摘要
当前中国企业所处的营销环境有几大重要特征.面对新的营销环境,营销学研究的使命也有了新的变化.本文提出了面对不断变化营销环境的新的营销学研究使命,分别从移动互联时代的全渠道研究、互联网平台的信息传播与消费者行为研究、营销活动中的企业社会责任、突发事件中的营销研究、金融与营销的交叉融合五个方面出发,对相关研究成果进行了梳理与评述,明确了研究问题,指出了未来的研究方向.
The current marketing environment faced by Chinese enterprises has four important characteristics.Facing the new marketing environment,the mission of marketing research has also changed.This study proposes a new marketing research mission in the face of the ever-changing marketing environment.It reviews five aspects of relevant literature,including omnichannel marketing research in the era of Mobile Internet,information dissemination and consumer behavior research on internet platforms,corporate social responsibility in marketing activities,marketing research toward emergencies,and interface of marketing and corporate finance.On the basis of that,it further provides a comprehensive discussion on potential research issues and offers recommendations for future research.
作者
刘益
Liu Yi(Antai College of Economics and Management,Shanghai Jiao Tong University)
出处
《营销科学学报》
2021年第1期59-77,共19页
Journal of Marketing Science
基金
国家自然科学基金重点项目(71832008)的资助。
关键词
移动互联网
全渠道
营销中的社会责任
突发事件中的营销
金融与营销的交叉融合
mobile internet
omni-channel marketing
corporate social responsibility in marketing
marketing research toward important events
interface of marketing and corporate finance
