摘要
大数据时代消费者对于消费进程的体验需求日益提高。"互联网+场景营销"适应了现代互联网发展的需求,体现大数据时代的特征,对接O2O场景营销的新特点与新要求,更好地满足消费体验需求。通过基于消费体验需求的"互联网+场景营销"内涵及作用分析,阐述大数据时代"互联网+场景营销"之场景营销与企业营销效率的关联,分析"互联网+场景营销"对于营销效率提升的价值。紧密对接消费体验需求,提出"互联网+场景营销"效率的提升途径,旨在提高企业差异化营销水平和"互联网+场景营销"品质,促进企业营销效率提升。
The demands of consumption experience have been increasing quickly in the big data era. The ＂Internet plus scene marketing＂ adapts to the development of the modem intemet and the 020 scene marketing for satisfying the demands of consumption experience. The paper analyzes the meaning and functions of scene marketing based on the demands of consumption experience, discusses the connection between the ＂Intemet plus scene marketing＂ and marketing efficiency and the value of marketing efficiency promotion. According to the demands of consumption experience, the paper puts forward the promotion tactics of marketing efficiency for improving the level of marketing differentiation and the quality of scene marketing. The aim is to contribute to the promotion of the enterprises＂ marketing quality in the big data era.
出处
《企业经济》
CSSCI
北大核心
2017年第11期107-112,共6页
Enterprise Economy
基金
江苏高校哲学社会科学基金资助项目"大数据时代基于消费体验需求的企业营销效率提升研究"(项目编号:2016SJB630075)
江苏省高校"青蓝工程"项目(项目编号:苏教师[2017]15号)
关键词
消费体验需求
互联网+
场景营销
营销效率
demands of consumption experience
Internet plus
scene marketing
marketing efficiency
