数字营销研究的整合框架和未来展望——基于TCCM框架和ADO框架的研究

Integrated Framework and Future Research Agenda of Digital Marketing Research:Literature Review Based on TCCM Framework and ADO Framework

在数字经济时代,数字营销的战略价值和应用前景日益明显,已成为理论和实践探索的前沿与焦点。通过整合TCCM框架和ADO框架,文章对数字营销相关研究进行了系统梳理,构建了数字营销研究的整合框架,对既有研究中有关数字营销的前因与效果、影响机制和理论基础以及研究方法与研究场景等进行了总结和剖析,并深度解析了数字营销的内在机理。在此基础上,文章进一步揭示出既有数字营销研究在顾客隐私悖论、智能算法黑箱、区块链营销、数字营销能力、数字定制、敏捷营销、理论构建和使用、情境和方法匹配等方面存在的主要问题。最后结合有关理论与实践难题,提炼并识别出数字营销未来的关键研究问题,以期为数字营销理论探索和实践提供有益参考和借鉴。

In the era of digital economy,the strategic value and development prospects of digital marketing are becoming increasingly obvious as the front and focus of theory and practice.By integrating the TCCM framework and ADO framework,the article systematically reviews the research related to digital marketing,constructs an integrated framework for digital marketing research,summarizes and analyzes the antecedents and effects,impact mechanisms and theoretical foundations,research methods and research scenarios related to digital marketing in the existing research,and deeply analyzes the internal mechanisms of digital marketing.On this basis,the article further reveals the main problems in the existing digital marketing research in areas such as customer privacy paradox,intelligent algorithm black box,block-chain marketing,digital marketing capabilities,digital customization,agile marketing,theoretical construction and use,context and method matching,etc.Finally,by combining relevant theoretical and practical challenges,key research issues for the future of digital marketing are extracted and identified,in order to provide useful reference for the exploration and practice of digital marketing theory.