互联网＋环境下营销模式创新：价值网络重构视角

›› 2019, Vol. 31 ›› Issue (3): 94-101.

互联网＋环境下营销模式创新：价值网络重构视角

张罡¹, 王宗水^2,3, 赵红^1,4

1. 中国科学院大学经济与管理学院, 北京 100190;
2. 北京信息科技大学经济管理学院, 北京 100192;
3. 中国科学院大学数学科学学院, 北京 100190;
4. 中国科学院大学中丹学院, 北京 100190

收稿日期:2017-06-28 出版日期:2019-03-28 发布日期:2019-03-27
作者简介:张罡,中国科学院大学经济与管理学院博士研究生;王宗水,北京信息科技大学经济管理学院副教授,硕士生导师,博士,中国科学院大学数学科学学院博士后;赵红,中国科学院大学经济与管理学院教授,博士生导师,博士,中国科学院大学中丹学院教授。
基金资助:
国家重点研发计划项目（2017YFB1400500）；北京市社会科学基金研究基地项目（17JDGLA038）。

The Marketing Innovation Mode under “Internet Plus”: The Perspective of Value Network Reconstruction

Zhang Gang¹, Wang Zongshui^2,3, Zhao Hong^1,4

1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
2. School of Economics and Management, Beijing Information Science and Technology University, Beijing 100192;
3. School of Mathematical Science, University of Chinese Academy of Sciences, Beijing 100190;
4. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190

Received:2017-06-28 Online:2019-03-28 Published:2019-03-27

摘要/Abstract

摘要：

互联网+时代，以供给为导向的营销模式竞争力逐步降低，以顾客需求为导向的价值创造模式竞争优势日益显著。鉴于此，在前人研究的基础上，本文对互联网+环境下营销模式创新的概念予以界定，进而从价值链升级与价值网络形成两个方面分析营销模式创新中的价值网络演化过程。然后，从价值网络组成要素与价值交换逻辑的转变的角度探索价值网络的结构与重构的内涵。最后，从整合营销、差异化营销与精准营销三个方面提出营销模式创新的策略。

关键词: 互联网+, 营销模式创新, 价值网络, 价值网络重构

Abstract:

Within the era of "Internet Plus", competitive advantages of supply-oriented marketing mode have gradually declined, while customer-based value creation model has significantly increased the competitive advantage. First, with respects to previous studies, this paper explains the concept of marketing innovation mode under "Internet Plus" environment and then, analyzes the value network evolution process from two aspects:value chain upgrade and value network formation. Next, this paper summarizes the connotation of value network deconstruction and reconstruction from the perspectives of the elements of value network reconstruction and the logic of value exchange. At last, three marketing innovation strategies are put forward:integrated marketing, differentiated marketing and precision marketing.

Key words: Internet Plus, marketing innovation, value network, value network reconstruction

张罡, 王宗水, 赵红. 互联网＋环境下营销模式创新：价值网络重构视角[J]. , 2019, 31(3): 94-101.

Zhang Gang, Wang Zongshui, Zhao Hong. The Marketing Innovation Mode under “Internet Plus”: The Perspective of Value Network Reconstruction[J]. , 2019, 31(3): 94-101.

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