The paper puts forward the concept of idea of graphs based on the theory of embeddability in graphs which gives a new way to form marketing mixture.

• 通过列数学中图的可嵌入性理论的引申和应用,提出观念图的概念,建构了观念的要素组合分析方法,为运输型物流企业观念营销的实施和管理提供方法论基础。