认同营销是近几年才兴起的一个新概念,它是以目标消费者的身份或自我为核心来运作的,旨在通过满足消费者自我相关的需求来实现企业的目标。本文在对认同营销的概念进行理解和定义的基础上,系统分析和探讨了认同营销的理论逻辑和企业在实践中应遵循的一些重要的方法论原则。 Acknowledgments Marketing is a new concept that has emerged in recent years. It operates on the identity or self as the target consumer, aiming to achieve the business’s goals by meeting the self-related needs of consumers. Based on the understanding and definition of identity marketing, this paper systematically analyzes and discusses the theoretical logic of identity marketing and some important methodological principles that enterprises should follow in practice.