在创客群体中,返乡创业人员是一支引人注目的生力军,然而,受自身条件和经历的限制,其营销素养普遍偏低,成为制约创业的短板。文章阐述了返乡创业人员应具备的多种营销素养,大胆探索了该群体营销素养培养的三种主要途径。 Among the trader groups, returning entrepreneurs are a striking new force. However, due to their own conditions and experience, their marketing qualifications are generally low and become the shortcomings restricting entrepreneurship. The article elaborates on a variety of marketing accomplishments that returnees should have, and boldly explores three main ways to cultivate their marketing accomplishments.