理论与应用：精准营销研究述评与展望精选.pdfVIP

Modern Marketing 现代市场营销, 2017, 7(3), 71-75 Published Online August 2017 in Hans. /journal/mom /10.12677/mom.2017.73009 Theory and Application: Research Review and Prospect of Accurate Marketing Xiaowen Fu, Yingkui Chen* College of Economics and Management, Guizhou Normal University, Guiyang Guizhou th th th Received: Jul. 26 , 2017; accepted: Aug. 13 , 2017; published: Aug. 16 , 2017 Abstract As a new type of marketing method based on information technology, accurate marketing has at- tracted wide attention due to its accuracy and advantages of efficient economy. Through literature review, it is found that the existing precision marketing researches mainly focus on theory and application research: theory researches mainly tend to precise marketing concept and theoretical basis of research, and application research is prominent in three aspects, agricultural products precision marketing, e-commerce precision marketing and advertising marketing. Based on the literature review and combing of precision marketing, this paper puts forward the deficiency of existing researches, and finally reviews the existing literatures, and prospected the future re- search and development trend of precision marketing. Keywords Precision Marketing, Theoretical Basis, Application Fields, Review Outlook 理论与应用：精准营销研究述评与展望 付小文，陈英葵* 贵州师范大学经济与管理学院，贵州 贵阳 收稿日期：2017年7月26 日；录用日期：2017年8月13 日；发布日期：2017年8月16 日 摘 要 作为以信息技术为基础的新型营销方式，精准营销凭借其准确性、高效经济的优势，受学者到广泛关注。 *通讯作者。 文章引用: 付小文, 陈英葵. 理论与应用: 精准营销研究述评与展望[J]. 现代市场营销, 2017, 7(3): 71-75. DOI: 10.12677/mom.2017.73009 付小文，陈英葵 通过文献述评发现，现有精准营销研究主要集中于理论及应用研究方面，理论研究