数据驱动的开放式营销咨询模型构建与应用
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摘要
基于动力学理论,从开放式服务创新视角,结合科特勒管理营销过程的扩大模型,构建数据驱动的开放式营销咨询模型(D-MCPPSCP),并采用实例与案例对模型进行应用分析。D-MCPPSCP包括7个关键环节,78个要素,具有大数据性、系统性、开放性、灵活性和易操作性等特点。
Based on the dynamics theory,from the perspective of open services innovation,this paper builts a data-driven open marketing consulting model(D-MCPPSCP)by combining with the expanded model of the Kotler management marketing process,and applies the example method and case method to analyze the model.The D-MCPPSCP model consists of seven key links and 78 elements,which are characterized by big data,system,openness,flexibility and ease of operation.
Based on the dynamics theory,from the perspective of open services innovation,this paper builts a data-driven open marketing consulting model(D-MCPPSCP)by combining with the expanded model of the Kotler management marketing process,and applies the example method and case method to analyze the model.The D-MCPPSCP model consists of seven key links and 78 elements,which are characterized by big data,system,openness,flexibility and ease of operation.
引文
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[15]HONGDA Z.Analysis of electronic channel precision marketing efficiency based on decision tree algorithm[J].Zhejiang Electric Power,2017,36(12):22-26.
[16]ZHANG B.Precise marketing of precision marketing value chain process on the H group line based on big data[J].Journal of Intelligent&Fuzzy Systems,2018,35(3):2837-2845.
[17]张青,黄平.电信行业基于数据驱动的精准营销模式研究[J].电信科学,2014(7):143-148.
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[31]LI F,DU T C.Who is talking?An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs[J].Decision Support Systems,2011,51(1):190-197.
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[33]王军.基于本体的房地产营销案例推理研究[D].武汉:武汉理工大学,2008.
[34]毛展展.网络茶叶销售环境下基于本体的情景模型构建方法研究[J].福建茶叶,2018,40(3):28.
[35]胡介埙.论开放式营销:高新技术市场的新营销模式[J].科学学研究,2002(3):310-313.
[36]RIGBY D,ZOOK C.Open-market innovation[J].Harvard Business Review,2002,80(10):80-89,129.
[37]ONISOR L F.Marketing techniques enhance closed innovation to form open innovation[J].Procedia Economics and Finance,2015,32:298-306.
[38]KUMAR V,CHATTARAMAN V,NEGHINA C,et al.Data-driven services marketing in a connected world[J].Journal of Service Management,2013,24(3):330-352.
[39]汤克林.大数据融合智能场景驱动营销革命[J].声屏世界·广告人,2017(11):74-75.
[40]金艳萍.解锁“数据驱动营销”[N].东方烟草报,2018-09-29(002).
[41]梁毓琳.广播广告营销的利器——从数据孵化到数据驱动营销[J].传媒,2018(20):9-12.
[42]苗永荟.大数据驱动的邮政精准营销探析[J].邮政研究,2017,33(1):37-39.
[43]DOLNICAR S,GRUN B,LEISCH F,et al.Required sample sizes for data-driven market segmentation analyses in tourism[J].Journal of Travel Research,2014,53(3):296-306.
[44]HELBICH M,BRUNAUER W,HAGENAUER J,et al.Data-driven regionalization of housing markets[J].Annals of the Association of American Geographers,2013,103(4):871-889.
[45]蒋青云.让营销变得更聪明[N].文汇报,2015-04-26(007).
[46][英]牛顿.自然哲学的数学原理[M].赵振江,译.北京:商务印书馆,2006:13-16.
[47]李俊峰,张雄.理论力学[M].北京:清华大学出版社,2010:55-75.
[48]CHESBROUGH H.Open Services Innovation:Rethinking Your Business to Compete and Grow in a New Era[M].San Francisco:Jossey-Bass,2011:68-88.
[49]耿瑞利,申静.基于开放式创新的智库知识管理模型构建及应用[J].图书情报工作,2017,61(2):121-128.
[50]KOTLER P,ARMSTRONG G.市场营销原理[M].郭国庆,译.北京:清华大学出版社,2013:11-17.
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[53]McKinsey&Company[EB/OL].[2019-01-10].https://www.mckinsey.com/.
[2]谢毅,彭泗清.消费者-品牌关系的影响因素:一项探索性研究[J].商业研究,2008(1):1-7.
[3]张文馨.经典营销理论面临的市场挑战[J].全国商情,2016(33):16-17.
[4]谢佩洪,杜宇.基于联合分析视角的精准营销及顾客偏好研究[J].品牌研究,2017(1):50-55.
[5]刘璞,黄春萍,赵巍.联合分析在企业市场营销决策中的应用研究[J].商场现代化,2007(4):72-72.
[6]FONSECA J D,WANG P.A joint analysis of market indexes in credit default swap,volatility and stock markets[J].Applied Economics,2015,48(19):1-18.
[7]FARCOMENI A,NARDI A,FABRIZI E.Joint analysis of occurrence and time to stability after entrance into the I-talian labour market:an approach based on a Bayesian cure model with structured stochastic search variable selection[J].Journal of Applied Statistics,2011,38(11):2627-2646.
[8]游康.基于生命周期理论的企业市场营销战略分析[J].商场现代化,2018(15):38-39.
[9]赵永娟.消费心理学与产品生命周期理论在市场营销中的应用[J].中国商论,2018(22):37-38.
[10]LI H JK,TAN K H.Taking product to market:a selection framework based on life cycle theories[J].International Journal of Services and Standards,2004,1(1):4-17.
[11]蓝秋香.互联网金融发展背景下的金融服务营销策略研究——基于5GAP模型[J].武汉冶金管理干部学院学报,2018,28(4):16-18.
[12]王焱.临沂金华奥迪4S店服务质量提升策略研究[D].西安:陕西师范大学,2018.
[13]CHOI S B,KIM J M.A comparative analysis of electronic service quality in the online open market and social commerce:the case of Korean young adults[J].Service Business,2018,12(2):403-433.
[14]CHEN X,GONG J.Research on precision marketing model of Beijing agricultural products under big data environment[J].Advances in Intelligent Systems and Computing,2018,885:805-812.
[15]HONGDA Z.Analysis of electronic channel precision marketing efficiency based on decision tree algorithm[J].Zhejiang Electric Power,2017,36(12):22-26.
[16]ZHANG B.Precise marketing of precision marketing value chain process on the H group line based on big data[J].Journal of Intelligent&Fuzzy Systems,2018,35(3):2837-2845.
[17]张青,黄平.电信行业基于数据驱动的精准营销模式研究[J].电信科学,2014(7):143-148.
[18]王诗棋,刘琬.基于大数据的4G网格化精准营销管理系统探究[J].中国集体经济,2019(3):60-62.
[19]侯静雅.基于大数据精准营销的网络营销策略研究[J].现代商贸工业,2019,40(1):48-49.
[20]BARRY B,SHAWN T.Planning and implementing an effective omnichannel marketing program[J].International Journal of Retail&Distribution Management,2018,46(7):598-614.
[21]BROWN J R,DANT R P.The Role of E-commerce in Multi-channel Marketing Strategy[M]//MARTINEZ L,FRANCISCO J.Handbook of Strategic e-Business Management.Berlin:Springer-Verlag,2014:467-487.
[22]李飞.全渠道营销:一种新战略[J].清华管理评论,2015(Z1):32-39.
[23]季芳.零售企业基于线上线下全渠道零售整合研究[J].九江学院学报(社会科学版),2018,37(4):124-128.
[24]郭赟.销售行业全渠道整合营销模型与策略[J].现代企业,2018(7):88-89.
[25]COLE H S,DENARDIN T,CLOW K E.Small service businesses:advertising attitudes and the use of digital and social media marketing[J].Services Marketing Quarterly,2017,38(2):1-10.
[26]OLAWEPO J O,PHARRJ R,KACHEN A.The use of social marketing campaigns to increase HIV testing uptake:a systematic review[J].AIDS Care-psychological and Socio-medical Aspects of AIDS/HIV,2019,31(2):153-162.
[27]陈嘉雯.浅析微信大数据营销的客户关系管理[J].现代营销(下旬刊),2015(8):54-55.
[28]吕曦.品牌原理及社会化营销[J].声屏世界·广告人,2018(10):56-56.
[29]郭璐瑶.基于社会化媒体营销的旅游品牌传播探讨[J].度假旅游,2018(11):59-68.
[30]MENG S K,CHATWIN C R.Ontology-based shopping agent for e-marketing[J].International Journal of Intelligent Information Technologies,2010,6(2):21-43.
[31]LI F,DU T C.Who is talking?An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs[J].Decision Support Systems,2011,51(1):190-197.
[32]卢益清,李忱.本体和规则在营销策略自动推理中的应用[J].北京信息科技大学学报(自然科学版),2012,27(1):63-69.
[33]王军.基于本体的房地产营销案例推理研究[D].武汉:武汉理工大学,2008.
[34]毛展展.网络茶叶销售环境下基于本体的情景模型构建方法研究[J].福建茶叶,2018,40(3):28.
[35]胡介埙.论开放式营销:高新技术市场的新营销模式[J].科学学研究,2002(3):310-313.
[36]RIGBY D,ZOOK C.Open-market innovation[J].Harvard Business Review,2002,80(10):80-89,129.
[37]ONISOR L F.Marketing techniques enhance closed innovation to form open innovation[J].Procedia Economics and Finance,2015,32:298-306.
[38]KUMAR V,CHATTARAMAN V,NEGHINA C,et al.Data-driven services marketing in a connected world[J].Journal of Service Management,2013,24(3):330-352.
[39]汤克林.大数据融合智能场景驱动营销革命[J].声屏世界·广告人,2017(11):74-75.
[40]金艳萍.解锁“数据驱动营销”[N].东方烟草报,2018-09-29(002).
[41]梁毓琳.广播广告营销的利器——从数据孵化到数据驱动营销[J].传媒,2018(20):9-12.
[42]苗永荟.大数据驱动的邮政精准营销探析[J].邮政研究,2017,33(1):37-39.
[43]DOLNICAR S,GRUN B,LEISCH F,et al.Required sample sizes for data-driven market segmentation analyses in tourism[J].Journal of Travel Research,2014,53(3):296-306.
[44]HELBICH M,BRUNAUER W,HAGENAUER J,et al.Data-driven regionalization of housing markets[J].Annals of the Association of American Geographers,2013,103(4):871-889.
[45]蒋青云.让营销变得更聪明[N].文汇报,2015-04-26(007).
[46][英]牛顿.自然哲学的数学原理[M].赵振江,译.北京:商务印书馆,2006:13-16.
[47]李俊峰,张雄.理论力学[M].北京:清华大学出版社,2010:55-75.
[48]CHESBROUGH H.Open Services Innovation:Rethinking Your Business to Compete and Grow in a New Era[M].San Francisco:Jossey-Bass,2011:68-88.
[49]耿瑞利,申静.基于开放式创新的智库知识管理模型构建及应用[J].图书情报工作,2017,61(2):121-128.
[50]KOTLER P,ARMSTRONG G.市场营销原理[M].郭国庆,译.北京:清华大学出版社,2013:11-17.
[51]中国企业联合会管理咨询委员会.关于公布2018中国管理咨询机构50大的通知[EB/OL].[2019-01-10].http://www.cec1979.org.cn/glzxs/?action-viewnewsitemid-290.
[52]北京华夏基石管理咨询集团[EB/OL].[2019-01-10].http://www.chnstone.com.cn.
[53]McKinsey&Company[EB/OL].[2019-01-10].https://www.mckinsey.com/.