Based on the advanced market conceptualizations and the emergence of market-shaping strategy and mixed business models, this study develops a theoretical definition and a practical solution of digital marketing for ethnic ventures' mixed business model and market-shaping strategy. This study argues that building an ethnic foothold can feasibly empower ethnic ventures' market-shaping over mass customization and customerization and thus allows the ventures to grow fast through their mixed business model combining business-to-business and business-to-consumer. Subsequently, for the main part, adopting a design scientific approach and relying on web demographics' interoperability and geographic reference, we design and test a procedure of market-shaping strategy for ethnic ventures. Exemplified by a data subset collected from people-finder websites regarding Vietnamese Americans in Texas, our process of mixed business model and market-shaping strategy uniquely involves three stages: (1) acquisition and identification, (2) description and secondary clustering, and (3) conscription and network-targeting.

基于先进的市场概念化以及市场塑造策略和混合商业模式的出现，本研究为民族企业的混合商业模式和市场塑造策略提供了数字营销的理论定义和实际解决方案。这项研究认为，建立民族立足点可以切实地增强民族企业在大规模定制和客户化方面的市场塑造能力，从而使企业能够通过结合企业对企业和企业对消费者的混合业务模型来快速发展。随后，在主体部分，我们采用设计科学的方法，并依靠网络人口统计学的互操作性和地理参考，设计并测试了民族企业的市场塑造战略程序。获取和识别，（2）描述和辅助聚类，以及（3）征兵和网络定位。