新一代信息技术对营销战略的影响:述评与展望  

The Impact of New-generation Information Technologies on Marketing Strategy:A Literature Review and Prospects

作　　者：康俊 刁子鹤 杨智[2] 宋美娜[3] KANG Jun;DIAO Zi-he;YANG Zhi;SONG Mei-na(School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing,100876,China;Business school,Hunan University,Changsha,Hunan,410082,China;School of Computer Science,Beijing University of Posts and Telecommunications,Beijing,100876,China)

机构地区：[1]北京邮电大学经济管理学院,北京100876 [2]湖南大学工商管理学院,湖南长沙410082 [3]北京邮电大学计算机学院,北京100876

出　　处：《经济管理》2021年第12期187-202,共16页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目“平台企业顾客网络中动态关系的驱动机制及绩效影响研究:基于治理价值分析的视角”(71772059);国家自然科学基金项目“大众参与创客运动的驱动机制及引导政策研究:MOA理论的视角”(71573079)。

摘　　要：以人工智能、区块链、云计算、大数据、物联网、第五代移动通信等为代表的新一代信息技术的快速普及与商业化应用给营销战略变革带来了广泛影响。本研究通过对相关文献的系统性回顾,得出新一代信息技术对营销战略的影响主要体现在营销外部环境变革、营销能力变革及营销组织架构变革三个方面,并分析了各方面变革的具体表现及变化趋势。研究发现,新一代信息技术加剧了营销战略所面临的技术、市场及竞争三个维度的外部环境变化;提升了企业在市场感知、顾客连接、品牌资产管理、营销计划与执行、营销组合运用五个方面的营销能力;推动了营销组织架构在内部结构、绩效度量,以及控制和激励机制三个层次的转变。基于上述变化,本研究进一步针对营销战略制定与实施过程中的市场预测、适应性战略调整、匹配、激活、绩效核查、资源吸引及资产管理七项具体活动提出了管理建议,并探讨了未来研究方向,以期为企业营销数字化转型及营销战略创新研究提供参考。New-generation information technologies exert great influence on marketing strategy.It requires companies to identify environmental changes quickly and adapt their marketing processes and infrastructure to these changes accordingly.Extant literature has attempted to document the impact of some specific new-generation information technologies on marketing from two perspectives.One is the technology perspective,which summarized the technical features,adoption,and potential business applications of these technologies.The other is the influence mechanism perspective,which explored the how new-generation information technologies influence marketing management processes and activities.However,few studies has clearly addressed:(1)how new-generation technologies affect marketing strategy;(2)how marketing strategy formulation and implementation respond to the changes brought by new-generation information technologies.Thus,this study aims to explore such questions from a marketing strategy perspective by examining the how external marketing environment,marketing capabilities,and marketing configuration have changed with new-generation information technologies.This study firstly conducts a systematic review and analysis of relevant literature on the changes of marketing strategy with new-generation information technologies.Specifically,it begins with a keyword search approach which searched the relevant literature in databases,including CNKI,Web of Science,Elsevier,EBSCO,SpringerLink,Sage,Taylor,Wiley,and Emerald.Some highly relevant literature from their references were also included.After literature screening,a total of 65 articles directly related to the research topic were obtained,including 52 articles in English and 13 in Chinese.All these articles were read carefully to identify and categorize the documented changes of marketing due to new-generation information technologies.These identified changes are categorized into three groups,external marketing environment changes,marketing capabilities changes,and marketing o

关 键 词：新一代信息技术 营销战略 营销外部环境 营销能力 营销组织架构 

分 类 号：F272[经济管理—企业管理]