大数据时代营销创新研究的价值、基础与方向

The Value,Foundation and Directions of the Studies on Marketing Innovation in the Big Data Era

大数据研究已经成为当前理论研究热点,但其与管理学,特别是与营销管理研究的结合还非常缺乏。在分析大数据时代营销创新研究现实价值的前提下,从大数据与营销创新研究两方面系统梳理现有研究基础,进而基于技术发展与管理变革互动的视角提出大数据时代营销创新研究的三大方向,即大数据的营销应用价值研究、大数据时代营销创新的内在机理与支撑体系研究。旨在将大数据与营销管理变革有效结合,为推动大数据时代营销创新的相关研究提供基础借鉴与方向指引。

The research on big data has become the studies hotspot, but the research combining big data with management, or especially marketing is still very scarce. This paper on the basis of analyzing the value of the research on marketing innovation in the big data era, systematically concludes the existing foundation of the studies on big data and marketing innova- tion. Based on the interaction perspective of on technology development and management changes, the paper presents the future directions of marketing innovation in the big data era, namely the study on application value of big data in marketing, internal mechanism and support system of marketing innovation in the big data era. This paper aims to combine effectively big data with marketing management changes, and provide positively basic reference and orientation guides for promoting the related researches on marketing innovation in the big data era.