摘要
对传统的营销策略进行梳理,找出并分析其存在的局限性。以WEB2.0和WEB3.0时代背景,对构建一个符合时代规律的创新型营销策略体系进行了研究,构建出由价值共创和产消(指消费)合一、生态化和差异化、价值网和物流链、技术创新和科学管理等四大要素构成的营销策略体系。
Sorting out the traditional marketing strategies,this paper finds out and then analyzes their limitations.On this basis,combined with the fact that China is in the stage of web 2.0 and web 3.0,the construction of an innovative marketing strategy system is studied in line with the law of the times,and a marketing strategy system composed of four elements is built:value co-creation and integration of production and consumption,ecology and differentiation,value network and logistics chain,technological innovation and scientific management.
作者
吴杰华
赵晓倩
路江
杨素华
熊琦
WU Jie-hua;ZHAO Xiao-qian;LU Jiang;YANG Su-hua;XIONG Qi(School of International Business,Anhui International Studies University,Hefei 231201;School of Economics and law,East China Vniversity of Politdcal Sciance and Law,Shanghai 201620;School of Economics and Management,Hefei University,Hefei 230601,China)
出处
《合肥学院学报（综合版）》
2022年第3期98-103,共6页
Journal of Hefei University：Comprehensive ED
基金
安徽省人文社科研究项目“经济新常态下安徽中小企业品牌创新研究”(SK2019B005)
安徽省双基建设示范课(物流企业管理)
安徽省质量工程示范实验实训中心项目(2020sxzx11)
安徽省质量工程重点教学研究项目(2018jyxm1329)资助。
关键词
价值共创
营销策略
产消合一
价值网
value co-creation
marketing strategy
integration of production and consumption
value net
