购物者营销的研究述评

A Literature Review of Shopper Marketing

在购物者需求日益多样化的背景下,越来越多的企业开始注重购物者营销的实践。鉴于此,对国内外的研究文献进行了梳理,介绍了购物者营销的定义、购物者行为和购物者营销的特征及研究模型,归纳了购物者营销的价值,在此基础上指出了未来的研究方向。

Under the condition of shoppers demand increasingly diverse, more and more enterprises begin to focus on shopper marketing practice. In view of this, authors generalize the research literature domestic and overseas, introduce the definition, shopper behavior, characteristics of shopper marketing, research models, and summarize the functions of shopper marketing, hence on this basis, points out the future research direction.