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本文回顾了市场营销经典理论内核变迁,指出先前内核的缺陷所在,并提出新时代情况下内核所应具有的四点标准,并在此基础之上阐释本文的观点——基于顾客终身价值获取的营销内核。在研究的过程中,本文从顾客与企业双焦点,理性顾客社会营销的思考,基于网络经济的时代特点与实际可衡量性及数量特征几个角度对于新的内核展开研究。最后,在新内核的基础之上,对于市场营销的框架进行重新的构建。期望为人们更加全面地认识新时代条件下市场营销的内核问题提供理论参考。
This paper reviews the changes in the kernel of classical marketing theory, points out the defects of the previous kernel, and proposes four standards that the kernel should have in the new era. Based on this, this paper explains the viewpoint of this article: based on customer lifetime value Marketing core. In the process of research, this paper starts from the perspective of the dual focus of customers and enterprises, the social marketing of rational customers, and studies the new kernel based on the characteristics of the times and the real measurable and quantitative characteristics of the network economy. Finally, on the basis of the new kernel, re-construct the marketing framework. Expecting to provide a theoretical reference for people to more fully understand the kernel of marketing in the new era.