绿色低碳新兴产业的网络营销模式创新与城市双碳发展

Innovation of Network Marketing Models for Green and Low Carbon Emerging Industries and Dual Carbon Development in Cities

摘要: 绿色低碳新兴产业的网络营销模式在推动城市低碳转型中发挥着重要作用。本文系统分类了绿色低碳新兴产业的网络营销模式，并构建了基于AHP的综合效能评价指标体系，从环境效益、经济效益、社会效益和可操作性四个维度对不同模式进行量化评估。结果显示，区块链透明溯源模式和政府联动绿色消费券模式在综合效能中表现突出，而AR/VR体验和KOL合作模式则因技术成本和市场潜力限制排名靠后。

Abstract: The online marketing model of green and low-carbon emerging industries plays an important role in promoting urban low-carbon transformation. This article systematically classifies the network marketing models of green and low-carbon emerging industries, and constructs a comprehensive efficiency evaluation index system based on AHP to quantitatively evaluate different models from four dimensions: environmental benefits, economic benefits, social benefits, and operability. The results show that the transparent traceability model of blockchain and the government linked green consumption voucher model perform outstandingly in comprehensive efficiency, while the AR/VR experience and KOL cooperation model rank lower due to technological cost and market potential limitations.