亚马逊图书双向品牌营销模式研究

发布时间：2018-03-11 18:23

本文选题：亚马逊　切入点：大数据　出处：《当代传播》2017年04期 　论文类型：期刊论文

【摘要】：伴随着互联网和电子商务的迅速发展,全球商业环境发生急剧变化,大数据给企业带来了应对复杂商业环境的新思路。凭借对互联网大数据的掌握,推进线上线下的双向融合模式是品牌营销的发展方向,结合网络和实体店的优势进行个性化推荐,从而可以实现资源的最优化配置。本文通过对互联网巨头亚马逊的线上线下双向营销模式分析,从数据、跨界、用户思维三大角度探析其转型升级路径,为国内互联网企业的转型发展提供参考。
[Abstract]:With the rapid development of the Internet and e-commerce, the global business environment has changed dramatically. Big data has brought enterprises a new way of dealing with the complex business environment. It is the development direction of brand marketing to promote the two-way integration mode between online and offline, which combines the advantages of network and physical stores to carry out personalized recommendation. Through the analysis of the online and offline two-way marketing mode of Internet giant Amazon, this paper analyzes the transformation and upgrading path of Amazon from three angles: data, cross-border, and user's thinking. To provide a reference for the transformation and development of domestic Internet enterprises.
【作者单位】：华东政法大学传播学院;华东政法大学马克思主义研究中心;
【分类号】：G239.712-F

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