摘要
伴随着消费观念的更新,企业对当今消费者的行为越发捉摸不透。精准营销作为一种以信息技术为基础的新型营销方式,凭借其准确性、高效经济的优势,正受到广泛的关注。本文在对精准营销相关文献的查阅和梳理的基础上,分别对精准营销的概念、特征、运营体系、主要应用领域等方面进行了综述,最后对现有文献进行评析,展望了精准营销未来研究的发展趋势。
Abstruct：Along with the renewal of the consumption idea, enterprise is increasingly unpredictable to behavior of consumers. Precision marketing is a new marketing method which based on the information technology. Its accuracy,efficient and economic characteristics, is being widely attention. Review of the available literature,concept,characteristics, operation system and main application fields of precision marketing were summarized.Finally,on basis of the existing literature, the research trend and development of precision marketing is prospected.
出处
《特区经济》
2016年第8期172-174,共3页
Special Zone Economy
基金
赣南师范学院研究生创新专项资金项目(编号:YCX15B001)成果之一
关键词
精准营销
应用领域
展望
precision marketing
application field
prospect
