摘要
数字经济的蓬勃发展,使得营销科学迎来了一场大数据的变革.本文运用大数据的"时空关"框架,基于时间、空间和关联三个维度,从流动性和社会网络两个领域以及它们的交融,对近十余年大数据营销的研究进展进行归纳和总结,洞察大数据背景下企业营销战略和消费者行为的改变,展望大数据营销未来的研究方向.特别是,新型冠状病毒肺炎疫情大流行改变人们的生活行为和社会环境,凸显了大数据"时空关"对商业变革和营销模式创新的重要性,并把营销研究范畴从商业效率扩展到社会福祉.总之,大数据的"时空关"不仅能为数字化时代的营销研究提供新的框架和视角,而且也能够为企业拓展新的营销模式提供指导和建议.
The rapid development of digital economy has led to a transformation of big data in marketing science.Based on the three dimensions of time,space and connection,this article uses the“Time-Space-Connections(TSC)”framework of big data from the perspectives of social networks,mobility,and the integration of the two to summarize the research progress of big data marketing in the past decade,gain insights into changes of corporate marketing strategies and consumer behaviors in the context of big data,and discuss the future research directions of big data marketing.In particular,COVID-19 pandemic has changed people’s behaviors and social environment,demonstrated the importance of“space-time-connections”of big data in business transformation and marketing model innovation,and expanded the scope of marketing research from business efficiency to social well-being.In conclusion.the“space-time-connections”framework of big data not only offers a perspective for marketing research in the digital age,but also provides guidance and suggestions for companies to develop new marketing models.
作者
贾建民
杨扬
钟宇豪
Jia Jianmin;Yang Yang;Chung Yuho(School of Management and Economics,The Chinese University of Hong Kong,Shenzhen;Shenzhen Finance Institute;Shenzhen Research Institute of Big Data;School of Management,University of Science and Technology of China;Faculty of Business,Lingnan University)
出处
《营销科学学报》
2021年第1期97-113,共17页
Journal of Marketing Science
基金
国家自然科学基金专项项目(72042009)
国家自然科学基金青年项目(72002186)
中国博士后科学基金第67批面上项目(2020M671912)资助。
作者简介
贾建民,中国香港中文大学(深圳)经管学院,深圳高等金融研究院,深圳市大数据研究院,校长讲座教授,E-mail:jmjia@cuhk.edu.cn;通信作者:杨扬,中国香港中文大学(深圳)经管学院,中国科学技术大学管理学院,联合培养博士后,E-mail:yeungyang@cuhk.edu.cn;钟宇豪,岭南大学商学院助理教授,E-mail:yuhochung@ln.edu.hk。
