTT ...............................................................................................................90
（六）融媒体 ........................................................................................................111
（七）智能终端 ....................................................................................................120
二、服务商篇 ..........................................................................................................131
（一）技术 ............................................................................................................131
（二）代理 ............................................................................................................137
三、用户篇 ..............................................................................................................140
（一）移动互联网用户纵览 ................................................................................140
（二）移动互联网重点细分用户 ........................................................................143
第四章  数字营销与品牌实践.......................................................................................155
一、营销篇 ..............................................................................................................157
（一）电商营销 ....................................................................................................157
（二）内容营销 ....................................................................................................166
（三）互联网广告 ................................................................................................174
（四）社媒营销 ....................................................................................................186
（五）LBS 营销 ....................................................................................................201
（六）跨屏营销 ....................................................................................................214
（七）创新营销 ....................................................................................................226
二、实践篇 ..............................................................................................................233
（一）品牌实践的思考 ........................................................................................233
（二）品牌营销的案例 ........................................................................................241
第五章  数字营销趋势...................................................................................................253
一、数字营销环境变迁 ..........................................................................................255
（一）高质量发展与降本增效 ............................................................................255
（二）数字营销价值持续升级 ............................................................................257
（三）数字营销行业秩序规范力度加强 ............................................................262
二、数字营销生态变化 ..........................................................................................266
（一）数字营销行业生态多样化趋势加强 ........................................................266
（二）寡头与长尾机构生存空间拓展 ................................................................270
（三）共赢诉求下的话语权变动 ........................................................................272
（四）营销业务部门中心化 ................................................................................274
三、数字营销实践风向 ..........................................................................................277
（一）用户导向下的圈层细分、人群模型研发与体验管理 ............................277
（二）从“品效”到“品心效销” ......................................................................279
（三）直播电商市场趋向精细化运营 ................................................................283
（四）内容营销回归本质 ....................................................................................285
（五）社媒营销深层次聚焦兴趣 ........................................................................288
（六）私域营销备受重视且工具丰富 ................................................................291
（七）沉浸体验、虚实交互成为数字营销新风口 ............................................293
（八）海外数字营销助力出海企业 ....................................................................294
附  录...............................................................................................................................303
后  记...............................................................................................................................306

中国商务广告协会数字营销委员会是中国商务广告协会下属二级机构。委员会由以互联网为代表的各类数字媒体、数字营销策划与代理机构、品牌主、调查机构、高校等与数字传播业务相关的机构与组织自愿结成的、跨传播主体的非营利性的组织，接受中国商务广告协会的业务领导和监督管理。