数字营销和社交媒体的崛起,一方面导致企业的市场营销部门架构正在发生变化,营销决策者的角色随之改变;另一方面,对营销人的能力和素质也提出了新的要求。过去,企业内的营销部门是相对比较独立的部门,他们负责设计市场宣传方案,配合新品上市促进销售的完成等。由于互联网的崛起和大数据时代到来,市场营销部门与企业内的其它部门之间的配合越来越多,融合性更 The rise of digital marketing and social media, on the one hand, has led to a change in the structure of the company’s marketing department, and the role of marketing decision makers has changed. On the other hand, new demands have also been placed on the ability and quality of marketers. In the past, the marketing department within the company was a relatively independent department. They were responsible for designing the marketing plan and cooperating with the listing of new products to promote the completion of sales. Due to the rise of the Internet and the advent of the era of big data, there are more and more cooperation between the marketing department and other departments within the company.