1、网络营销的变革：从Web1.0到Web3.0
1. Web marketing changes: from Web1.0 to Web3.0
（1）基于Web1.0的网络营销。Web1.0时代，互联网是可读网络，且有人数的参与限制，用户通过浏览器获取信息，基于Web1.0的网络营销手段是会员制营销、网上拍卖、电子邮件、搜索引擎营销等。从文化角度来说，Web1.0属于精英文化。Web1.0时代下，互联网只是一个信息的简台，程序是专业人士进行编辑的。网站内的所有操作都需要接受过专业培训的人才能进行，如：信息的编辑、、网站的维护和管理；因此平台的操控只能是业内人士或专业团队。对于普通用户来说，基于Web1.0的网络营销是遥不可及的。（2）基于Web2.0的网络营销。Web2.0实际是在Web1.0的基础上扩展了信息的来源，让信息更具个性化，同时能够让部分用户参与网站内容的编辑，从只读到可读而且可写的阶段。与Web1.0相比较，Web2.0时代更加注重用户间的交互。从文化角度来说，Web2.0属于草根文化。Web2.0是大家共同分享知识，共同创作，最重要的是一般网民也可以成为网站建设的一员。Web2.0网站的内容通常是由用户的，使得用户既是互联网的生产者，又是互联网内容的享受者，这就让基于Web2.0技术的网站为用户提供了更多参与的机会。基于Web2.0的网络营销手段主要是博客营销、电子书营销、网络社区营销、即时通讯营销等。（3）基于Web3.0的网络营销。在Web3.0环境下，互联网内的信息交互更加高效，用户实现自身价值的机会更多。因为Web3.0是全新的人与机器交互的时代，大量冗余信息慢慢减少，人性化和精准化的聚合信息更多，使得每个角落的用户都能够交流和分享，而人们未来生活中的主要方向将会是智能化搜索。从文化角度来说，Web3.0属于个性文化。而web3.0网络营销实现的一个关键是语义网，语义网是通过在Web中增加机器可以理解的语义来更好地使机器与人进行互相操作，使网络上杂乱无章的信息按照一定的顺序排列，用户能够快速搜索到自己所需要的信息[2]。Web3.0的网络营销模式将实现不同终端的兼容，从而实现信息的双向沟通，更符合现阶段网民的需求。基于web3.0的网络营销满足用户更高层次的追求，是未来网络营销的发展新趋势。
Web1.0 is an elite culture from a cultural point of view. Web1.0 is an Internet stand of information that is edited by professionals. In the Web1.0 era, the Internet is a readable network, with limited number of participants; the Web is accessible through browsers, web marketing is based on Web1.0, online auctions, e-mails, search engine marketing, and so on. In the Web1.0 era, the Internet is only a platform of information that needs to be edited by professionals. All operations in the web are carried out by professionally trained people, such as editing of information, maintenance and management of the web site; the platform is controlled by a web of web-based networks that can only be accessed by insiders or by professional teams. For ordinary users, web-based marketing is remote, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, and web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-based, web-access, web-based, web-based, web-based, web-access, web-based, web-based, web-access, web-access, web-access, web-access, web-access, web-access, web-access, web-access, web-access, web-access, web-based, web-based, web-based, web-based.
2、基于Web3.0的网络营销新模式
2. New Web marketing model based on Web3.0
Web3.0环境下网站的权限变小了，用户可以更加方便地进行访问，而信息筛选是通过语义来实现，因此能够高效地对信息进行过滤和提取，大大缩短等待的时间，满足用户对信息更高层次的个性化追求。同时Web3.0使得用户充分实现其劳动价值，让有能力的用户参与网站生产，调动了用户的积极性。此外，Web3.0将人对信息的要求与网络上的海量信息进行聚合，因为用户需要的不仅是各种社交软件，而是基于用户的个性化需求和行为构建的平台。Web3.0环境下的网络营销不仅仅是按照用户提出的要求为其提供全面的服务，更要提供针对用户嗜好、行为习惯而设计的个性化服务；也可根据用户提交的需求信息，让其深入定制个性化页面的门户网站；或者可根据用户使用喜好及关注习惯而汇总的相关信息，立刻提供聚合有效的个性化解决方案。个性化营销信息能够减少用户网上信息搜索的成本，并且把信息立刻反馈给后台系统进行记录整合[3]。
Web3.0 allows users to fully realize their labour value and engage capable users in website production, mobilizing user motivation. Furthermore, Web3.0 brings people's information requirements together with the big information on the web, because users need not just social software but a platform based on user's individualized needs and behaviour. Web3.0 enables network marketing not only to provide comprehensive services to users as requested by users, but also to provide customized services designed to respond to user preferences and behavioural habits; it also allows users to customize in-depth individual pages on the basis of their needs; or it provides effective individualized solutions based on user preferences and interests.
2.1基于Web3.0的网络营销新模式之一：精准营销从营销的本质来看，若web1.0是大众营销，web2.0就是分众营销，而web3.0则是精准营销。精准营销就是企业以消费者为核心，通过分析他们每一个单体，包括交易、社交等行为活动和特征在内的一切数据，得出该个体消费者当前或者潜在的需求并以解决消费者需求为目的，通过各种方式针对消费者实施的高效、准确、高回报的营销活动。在Web2.0环境下，参与互联网的用户分布在世界各地，即使他们互相能够分享各自的新鲜事，但是网站对用户的信息并不能够完全地存储和分析，因此用户的价值没有充分地发挥。但是在web3.0技术时代，网站能够通过记录在线用户浏览的足迹和消费习惯，将信息进行高效快速地聚合，分析其存在的价值和感兴趣的产品，从而将海量用户进行细分，制定出符合他们的最佳营销方案。Web3.0的信息精确性能给用户提供精准快捷的营销信息，技术地创新减轻了后台工作人员的负担，也使得用户上网更具针对性和有效率，最大程度地满足用户的高层次追求[4]。在Web3.0环境下，网络营销最大的特点就是精准营销，即通过获取用户近期搜索过的关键词或者浏览过的商品页面的信息，进行记录和分析并以此来提供相关营销信息的营销模式。例如淘宝收藏和分享宝贝都会在页面下方显示“你可能感兴趣的商品”，如果是淘宝专业户，你会发现淘宝有一个“我的足迹”，在里面你能查找自己最近浏览的宝贝，而淘宝后台会针对你浏览的记录为你提供相关商品。又或者你到百货超市购物，超市会推销会员卡，办理会员卡需要填写姓名联系方式等资料，而当你购物刷卡的时候，会员卡会记录你所购买的商品，然后后台针对这些数据进行存储和整合。平时超市搞促销活动的时候，就会根据你的消费倾向，把相关的活动信息发送到你办理会员卡时填写的手机号上进行宣传，这就是基于Web3.0的网络营销的精准营销。
2.1 One of the new models of web marketing based on Web3.0 is its own: Precision marketing is by the very nature of marketing, if web1.0 is mass marketing, web 2.0 is by popular marketing, and web3.0 is by precision marketing. Precision marketing is by the fact that businesses focus on consumers by analysing all data on each of their monolithics, including transactions, social events and characteristics, by capturing the current or potential needs of individual consumers and by addressing consumer needs by means of efficient, accurate and rewarding marketing activities for consumers. In the context of Web 2.0, users involved in the Internet are distributed around the world, even if they are able to share their own freshness with each other, but the information about users is not fully stored and analysed. In the technological era of Web3. The website is able to capture, by recording the footprints and consumption habits of online users, and by analysing the value and interest of products that you have.
2.2基于Web3.0的网络营销新模式之二：全员营销Web3.0继承了Web2.0的所有特性，比如：以用户为中心，用户可以创造内容，Blog依然大行其道，互联网上依然涌现出大量的个人原创日志��但Web3.0更为注重的是帮助用户实现他们的劳动价值。在Web2.0技术下，互联网用户的所有工作都差不多是免费的，作为免费劳动力，用户的个性劳动价值是很难得到体现的，故而用户参与的积极性不高，因为用户很难在网站上把劳动成果转变成货真价实的金钱。而Web3.0网络营销的核心思想是让参与生产的用户充分发挥他们的劳动价值，Web3.0的优势在于，在互联网上，用户既享有权利又拥有义务，因为他们是网站内容的生产者，同时又是能享受互联网产物的拥有者。这就是全员模式[5]。即不同用户在不同的领域各自扮演着不同的角色，履行着不同的职责，Web3.0会使互联网营销变成一种全员营销的模式，参与者与网站共同获利。谁能更好的利用网络社会资源，谁就是赢家，谁能更懂得合作和理解速度，谁就是胜利者。这就是基于Web3.0的网络营销的全员营销。
2.2 New model of Web marketing based on Web3.0: Under Web3.0, all Internet users are almost free of charge, and the user's individual labour value is difficult to capture, and therefore the user's participation is not high, because it is difficult for users to turn labour results into real money on the web site. The central idea of Web3.0 marketing is that users who participate in production will fully realize their labour value. The advantage of Web3.0 is that, on the Internet, users have both the right and the obligation to use it as a free labour force, and that the user's individual labour value is difficult to capture, and therefore the user's motivation is not high, because it is difficult for users to translate labour results into real money on the web site.
2.3基于Web3.0的网络营销新模式之三：众包营销众包式营销模式指的是一个公司或机构把过去由员工执行的工作任务，以自由自愿的形式外包给非特定的大众网络的做法。众包的任务通常是由个人来承担，但是如果涉及到需要多人协作完成的任务，也是有可能以依靠开元的个体生产的形式出现[6]。基于Web3.0网络营销的众包模式正在成为未来的一种必然趋势，因为其核心是让网络用户实现自身劳动价值；在Web3.0时代，用户既是网站信息产品的生产者，又是互联网内容的享受者，每个提供众包服务的用户，同时也可能是企业的潜在消费者。而众包的核心也包含着与用户共同创造价值的理念，忽略用户需求的网站，最终将会被淘汰。Web3.0技术下，出现了新的商业战略模式，它解决了一些企业的相关需求，既能够节省成本，又能提高工作效率，加大转化率，促使网络营销更上一个新领域。在未来，众包营销模式的网络营销将会是合作共赢，资源互补的互联网，因为成千上万活跃的消费者活跃于众包平台上，并且他们将运用自身的智慧与实践，创造新的网络营销时代。
2.3 New models of web marketing based on Web3.0: The crowdsourcing model refers to the practice of a company or institution of outsourcing tasks previously performed by its employees to non-specific public networks on a voluntary basis. The tasks of crowdsourcing are usually carried out by individuals, but, if they involve tasks that require multi-person collaboration, are likely to occur in the form of home-grown production[6]. Under Web3.0, new business strategy models are emerging that address the needs of a number of businesses that are both cost-effective and more efficient in terms of productivity and transformationalization, as well as potential consumers for each provider of crowdsourcing services. In the future, the core of crowdsourcing is also embedded in the concept of creating value together with users, ignoring the user’s needs.
3、结语
3. Concluding remarks
网络营销从以产品为主的Web1.0时代演变到以消费者为主的Web2.0时代，再到网络营销价值重新分配的Web3.0时代，体现了网络营销的重要变革和发展趋势，基于Web3.0的网络营销模式促使互联网营销更加个性化，信息更具精准性，更大地发挥网络营销的价值。
The evolution of network marketing from a product-based Web1.0 era to a consumer-based Web 2.0 era and to a re-allocation of network marketing values in the Web3.0 era reflects important changes and developments in network marketing, with web marketing models based on Web3.0 contributing to more personalization of Internet marketing, more precision of information and greater use of the value of network marketing.
作者：胡海波 单位：广东药学院教师
Author: Hu Haibo Unit: Teacher, Guangdong College of Pharmacy
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