电子商务的迅速发展对消费者行为和市场营销环境都产生了深刻而重要的影响,正确认识这些影响,对于企业适应新环境,更好的细分市场、采用先进的营销手段和方法、满足消费需求具有重要的意义.社区化、个性化的营销模式正是微观市场营销在电子商务平台上的体现和深化.%The rapid development of e-commerce has a profound and important influence on consumer behavior and marketing environment. Correctly understanding these effects is of great significance for the enterprise to adapt to new environments, better subdivided market, use advanced marketing tools and methods, meet consumer needs. Community-based and personalized marketing model is the reflection and deepening of micro-marketing on e-commerce platform.
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