市场营销聚合及影响因素探讨

发布时间：2018-06-06 08:16

本文选题：市场营销聚合 + 影响因素　；参考：《商业经济研究》2016年17期

【摘要】：市场营销作为企业一项重要的经营活动,对企业的生存和发展有着至关重要的作用。自21世纪以来,随着信息技术的不断创新、互联网的广泛应用以及网络经济的迅猛发展,人们在消费观念和行为方式上都发生了一定的变化。具体来看,大数据时代下,消费者往往通过传统渠道和数字化渠道相结合的方式来满足自身需求。因而这部分消费群体并非纯粹的传统消费者或数字消费者,而是两者聚合的结果—聚合型消费者。为了更好了解聚合型消费者和聚合型消费行为,人们在传统营销理念的基础上,结合数据化营销的特点,形成了新的市场营销理论,即市场营销聚合。基于此,本文首先对市场营销聚合的概念及产生进行简要阐述,继而找出影响市场营销聚合的关键因素,即互联网的快速发展、现代信息技术和信息化的发展、商业竞争的加剧、网络经济的发展、消费观念及消费行为的变化和保持五大因素,并有针对性地提出市场营销聚合的相关策略,以期为大数据时代下企业的发展提供理论参考。
[Abstract]:As an important business activity, marketing plays an important role in the survival and development of enterprises. Since the 21st century, with the continuous innovation of information technology, the wide application of the Internet and the rapid development of the network economy, people have changed their consumption concept and behavior. Specifically, in the big data era, consumers often meet their own needs through the combination of traditional channels and digital channels. Therefore, these consumers are not pure traditional consumers or digital consumers, but the aggregate consumers. In order to better understand the aggregate consumer and aggregate consumer behavior, based on the traditional marketing concept and the characteristics of digital marketing, a new marketing theory, that is, marketing aggregation, has been formed. Based on this, this paper first briefly describes the concept and production of marketing aggregation, and then finds out the key factors that affect marketing aggregation, that is, the rapid development of the Internet, the development of modern information technology and information technology. The aggravation of commercial competition, the development of network economy, the change and maintenance of consumption concept and behavior, and the relevant strategies of marketing aggregation are put forward in order to provide theoretical reference for the development of enterprises in the era of big data.
【作者单位】：郑州财经学院;
【分类号】：F274

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