| 6,873 | 134 | 145 |
| 下载次数 | 被引频次 | 阅读次数 |
在数字经济时代，数字营销的战略价值和应用前景日益明显，已成为理论和实践探索的前沿与焦点。通过整合TCCM框架和ADO框架，文章对数字营销相关研究进行了系统梳理，构建了数字营销研究的整合框架，对既有研究中有关数字营销的前因与效果、影响机制和理论基础以及研究方法与研究场景等进行了总结和剖析，并深度解析了数字营销的内在机理。在此基础上，文章进一步揭示出既有数字营销研究在顾客隐私悖论、智能算法黑箱、区块链营销、数字营销能力、数字定制、敏捷营销、理论构建和使用、情境和方法匹配等方面存在的主要问题。最后结合有关理论与实践难题，提炼并识别出数字营销未来的关键研究问题，以期为数字营销理论探索和实践提供有益参考和借鉴。
Abstract：In the era of digital economy,the strategic value and development prospects of digital marketing are becoming increasingly obvious as the front and focus of theory and practice.By integrating the TCCM framework and ADO framework,the article systematically reviews the research related to digital marketing,constructs an integrated framework for digital marketing research,summarizes and analyzes the antecedents and effects,impact mechanisms and theoretical foundations,research methods and research scenarios related to digital marketing in the existing research,and deeply analyzes the internal mechanisms of digital marketing.On this basis,the article further reveals the main problems in the existing digital marketing research in areas such as customer privacy paradox,intelligent algorithm black box,block-chain marketing,digital marketing capabilities,digital customization,agile marketing,theoretical construction and use,context and method matching,etc.Finally,by combining relevant theoretical and practical challenges,key research issues for the future of digital marketing are extracted and identified,in order to provide useful reference for the exploration and practice of digital marketing theory.
[1]BHARADWAJ N,GARRETT M.Salesperson communication effectiveness in a digital sales interaction[J].Industrial Marketing Management,2020(90):106-112.
[2]HOMBURG C,WIELGOS D.The value relevance of digital marketing capabilities to firm performance[J].Journal of The Academy of Marketing Science,2022,50(4):666-688.
[3]KANNAN P,LI H.Digital marketing:a framework,review and research agenda[J].International Journal of Research In Marketing,2017,34(1):22-45.
[4]王永贵，洪傲然，郭笑笑，等.顾客定制：文献述评、整合研究框架与未来展望[J/OL].系统工程理论与实践：1-39[2023-06-28].http://kns.cnki.net/kcms/detail/11.2267.N.20230327.1409.006.html.
[5]陈昌东，江若尘.营销领域中算法推荐与消费者响应：研究评述与展望[J].经济管理，2021(10):193-208.
[6]林子筠，吴琼琳，才凤艳.营销领域人工智能研究综述[J].外国经济与管理，2021(3):89-106.
[7]VRONTIS D,MAKRIDES A,CHRISTOFI M,et al.Social media influencer marketing:a systematic review,integrative framework and future research agenda[J].International Journal of Consumer Studies,2021,45(4):617-644.
[8]SCARPI D,PIZZI G,MATTA S.Digital technologies and privacy:state of the art and research directions[J].Psychology & Marketing,2022,39(9):1687-1697.
[9]RIETVELD J,SCHILLING M.Platform competition:a systematic and interdisciplinary review of the literature[J].Journal of Management,2021,47(6):1528-1563.
[10]RATCHFORD B,SOYSAL G,ZENTNER A,et al.Online and offline retailing:what we know and directions for future research[J].Journal of Retailing,2022,98(1):152-177.
[11]GUNGOR A,CADIRCI T.Understanding digital consumer:a review,synthesis,and future research agenda[J].International Journal of Consumer Studies,2022,46(5):1829-1858.
[12]FELIX R,RAUSCHNABEL P,HINSCH C.Elements of strategic social media marketing:a holistic framework[J].Journal of Business Research,2017(70):118-126.
[13]PAUL J,LIM W,O’CASS A,et al.Scientific procedures and rationales for systematic literature reviews(SPAR-4-SLR)[J].International Journal of Consumer Studies,2021,45(4):1-16.
[14]PAUL J,GABRIEL R.A review of research on outward foreign direct investment from emerging countries,including china:what do we know,how do we know and where should we be heading?[J].Asia Pacific Business Review,2018,24(1):90-115.
[15]PAUL J,ROSADO-SERRANO A.Gradual internationalization vs born-global/international new venture models:a review and research agenda[J].International Marketing Review,2019,36(6):830-858.
[16]GHORBANI M,KARAMPELA M,TONNER A.Consumers’ brand personality perceptions in a digital world:a systematic literature review and research agenda[J].International Journal of Consumer Studies,2022,46(5):1960-1991.
[17]LIM S,DONKERS B,DIJL P,et al.Digital customization of consumer investments in multiple funds:virtual integration improves risk-return decisions[J].Journal of The Academy of Marketing Science,2021,49(4):723-742.
[18]HIRSCH B,KUHLMANN T,SCHUMACHER J.Logistics simulation of recycling networks[J].Computers in Industry,1998,36(1/2):31-38.
[19]王永贵，汪寿阳，吴照云，等.深入贯彻落实习近平总书记在哲学社会科学工作座谈会上的重要讲话精神加快构建中国特色管理学体系[J].管理世界，2021(6):1-35.
[20]HULLAND J,HOUSTON M.Why systematic review papers and meta-analyses matter:an introduction to the special issue on generalizations in marketing[J].Journal of the Academy of Marketing Science,2020,48(3):351-359.
[21]KOUKOVA N,KANNAN K,RATCHFORD T.Product form bundling:implications for marketing digital products[J].Journal of Retailing,2008,84(2):181-194.
[22]ASHWORTH L,FREE C.Marketing data veillance and digital privacy:using theories of justice to understand consumers’ online privacy concerns[J].Journal of Business Ethics,2006,67(2):107-123.
[23]HUNG H,WONG H.Information transparency and digital privacy protection:are they mutually exclusive in the provision of e-services?[J].Journal of Services Marketing,2009,23(2/3):154-163.
[24]MARCHAND A,HENNIG-THURAU T,FLEMMING J.Social media resources and capabilities as strategic determinants of social media performance[J].International Journal of Research In Marketing,2021,38(3):549-571.
[25]WANG F,LIU X,FANG E.User reviews variance,critic reviews variance,and product sales:an exploration of customer breadth and depth effects[J].Journal of Retailing,2015,91(3):372-389.
[26]ROSSMANN A,RANJAN K,SUGATHAN P.Drivers of user engagement in eWoM communication[J].Journal of Services Marketing,2016,30(5):541-553.
[27]WOLF T,WEIGER W,HAMMERSCHMIDT M.Experiences that matter?The motivational experiences and business outcomes of gamified services[J].Journal of Business Research,2020,106(5):353-364.
[28]KUMAR A,BEZAWADA R,RISHIKA R,et al.From social to sale:the effects of firm-generated content in social media on customer behavior[J].Journal of Marketing,2016,80(1):7-25.
[29]CHOI E,KO E,KIM A.Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters[J].Journal of Business Research,2016,69(12):5827-5832.
[30]VERHOEF P,KANNAN K,INMAN J.From multi-channel retailing to omni-channel retailing introduction to the special issue on multi-channel retailing[J].Journal of Retailing,2015,91(2):174-181.
[31]PARK J,HAN H.Psychological antecedents and risk on attitudes toward e-customization[J].Journal of Business Research,2013,66(12):2552-2559.
[32]CHUNG M,KO E,JOUNG H,et al.Chatbot e-service and customer satisfaction regarding luxury brands[J].Journal of Business Research,2020(117):587-595.
[33]DIANOUX C,HEITZ-SPAHN S,SIADOU-MARTIN B,et al.Nudge:a relevant communication tool adapted for agile innovation[J].Journal of Innovation Economics,2019,28(1):7-27.
[34]PARK M,YOO J.Effects of perceived interactivity of augmented reality on consumer responses:a mental imagery perspective[J].Journal of Retailing and Consumer Services,2020(52):101912.
[35]GLEIM M,STEVENS J.Blockchain:a game changer for marketers?[J].Marketing Letters,2021,32(1):123-128.
[36]HERHAUSEN D,EMRICH O,GREWAL D,et al.Face forward:how employees’ digital presence on service websites affects customer perceptions of website and employee service quality[J].Journal of Marketing Research,2020,57(5):917-936.
[37]RANGARAJAN D,BADRINAKAYANAN V,SHARMA A,et al.Left to their own devices?Antecedents and contingent effects of workplace anxiety in the WFH selling environment[J].Journal of Business & Industrial Marketing,2022,37(11):2361-2379.
[38]徐敏亚，马力，王为久.数字化时代销售人员自我领导行为对离职的影响[J].外国经济与管理，2021(11):26-40.
[39]GIMPEL H,KLEINDIENST D,WALDMANN D.The disclosure of private data:measuring the privacy paradox in digital services[J].Electronic Markets,2018,28(4):475-490.
[40]CLASSEN M,FRIEDLI T.Eight organizational enablers of digital service-sales ambidexterity in industrial firms[J].Journal of Business & Industrial Marketing,2022,37(11):2142-2155.
[41]KIM H,CHAN H,KANKANHALLI A.What motivates people to purchase digital items on virtual community websites?The desire for online self-presentation[J].Information Systems Research,2012,23(4):1232-1245.
[42]FAZELI Z,SHUKLA P,PERKS K.Digital buying behavior:the role of regulatory fit and self-construal in online luxury goods purchase intentions[J].Psychology & Marketing,2020,37(1):15-26.
[43]ZHOU S,BLAZQUEZ M,MCCORMICk H,et al.How social media influencers’ narrative strategies benefit cultivating influencer marketing:tackling issues of cultural barriers,commercialised content,and sponsorship disclosure[J].Journal of Business Research,2021(134):122-142.
[44]吴剑琳.在线营销能力对社会企业绩效的影响机制研究[J].大连理工大学学报(社会科学版),2022(6):57-66.
[45]FAN M,KUMAR S,WHINSTON A.Selling or advertising:strategies for providing digital media online[J].Journal of Management Information Systems,2007,24(3):143-166.
[46]JIANG Y,LIU F,LIM A.Digital coupon promotion and platform selection in the presence of delivery effort[J].Journal of Retailing and Consumer Services,2021(62):102612.
[47]PAPPAS I,MICHAIL N,CHRISSIKOPOULOS V.Sense and sensibility in personalized e-commerce:how emotions rebalance the purchase intentions of persuaded customers[J].Psychology & Marketing,2017,34(10):972-986.
[48]JARVINEN J,TAIMINEN H.Harnessing marketing automation for B2B content marketing[J].Industrial Marketing Management,2016(54):164-175.
[49]HILDEBRAND C,BERGNER A.Conversational robo advisors as surrogates of trust:onboarding experience,firm perception,and consumer financial decision making[J].Journal of the Academy of Marketing Science,2021,49(4):659-676.
[50]路守望，王刊良.线上个性化定制中的数字化助推对用户满意度的影响[J].南开管理评论，2022(4):120-132.
[51]SHAHEER N,LI S.The CAGE around cyberspace?how digital innovations internationalize in a virtual world[J].Journal of Business Venturing,2020,35(1):105892.
[52]LEE J,LEE S.User participation and valuation in digital art platforms:the case of saatchi art[J].European Journal of Marketing,2019,53(6):1125-1151.
[53]HAJLI N.Ethical environment in the online communities by information credibility:a social media perspective[J].Journal of Business Ethics,2018,149(4):799-810.
[54]VIEIRA V,DE ALMEIDAM I S,AGNIHOTRIR,et al.In pursuit of an effective B2B digital marketing strategy in an emerging market[J].Journal of the Academy of Marketing Science,2019,47(6):1085-1108.
[55]ECKHARDT G,HOUSTON M B,JIANG B,et al.Marketing in the sharing economy[J].Journal of Marketing,2019,83(5):5-27.
[56]CIASULLO M,POLESE F,MONTERA R,et al.A digital servitization framework for viable manufacturing companies[J].Journal of Business & Industrial Marketing,2021,36(13):142-160.
[57]FORMAN C,GHOSE A,WIESENFELD B.Examining the relationship between reviews and sales:the role of reviewer identity disclosure in electronic markets[J].Information Systems Research,2008,19(3):291-313.
[58]张大伟，谢兴政.隐私顾虑与隐私倦怠的二元互动：数字原住民隐私保护意向实证研究[J].情报理论与实践，2021(7):101-110.
[59]MURPHY M,SASHI C.Communication,interactivity,and satisfaction in B2B relationships[J].Industrial Marketing Management,2018(68):1-12.
[60]KALAIGNANAM K.Marketing agility:the concept,antecedents,and a research agenda[J].Journal of Marketing,2021,85(1):35-58.
[61]王赛.数字时代营销战略的转型方法论[J].清华管理评论，2016(9):39-45.
[62]魏江，杨洋，杨佳铭.数智时代营销战略理论重构的思考[J].营销科学学报，2021(1):114-126.
[63]CHENG M,LIU J,QI J,et al.Differential effects of firm generated content on consumer digital engagement and firm performance:an outside-in perspective[J].Industrial Marketing Management,2021(98):41-58.
[64]SCHULZ P,SHEHU E,CLEMENT M.When consumers can return digital products:influence of firm-and consumer-induced communication on the returns and profitability of news articles[J].International Journal of Research In Marketing,2019,36(3):454-470.
[65]KRISTOFFERSON K,DANIELS M,MORALES A.Using virtual reality to increase charitable donations[J].Marketing Letters,2022,33(1):75-87.
[66]MAHLAMAKI T,STORBACKA K,PYLKKONEN S,et al.Adoption of digital sales force automation tools in supply chain:customers’ acceptance of sales configurators[J].Industrial Marketing Management,2020(91):162-173.
[67]LIU M,BRYNJOLFSSON E,DOWLATABADI J.Do digital platforms reduce moral hazard?The case of uber and taxis[J].Management Science,2021,67(8):4665-4685.
[68]WIELGOS D,HOMBURG C,KUEHNL C.Digital business capability:its impact on firm and customer performance[J].Journal of The Academy of Marketing Science,2021,49(4):762-789.
[69]BLOM A,LANGE F,HESS JR.Omnichannel-based promotions’ effects on purchase behavior and brand image[J].Journal of Retailing And Consumer Services,2017,39:286-295.
[70]O’CONNOR E,et al.Digital health experience:a regulatory focus perspective[J].Journal of Interactive Marketing,2021,56:121-136.
[71]王永贵，高乐伟.加快推进中国特色市场营销理论创新[J].前线，2022(9):44-47.
[72]李晓静，蒋灵多.数字化与企业创新[J].国际商务(对外经济贸易大学学报),2023(1):139-156.
[73]HUANG Y,HUANG W,FANG C.Coordination for distribution of motion pictures in the context of piracy[J].Journal of Business Research,2018(85):209-225.
[74]王永贵，张仪.服务机器人拟人化对消费者使用意愿的影响机理研究——社会阶层的调节作用[J].外国经济与管理，2022(3):3-18.
[75]王永贵，项典典，马双，等.管理研究方法：理论、前沿与操作[M].北京：中国人民大学出版社，2023:27-57.
[76]任之光.营销科学学科回顾、展望与未来方向[J].营销科学学报，2021(1):31-42.
[77]SHANKAR V,PARSANA S.An overview and empirical comparison of natural language processing (NLP) models and an introduction to and empirical application of autoencoder models in marketing[J].Journal of The Academy of Marketing Science,2022,50(6):1324-1350.
[78]王永贵，史梦婷.加快发展数字经济[N].人民日报，2023-01-19(9).
[79]MOHAMED N,AHMAD I H.Information privacy concerns,antecedents and privacy measure use in social networking sites:evidence from malaysia[J].Computers in Human Behavior,2012,28(6):2366-2375.
[80]管家娃，张玥，朱庆华，等.国外社交网站隐私悖论问题研究综述与国内研究建议[J].图书情报工作，2016(22):126-134.
[81]唐要家，汪露娜.数据隐私保护理论研究综述[J].产业经济评论，2020(5):95-108.
[82]王菲，姚京宏.构建全新信任范式：论区块链对广告业的变革[J].当代传播，2021(5):82-86.
[83]袁澍清，王刚.区块链技术与数据挖掘技术对数字经济发展的推动作用研究[J].西安财经大学学报，2022(4):54-64.
[84]WEBSTER F E.The changing role of marketing in the corporation[J].Journal of Marketing,1992,56(4):1-17.
[85]DAY,GEORGE S.The capabilities of market-driven organizations[J].Journal of Marketing,1994,58(4):37-52.
[86]HOOLEY G,FAHY J,COX T,et al.Marketing capabilities and firm performance:a hierarchical model[J].Journal of Market Focused Management,1999(4):259-278.
[87]MANIS K T,MADHAVARAM S.AI-enabled marketing capabilities and the hierarchy of capabilities:conceptualization,proposition development,and research avenues[J].Journal of Business Research,2023(157):113485.
[88]CORTEZ M,HIDALGO P.Prioritizing B2B marketing capabilities:crossvergence in advanced and emerging economies[J].Industrial Marketing Management,2022(105):422-438.
[89]焦勇，刘忠诚.数字经济赋能智能制造新模式——从规模化生产、个性化定制到适度规模定制的革新[J].贵州社会科学，2020(11):148-154.
[90]HOMBURG C,THEEL M,HOHENBURG S.Marketing excellence:nature,measurement,and investor valuations[J].Journal of Marketing,2020,84(4):1-22.
[91]BUTT H,AHMAD H,GORAYA M A S,et al.Let’s play:me and my AI-powered avatar as one team[J].Psychology & Marketing,2021,38(6):1014-1025.
[92]DAVIS F D.Perceived usefulness,perceived ease of use,and user acceptance of information technology[J].MIS Quarterly,1989,13(3):319-340.
[93]BARNEY J.Firm resources and sustained competitiveadvantage[J].Journal of Management,1991,17(1):99-120.
[94]何大安.人工智能经济学的思想端倪及建构路径[J].商业经济与管理，2021(9):5-16.
[95]WEI R,WANG X,CHANG Y.The effects of platform governance mechanisms on customer participation in supplier new product development[J].Journal of Business Research,2021(137):475-487.
[96]梁燕芳，谢天.东西方文化下的真实自我研究：一种关系的视角[J].心理科学进展，2021(5):894-905.
[97]王永贵，史梦婷.建设完善全国统一大市场加快构建新发展格局[N].光明日报，2023-04-18(06).
[98]HU A,JIAO Y,LIU Y,et al.Distributed quantile regression for massive heterogeneous data[J].Neurocomputing,2021(448):249-262.
[99]REJEB A,KEOGH J,TREIBLMAIER H.How blockchain technology can benefit marketing:six pending research areas[J].Frontiers in Blockchain,2020(3):1-12.
[100]TERLAU W,HIRSCH D.Sustainable consumption and the attitude-behaviour-gap phenomenon-causes and measurements towards a sustainable development[J].International on Food System Food System Dynamics,2015,6(3):199-214.
[101]杜欢政，陆莎，孙荐，等.生活源废旧纺织品高值化回收再利用体系的构建研究[J].纺织学报，2021(6):1-7.
[102]LARSENM,MANNING S,PEDERSEN T.The ambivalent effect of complexity on firm performance:a study of the global service provider industry[J].Long Range Planning,2019,52(2):221-235.
[103]DEUTSCH M.A theory of co-operation and competition[J].Human Relations,1949,2(2):129-152.
[104]MOORMAN C,DAY G S.Organizing for marketing excellence[J].Journal of Marketing,2016,80(6):6-35.
[105]李剑.互联网反垄断能促进数据隐私保护吗?[J].商业经济与管理，2021(5):85-97.
[106]王永贵，项典典.数字营销——新时代市场营销学[M].北京：高等教育出版社，2023:24-30.
(1)详见https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx。
(2)详见浙商大新闻公众号“如何数字驱动科研,这10场‘数字+跨学科’学术创新研讨会含金量十足”,https://mp.weixin.qq.com/s?__biz=MzA4OTA4MjExMg==&mid=2665555797&idx=1&sn=391b2477c3326536fed195e64c50e888&chksm=8b35d73abc425e2cb61e7767139e178e4a3a10a1e96c1a29faafa0b148e066fc185c2d867c8f&scene=27。
(3)本文借鉴Ghorbani等(2022)[16]的观点,用ADO来解释TCCM中的特征(Characteristic),从而实现了两个框架的融合。因此后文中描述为理论—情境—方法,而不是理论—情境—特征—方法。
(4)UTD24是美国得克萨斯大学达拉斯分校所选出的商学院顶尖的24种学术期刊;FT50即英国《金融时报》在编制FT Research排行榜时使用的50本期刊;ABDC即澳大利亚商学院院长理事会学术期刊等级认定,ABDC期刊排行榜是一种被广泛使用的商业期刊国际标准。
(5)互联网的前世今生:Web1.0、2.0、3.0,https://zhuanlan.zhihu.com/p/463783670。
(6)详见2019科特勒未来营销峰会演讲《营销的未来》,https://www.shangyexinzhi.com/article/315987.html。
(7)详见浙商大新闻公众号“如何数字驱动科研,这10场‘数字+跨学科’学术创新研讨会含金量十足”,https://mp.weixin.qq.com/s?__biz=MzA4OTA4MjExMg==&mid=2665555797&idx=1&sn=391b2477c3326536fed195e64c50e888&chksm=8b35d73abc425e2cb61e7767139e178e4a3a10a1e96c1a29faafa0b148e066fc185c2d867c8f&scene=27。
(8)详见O’Neill,O.(2018).5 Keys to Building a Data-Driven Culture and Marketing Organization.https://martechseries.com/mts-insights/guest-authors/5-keys-to-building-a-data-driven-culture-and-marketing-organization/。
(9)详见“How Agile Marketing Organizations Get that Way,”Boston Consulting Group (September 6),https://www.bcg.com/en-us/publications/2018/how-agile-marketing-organizations-get-that-way.aspx。
(10)详见腾讯研究院“2022可解释AI发展报告——打开算法黑箱的理论和实践”,https://new.qq.com/rain/a/20220324 A0973900。
(11)霍夫斯泰德文化维度理论是荷兰心理学家吉尔特·霍夫斯泰德提出的用来衡量不同国家文化差异的一个框架,他将不同文化间的差异归纳为权力距离、不确定性规避、集体或个人主义、男性或女性倾向、长期或短期导向等文化价值观维度。
(12)详见“国资央企的系统性重塑和革命性变化”,http://www.sasac.gov.cn/n2588025/n16303206/c25730978/content.html。
(13)“博学、审问、慎思、明辨、笃行”出自《礼记·中庸》;“仁义礼智信”是儒家的道德标准,详见《汉书·董仲舒传》;“温良恭俭让”出自《论语·学而》。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2023.07.001
中图分类号:F713.36;F274
引用信息:
[1]王永贵,张二伟,张思祺.数字营销研究的整合框架和未来展望——基于TCCM框架和ADO框架的研究[J].商业经济与管理,2023,No.381(07):5-27.DOI:10.14134/j.cnki.cn33-1336/f.2023.07.001.
基金信息:
国家自然科学基金重点项目“数字化背景下的企业定制化战略研究”(72032004); 国家杰出青年科学基金项目“服务营销与创新”(71725003); 国家科技部专项课题“面向矿冶行业的工业互联网创新方法研究与应用示范”(2020IM020300)
2023-07-14
2023-07-14
2023-07-14