论模式营销  

An Investigation into Modeling Marketing

作　　者：王建国[1] 

机构地区：[1]北京大学光华管理学院,北京100871

出　　处：《北京大学学报（哲学社会科学版）》2015年第4期95-110,共16页Journal of Peking University(Philosophy and Social Sciences)

基　　金：国家社科基金重点项目"经济全球化和网状经济时代商业模式创新发展与应用研究"(项目编号:10AGL005)

摘　　要：用生态网络思维重新审视战略营销,可以将商业模式理论全面融入营销学体系,建立与战略营销互补的模式营销理论。通过对商业模式的重新定义,对逻辑一致、标准统一的商业模式分类问题和网络价值计算问题的解决以及为什么产品价格低于平均成本还能赢利的理论难题的探究,我们发现:1.模式营销注重企业、顾客和伙伴合作共赢共同创造和交易网络价值;2.模式营销可以创造卖方营销和自动营销;3.商业模式和商业战略都是企业用来获得竞争优势和提升业绩的营销手段,它们既互补并存又动态交替;4.商业模式分类是商业模式创新的理论基础,商业模式创新是模式营销的关键,是颠覆战略营销跳出零和竞争的最佳手段。By applying ecological network thinking, this paper re-examines strategic marketing, creatively integrates the theory of business model into the marketing theoretical system, and sets up a theory of modeling marketing complementary to strategic marketing. This paper re-defines business model; solves the problems concerning business model classification with logical consistency and uniform standard and the problems concerning network value calculation ; and gives a theoretical explanation as to why the product price is lower than the average cost, but can still be profitable. Our findings are as follows： 1） Modeling marketing pays attention to the cooperation of enterprises, customers and their partners so as to achieve win-win, make co- creation and make transactions of network value; 2） Modeling marketing can create seller marketing and auto marketing; 3） Both business models and business strategies are marketing tools for an enterprise to gain competitive advantage and enhance its performance. They are both complementary coexistence and dynamic alternation ; and 4） Business model classification is the theoretical foundation of business model innovation. In turn, business model innovation is the key to modeling marketing and is also the best means to subvert strategic marketing and get out of a zero-sum game.

关 键 词：模式营销 1P理论 网络价值 商业模式 商业模式分类 战略营销 

分 类 号：F019[经济管理—政治经济学]