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营销新模式——个体营销
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作者 赵凯 《商业研究》 北大核心 2007年第5期176-178,共3页
20世纪90年代至今,一方面,以计算机和因特网的普及为标志的信息革命,为大众和层阶市场转变为个体市场提供了技术和经济性支持。另一方面,实物性商品总量趋于饱和,不断积聚的物质财富和创新的生活体验驱动人们追求商品的独特性和消费过... 20世纪90年代至今,一方面,以计算机和因特网的普及为标志的信息革命,为大众和层阶市场转变为个体市场提供了技术和经济性支持。另一方面,实物性商品总量趋于饱和,不断积聚的物质财富和创新的生活体验驱动人们追求商品的独特性和消费过程的自主性,追求与他人有着明确差别的特征,出现需求的“自我”演化,使得消费者和网络销售商互动共同参与构思与方案的提出、改进和实现活动,营销模式从大众和层阶营销,演变为面对个人的“一对一”的个体营销模式。 展开更多
关键词 “自我”消费 网络 个体营销
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Brand Marketing in an era of big data
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作者 Shaozong Chai 《International Journal of Technology Management》 2014年第10期6-8,共3页
In the digital age, people' s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving th... In the digital age, people' s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving the self-consciousness of consumers. These effects will no longer fully believe in traditional consumer marketing "bombing" the dissemination and indoctrination, they are more inclined to be questioned brands and products, and they can express their views on the basis that affects other people. In this era of environment, if businesses and vendors for their view is indifferent attitude, they will lose a lot of attention to the crowd, and also it makes the influence of the traditional marketing model spread greatly reduced. 展开更多
关键词 big data BRAND MARKETING
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