论模式营销

发布时间：2018-01-03 03:24

本文关键词：论模式营销　出处：《北京大学学报(哲学社会科学版)》2015年04期 　论文类型：期刊论文

【摘要】：用生态网络思维重新审视战略营销,可以将商业模式理论全面融入营销学体系,建立与战略营销互补的模式营销理论。通过对商业模式的重新定义,对逻辑一致、标准统一的商业模式分类问题和网络价值计算问题的解决以及为什么产品价格低于平均成本还能赢利的理论难题的探究,我们发现:1.模式营销注重企业、顾客和伙伴合作共赢共同创造和交易网络价值;2.模式营销可以创造卖方营销和自动营销;3.商业模式和商业战略都是企业用来获得竞争优势和提升业绩的营销手段,它们既互补并存又动态交替;4.商业模式分类是商业模式创新的理论基础,商业模式创新是模式营销的关键,是颠覆战略营销跳出零和竞争的最佳手段。
[Abstract]:If we re-examine the strategic marketing with the thinking of ecological network, we can integrate the business model theory into the marketing system, and establish the mode marketing theory which is complementary to the strategic marketing theory, through the redefinition of the business model. To the logic consistent, the standard unified business model classification problem and the network value computation question solution as well as why the product price is lower than the average cost still can profit the theory difficult question to explore. We find that model marketing focuses on enterprises, customers and partners cooperate to create and trade network value; 2.Model marketing can create seller's marketing and automatic marketing; 3. Business model and business strategy are both marketing means used by enterprises to gain competitive advantage and improve their performance. They complement each other and alternate dynamically; 4. Business model classification is the theoretical basis of business model innovation, and business model innovation is the key of mode marketing, and the best means to subvert strategic marketing from zero and competition.
【作者单位】：北京大学光华管理学院;
【基金】：国家社科基金重点项目“经济全球化和网状经济时代商业模式创新发展与应用研究”(项目编号:10AGL005)
【分类号】：F274
【正文快照】： 经济学和营销学正面临一场理论危机:僵化的行业线性思维导致现有的理论脱离现实,无法解释为什么产品价格低于平均成本,免费或者负价格还能赢利?为什么一些垄断企业产品定价比完全竞争下的产品定价还要低?甚至免费?战略营销理论正是行业线性思维的产物。本文将用生态网络思维重

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