2026年全國研究生考試英語考試時(shí)長：120分鐘滿分：100分班級：__________姓名：__________學(xué)號：__________得分：__________試卷名稱：2026年全國研究生考試英語考核對象：報(bào)考全國碩士研究生入學(xué)統(tǒng)一考試英語（二）的考生題型分值分布：-判斷題（總共10題，每題2分）總分20分-單選題（總共10題，每題2分）總分20分-多選題（總共10題，每題2分）總分20分-案例分析（總共3題，每題6分）總分18分-論述題（總共2題，每題11分）總分22分總分：100分---一、判斷題（每題2分，共20分）1.Thepassageprimarilydiscussestheimpactofsocialmediaontraditionalmarketingstrategies.2.Accordingtotheauthor,digitaladvertisingismoreeffectivethanprintmediainreachingyoungeraudiences.3.Theword"ubiquitous"inthetextmeans"rare"inthecontextofthepassage.4.Thestudycitedinthearticlewasconductedoveraperiodoffiveyears.5.Theauthorsuggeststhatsmallbusinessesshouldavoidonlineadvertisingduetohighcosts.6.Theterm"algorithm"inthepassagereferstoamathematicalformula.7.Thepassageimpliesthatconsumerbehaviorhasremainedunchangedsincethe1990s.8.Theauthorcriticizesthelackofregulationinthedigitaladvertisingindustry.9.Theword"ambiguous"inthetextmeans"clear"inthecontextofthepassage.10.Thepassageconcludesthattraditionalmarketingmethodsarecompletelyobsolete.二、單選題（每題2分，共20分）1.Whatisthemainpurposeofthepassage?A.ToargueagainsttheuseofsocialmediainmarketingB.TocomparedigitalandtraditionaladvertisingmethodsC.TohighlightthebenefitsofprintmediaoverdigitaladvertisingD.Topromotetheadoptionofdigitaladvertisingforsmallbusinesses2.Accordingtotheauthor,whichofthefollowingisakeyadvantageofdigitaladvertising?A.LowercostcomparedtotraditionalmediaB.LimitedreachamongolderaudiencesC.InabilitytotargetspecificdemographicsD.Dependenceonprintpublicationsforsuccess3.Theword"proliferate"inthepassageisclosestinmeaningto:A.DeclineB.ExpandrapidlyC.DisappearD.Reduce4.Whatdoesthepassagesuggestaboutconsumerbehaviorinthedigitalage?A.ConsumerspreferprintmediaoverdigitalcontentB.ConsumersarelessengagedwithonlineadvertisementsC.ConsumersaremorereceptivetotargeteddigitaladsD.Consumersignoremarketingmessagesentirely5.Theauthormentionsthe"algorithm"asanexampleof:A.AmathematicalequationB.AmarketingstrategyC.AtechnologicaltoolusedinadvertisingD.Atraditionalmediaoutlet6.Whichofthefollowingstatementsissupportedbythepassage?A.Smallbusinessesshouldnotinvestindigitaladvertising.B.Digitaladvertisingisonlyeffectiveforlargecorporations.C.Socialmediahasnoimpactontraditionalmarketing.D.Printmediawillalwaysbemoreeffectivethandigitaladvertising.7.Theword"ambiguous"inthepassageisusedtodescribe:A.TheclarityofdigitaladvertisingstrategiesB.TheconfusionsurroundingconsumerpreferencesC.ThesimplicityofmarketingalgorithmsD.Theeffectivenessofprintmediacampaigns8.Whatistheauthor'sattitudetowarddigitaladvertising?A.SkepticalB.SupportiveC.NeutralD.Indifferent9.Thepassageimpliesthat:A.Traditionalmarketingmethodsaresuperiortodigitalones.B.Digitaladvertisingisapassingtrend.C.Consumerbehaviorhasevolvedinthedigitalage.D.Printmediawillneverbereplacedbydigitaladvertising.10.Whichofthefollowingisapotentialchallengeofdigitaladvertising?A.LimitedaudiencereachB.HighcostofproductionC.LackoftargetedmarketingoptionsD.Dependenceontraditionalmediaplatforms三、多選題（每題2分，共20分）1.Accordingtothepassage,whataretheadvantagesofdigitaladvertising?A.TargetedaudiencereachB.Cost-effectivenessC.ImmediatefeedbackD.LimitedcustomizationE.Widergeographiccoverage2.Thepassagementionsseveralchallengesofdigitaladvertising.Whichofthefollowingareincluded?A.HighcompetitionB.PrivacyconcernsC.DependenceontechnologyD.LackofregulationE.Limitedreachamongolderaudiences3.Whatdoesthepassagesuggestaboutthefutureofmarketing?A.Digitaladvertisingwillbecomethedominantmethod.B.Traditionalmarketingwillcompletelydisappear.C.Ahybridapproachcombiningbothmethodswillbemosteffective.D.Printmediawillregainitsformerprominence.E.Consumerbehaviorwillremainunchanged.4.Theauthorusestheterm"algorithm"tohighlight:A.Thecomplexityofdigitaladvertising.B.Themathematicalbasisofmarketingstrategies.C.Theimportanceofdataanalysisinadvertising.D.Theroleoftechnologyintargetingaudiences.E.Theinefficiencyoftraditionalmarketingmethods.5.Whatdoesthepassageimplyaboutconsumerpreferencesinthedigitalage?A.Consumerspreferpersonalizedcontent.B.Consumersarelessinterestedinonlineads.C.Consumersaremoreengagedwithprintmedia.D.Consumersarewillingtopayfortargetedads.E.Consumersignoremarketingmessagesentirely.6.Thepassagediscussestheimpactofsocialmediaonmarketing.Whichofthefollowingarementioned?A.IncreasedbrandawarenessB.EnhancedcustomerengagementC.ReducedmarketingcostsD.LimitedreachamongolderaudiencesE.Decreasedeffectivenessoftraditionalads7.Whatarethepotentialchallengesofdigitaladvertisingmentionedinthepassage?A.HighcostsB.PrivacyconcernsC.DependenceontechnologyD.LackofregulationE.Limitedcustomization8.Theauthorsuggeststhat:A.Smallbusinessesshouldavoiddigitaladvertising.B.Digitaladvertisingismoreeffectiveforlargecorporations.C.Socialmediahasasignificantimpactonmarketing.D.Printmediawillneverbereplacedbydigitaladvertising.E.Consumerbehaviorhasevolvedinthedigitalage.9.Whatdoesthepassageimplyabouttheeffectivenessofdigitaladvertising?A.Itismoreeffectiveforreachingyoungeraudiences.B.Itislesseffectivethanprintmedia.C.Itrequirescarefulplanningandtargeting.D.Itisnotasengagingastraditionalads.E.Itisonlyeffectiveforlargebudgets.10.Thepassagementionsseveralkeytermsrelatedtodigitaladvertising.Whichofthefollowingareincluded?A.AlgorithmB.UbiquitousC.AmbiguousD.ProliferateE.Obsolete四、案例分析（每題6分，共18分）1.CaseStudy:Asmalllocalbakerywantstoincreaseitscustomerbase.Thebakeryownerconsidersinvestingindigitaladvertisingbutisunsurewhetheritwillbeeffective.Theownernotesthattheircurrentmarketingeffortsprimarilyrelyonflyersandlocalnewspapers,whichhavelimitedreach.Theowneralsoobservesthatmanyoftheircompetitorshavealreadystartedusingsocialmediaandonlineads.Questions:a.Whatarethepotentialbenefitsofdigitaladvertisingforthebakery?b.Whatarethepotentialchallengesthebakerymightfacewithdigitaladvertising?c.Howcanthebakerydetermineifdigitaladvertisingisaviableoptionfortheirbusiness?2.CaseStudy:Alargeretailcompanyisplanningtolaunchanewproductline.Thecompanydecidestousedigitaladvertisingtopromotetheproduct.Themarketingteamcreatesaseriesofonlineadstargetingspecificdemographicsthroughsocialmediaplatforms.Theadsincludeinteractiveelementssuchasquizzesandconteststoengagepotentialcustomers.However,thecompanynoticesthattheclick-throughratesfortheadsarelowerthanexpected.Questions:a.Whatfactorsmightcontributetothelowclick-throughratesoftheads?b.Howcanthecompanyimprovetheeffectivenessoftheirdigitaladvertisingcampaign?c.Whatmetricsshouldthecompanytracktoevaluatethesuccessoftheirdigitaladvertisingefforts?3.CaseStudy:Atechstartupislaunchinganewmobileapp.Thecompanydecidestousedigitaladvertisingtocreateawarenessanddrivedownloads.Thestartupcreatesaseriesofadstargetingtech-savvyindividualsthroughsocialmediaandsearchenginemarketing.Theadshighlighttheuniquefeaturesoftheappandofferafreetrialperiodtoattractusers.However,thestartupnoticesthattheconversionratesfromadclickstoappdownloadsarelow.Questions:a.Whataresomepossiblereasonsforthelowconversionrates?b.Howcanthestartupoptimizetheirdigitaladvertisingcampaigntoimproveconversionrates?c.Whatstrategiescanthestartupusetobetterengagepotentialusersandencourageappdownloads?五、論述題（每題11分，共22分）1.Discusstheimpactofsocialmediaontraditionalmarketingstrategies.Provideexamplestosupportyourarguments.2.Analyzethechallengesandopportunitiesofdigitaladvertisinginthecurrentmarket.Whatstrategiescanbusinessesusetoovercomethesechallengesandcapitalizeontheopportunities?---標(biāo)準(zhǔn)答案及解析一、判斷題1.×Thepassagediscussestheimpactofsocialmediaonmarketingbutdoesnotfocussolelyontraditionalmarketingstrategies.2.√Theauthormentionsthatdigitaladvertisingismoreeffectiveforreachingyoungeraudiences.3.×"Ubiquitous"meanswidespreadorcommon,notrare.4.√Thestudymentionedinthearticlewasconductedoverfiveyears.5.×Theauthorsuggeststhatsmallbusinessescanbenefitfromonlineadvertising.6.×Theterm"algorithm"referstoasetofrulesorproceduresinmarketing,notamathematicalformula.7.×Thepassageimpliesthatconsumerbehaviorhaschangedduetothedigitalage.8.√Theauthorcriticizesthelackofregulationinthedigitaladvertisingindustry.9.×"Ambiguous"meansunclearoruncertain,notclear.10.×Thepassageconcludesthattraditionalmarketingmethodsarenotcompletelyobsoletebutmayneedtoadapt.二、單選題1.BThepassagecomparesdigitalandtraditionaladvertisingmethods.2.ADigitaladvertisingisoftenmorecost-effectivethantraditionalmedia.3.B"Proliferate"meansexpandrapidly.4.CConsumersaremorereceptivetotargeteddigitalads.5.CThe"algorithm"isatechnologicaltoolusedinadvertising.6.CSocialmediahasasignificantimpactonmarketing.7.BTheword"ambiguous"describestheconfusionsurroundingconsumerpreferences.8.BTheauthorissupportiveofdigitaladvertising.9.CConsumerbehaviorhasevolvedinthedigitalage.10.ADigitaladvertisingoftenfaceschallengeswithlimitedaudiencereach.三、多選題1.A,B,CDigitaladvertisingofferstargetedaudiencereach,cost-effectiveness,andimmediatefeedback.2.A,B,C,DDigitaladvertisingfaceschallengessuchashighcompetition,privacyconcerns,dependenceontechnology,andlackofregulation.3.A,CDigitaladvertisingwillbecomedominant,andahybridapproachwillbemosteffective.4.A,C,DTheauthorusestheterm"algorithm"tohighlightthecomplexity,dataanalysis,andtargetingindigitaladvertising.5.A,DConsumerspreferpersonalizedcontentandarewillingtopayfortargetedads.6.A,B,DSocialmediaincreasesbrandawareness,enhancescustomerengagement,andhaslimitedreachamongolderaudiences.7.A,B,C,DDigitaladvertisingfaceschallengessuchashighcosts,privacyconcerns,dependenceontechnology,andlackofregulation.8.C,ESocialmediahasasignificantimpactonmarketing,andconsumerbehaviorhasevolvedinthedigitalage.9.A,CDigitaladvertisingismoreeffectiveforreachingyoungeraudiencesandrequirescarefulplanning.10.A,B,C,DThepassagementions"algorithm,""ubiquitous,""ambiguous,"and"proliferate."四、案例分析1.CaseStudy:LocalBakerya.Benefits:Digitaladvertisingcanhelpthebakeryreachawideraudience,targetspecificdemographics,andtracktheeffectivenessoftheirmarketingefforts.b.Challenges:Highcosts,competitionfromotherbusinessesusingdigitalads,andtheneedfortechnicalexpertise.c.DeterminingViability:Thebakerycanconductmarketresearch,analyzecompetitors'strategies,andstartwithasmall-scalecampaigntoassesseffectiveness.2.CaseStudy:RetailCompanya.ReasonsforLowClick-ThroughRates:Poortargeting,irrelevantadcontent,orlowadvisibility.b.ImprovingCampaign:Refinetargetingcriteria,createmoreengagingadcontent,andoptimizeadplacement.c.MetricstoTrack:Click-throughrates,conversionrates,andreturnoninvestment.3.CaseStudy:TechStartupa.PossibleReasonsforLowConversionRates:Irrelevantadcontent,pooruserexperience,orlackoftrustintheapp.b.OptimizingCampaign:Refineadcontenttohighlightkeyfeatures,improveuserexperience,andofferincentivesfordownloads.c.EngagingUsers:Usesocialmediacampaigns,influencerpartnerships,andusertestimonialstobuildtrustandencouragedownloads.五、論述題1.ImpactofSocialMediaonTraditionalMarketingStrategiesSocialmediahassignificantlytransformedtraditionalmarketingstrategies.Unliketraditionalmethodssuchasprintmedia,television,andradio,socialmediaallowsforreal-timeinteractionbetweenbrandsandconsumers.Thisinteractionfostersengagementandbuildsbrandloyalty.Forexample,companieslikeCoca-ColaandNikeusesocialmediaplatformstocreateinteractivecampaignsthatencourageuserparticipationandsharing.Additionally,socialmediaprovidesvaluabledataanalytics,enablingmarketerstotargetspecificdemographicswithprecision.Forinstance,FacebookandInstagramofferdetailedtargetingoptionsbasedonuserinterests,demographics,andbehavior.However,traditionalmarketingstillplaysaroleinbrandawareness.Forexample,anewmovieoftenusestelevisioncommercialstocreateinitialawarenessbeforeleveragingsocialmediaforengagement.Inconclusion,socialmediahasrevolutionizedmarketingbyenablingreal-timeinteraction,precisetargeting,anddata-drivenstrategies,whiletra