大数据时代的联动式数据库营销模式构建——基于“一汽大众”的案例研究  

Research on the Construction of Linkage-type Database Marketing Model in Big Data Area——A Case into FAW

作　　者：金晓彤[1] 王天新[1] 杨潇[1] 

机构地区：[1]吉林大学商学院,吉林长春130012

出　　处：《中国工业经济》2013年第6期122-134,共13页China Industrial Economics

基　　金：国家社会科学基金项目"东北地区制造业创新与发展模式转型研究"(批准号09BJL056)

摘　　要：本文基于大数据时代驱动下的动态商业环境,针对现行数据库营销模式在数据处理、系统支持、传播效果、营销收益等方面的劣势,结合现有研究中从开放式系统创新、价值共创视角探讨数据库营销模式创新的理论趋向,创新性地提出联动式数据库营销模式及其所发挥的数据整合功能和系统重构功能,架构了价值共创导向、联动式数据库营销模式、利益相容与价值共享之间相互影响的基本理论框架。在此基础上,本文以一汽大众公司的联动式数据库营销模式构建过程为例,从实践层面对本研究提出的理论命题加以检验,进一步得出联动式数据库营销在助推智能企业创建、提升利益相关者之间的共存性价值以及打造商业生态系统方面的延伸意义,以期为国内企业数据库营销模式创新的理论研究和实践发展提供有益指导。Based on the era of big data-driven dynamic business environment, combined with the theory tends pointed in existing studies on database marketing model innovation from the perspective of open systems innovation and value creating, this present paper put forward innovative linkage-type database marketing model and its data integration capability and system reeonfiguration function, and construct the basic theoretical framework including value co-creation guidance, linkage-type database marketing model and value-sharing to deal with the disadvantage existing database marketing model that reflected in the data processing,system support, communication effectiveness and marketing performance. On this basis, this study takes FAW-Volkswagen＇s linkage-type database marketing model for example, and further proposed extended meaning that the linkage-type database marketing helps to boost intelligence enterprise creation, enhance coexistence value among stakeholders and build commercial ecosystems in order to provide useful guidance both in theoretical study and practice development for domestic enterprises to innovate database marketing model.

关 键 词：联动式数据库营销模式 数据整合 系统重构 价值共创 价值共享 

分 类 号：F271[经济管理—企业管理]