精众是什么?是一个简单的噱头还是务实可操作的理念,是一种状态还是一种新的路径?大众和分众之后,精众到底能不能为我们构建一种新的营销方式、路径或是体系?在体量日益庞大的中国消费市场面前,消费者的分化和重聚趋势非常明显,这个过程当中知识体系和操作方法都面临着重构的挑战,这就是精众营销研究的起点。随着技术的发展,市场的变化,同世界广告业一样,中国广告业的核心概念、作业手段以及业务边界几乎天天在变。作为广告人,无论是学界还是业界,如 Is it a simple gimmick or a pragmatic philosophy, a state or a new path? After the mass and the audience, can the elites build a new way of marketing, pathways or Is the system? In the face of the increasingly large mass consumer market in China, the trend of differentiation and reunification of consumers is very obvious. In this process, the knowledge system and operation methods are faced with the challenge of reconstruction. With the development of technology and market changes, like the world advertising industry, the core concepts, methods of work and business boundaries of China’s advertising industry are changing almost daily. As an advertiser, both academics and industry, such as