营销科技的发展、应用及研究现状评述与展望

Marketing Technology(MarTech):Development,Application,Research,and Future Directions

科学技术的飞速和蓬勃发展,为企业营销带来了挑战,也带来了机遇。而现有的文献对营销科技的发展、应用、革新以及研究现状缺少系统的研究和梳理,因此,厘清营销与科技的关系,识別营销科技的发展阶段、应用场景、革新形式对企业和学术界都很重要。本研究以科技的更新变化及应用为标志,将营销科技的发展划分为五个阶段,梳理了科技在营销领域的应用框架,进而提出了营销科技的六种应用类型另外,本研究述对国家自然科学基金委管理科学部自1986年以来围绕营销科技的资助项冃进行了分析,对现有的研究方向和资助状况进行了梳理,进而指出了未来研究的重点方向。

The rapid development of technology brings opportunities and challenges for marketing management,while,the current research hasn't studied marketing technology(MarTech)systematically.Thus,it is important to clarify the relationship between marketing and technology,the phases of MarTech evolution,the types of MarTech applications,and the levels of MarTech innovation.In this study,we proposed that MarTech has been developed into five phases.We also built a framework of technology used in marketing.Besides,this study also analysed the NSFC research projects from 1986 to 2021,and summarized the current research.Finally,this paper indicated the future research directions of MarTech and marketing.