人工智能驱动下的营销变革  

Marketing Transformation in the Age of Artificial Intelligence

作　　者：石峰 杨扬 袁韵 贾建民 Shi Feng;Yang Yang;Yuan Yun;Jia Jianmin(School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Shenzhen Institute of Artificial Intelligence and Robotics for Society,Shenzhen 518129,China;Shenzhen Academy of Social Sciences,Shenzhen 518028,China;School of Management and Economics,The Chinese University of Hong Kong(Shenzhen),Shenzhen 518172,China;School of Economics and Management,Tsinghua University,Beijing 100084,China;Shenzhen Finance Institute,Shenzhen 518038,China)

机构地区：[1]西南交通大学经济管理学院,四川成都610031 [2]深圳市人工智能与机器人研究院,广东深圳518129 [3]深圳市社会科学院,广东深圳518028 [4]香港中文大学(深圳)经管学院,广东深圳518172 [5]清华大学经济管理学院,北京100084 [6]香港中文大学(深圳)高等金融研究院,广东深圳518038

出　　处：《中国管理科学》2025年第1期111-123,共13页Chinese Journal of Management Science

基　　金：国家自然科学基金项目(72332004,72002186)。

摘　　要：人工智能(AI)的迅猛发展,催生了企业新的实践和营销模式,改变了企业与消费者的互动方式,使得营销科学的理论和实践经历着一场颠覆性变革。为了揭示人工智能驱动下的营销变革,本文基于近年来AI与营销科学等交叉领域的代表性文献,首先划分出AI与营销领域结合的萌芽、发展和深化等渐进式三阶段;然后提出了“AI认知—AI赋能—AI互动—AI集成”的理论分析框架,最后结合该框架展望了未来研究方向,包括构建更具解释力的AI采纳模型,开发公平的AI定价算法,探索AI互动中的消费者心理机制,和设计有效的人机协作管理机制等,以期推动人工智能和营销交叉领域的理论发展和实践应用。The rapid development of artificial intelligence(AI) has catalyzed new corporate practices and marketing models, transforming the way companies interact with consumers and revolutionizing the theory and practice of marketing science. To reveal the full picture of this transformation, the gradual three-stage process of AI-driven marketing transformation is reviewed and mapped out, spanning from its emergence and development to its deepening, based on representative literature in the interdisciplinary field of AI and marketing science in recent years. A theoretical analysis framework of "AI Cognition-AI Empowerment-AI Interaction-AI Integration" is then proposed. Finally, combined with this framework, future research directions are outlined, including constructing more explanatory AI adoption models, developing fair AI pricing algorithms, exploring the psychological mechanisms of consumers in AI interactions, and designing effective humanmachine collaborative management mechanisms, with the aim of promoting theoretical development and practical applications in the interdisciplinary field of artificial intelligence and marketing.

关 键 词：人工智能 技术接纳 客户旅程 4P赋能 营销变革 

分 类 号：TP18[自动化与计算机技术—控制理论与控制工程] F713[自动化与计算机技术—控制科学与工程]