摘要
基于当前全球数据量"井喷式"增长所形成的大数据现象,研究显示大数据促使消费行为更加理性、更有个性和幂律分布;营销决策仰仗数据驱动,关注实时处理及分析;营销战略注重协同发展,开展精准定位营销;营销要素发生革命性变革:产品按人定制,渠道加速缩短,价格透明度提高,促销倚重移动互联。
Abstract： Based on the phenomenon of big data which formed by current global data blowout＂ growth, the research shows that large data to promote consumer behavior more rational, more personality and power law distribution; Marketing decisions rely on data driven, focus on real-time processing and analysis; Marketing strategy to focus on collaborative development, to carry out precision positioning marketing; Marketing elements of revolutionary change： product according to the custom, channel shortening, increased price transparency, promotion rely on mobile Internet.
出处
《经济与管理》
CSSCI
2016年第5期25-29,共5页
Economy and Management
基金
2014年度云南省哲学社会科学规划项目(YB2014108)
云南省教育科学"十二五"规划2014年度重点项目(BB14002)
江苏省普通高校研究生科研创新计划项目(CXZZ13_0273)
关键词
大数据
发展脉络
营销趋势
研究评析
Big data
Development context
Marketing direction
Research comment
