消解与重构：大数据时代的品牌营销变革

发布时间：2018-04-01 06:32

本文选题：大数据　切入点：品牌营销　出处：《南京师范大学》2016年硕士论文

【摘要】：随着数字信息化的发展,人类产生和储存的数据量呈现爆发式的增长,人们随之进入大数据时代。在大数据时代,品牌的营销体系发生了显著变化,营销理念逐渐趋向精细化,营销策略也由“产品导向型”过渡到“服务导向型”。营销本属于数据驱动的领域,在品牌营销过程中,需要分析大量数据信息,开展品牌的大数据营销,能够帮助广告主和营销行业人员洞悉消费者需求、分析消费者行为、评估消费者价值,提升品牌曝光和销售转化。本文以大数据时代为研究背景,通过文献研究法、案例分析法、比较研究法,对品牌营销的变革进行深入剖析。文章从大数据时代的思维变革入手,先是论述了大数据对传统品牌营销体系的消解作用,接着详述了大数据对品牌营销的重构过程。这两部分内容在纵向维度上形成了鲜明对比,以便明晰变革的主题。最后,本文对品牌营销的大数据未来进行了展望和反思,提醒品牌营销者保持对大数据营销的探索热情,警惕对大数据营销的过分膜拜。本文的研究有利于相关的经营者与研究者理解品牌营销在大数据时代的变革趋势,以便深入洞察消费者需求,审时度势,更好地应对未来挑战。
[Abstract]:With the development of digital information, the amount of data produced and stored by human beings increases explosively.In the era of big data, the marketing system of the brand has changed significantly, the marketing concept has gradually tended to be refined, and the marketing strategy has changed from "product-oriented" to "service-oriented".Marketing belongs to data-driven field. In the process of brand marketing, we need to analyze a large amount of data information and carry out brand big data marketing, which can help advertisers and marketing professionals to understand consumer needs and analyze consumer behavior.Evaluate consumer value, enhance brand exposure and sales transformation.This article takes big data time as the research background, through the literature research method, the case analysis method, the comparative research method, carries on the thorough analysis to the brand marketing transformation.This article starts with the thinking change of big data's time, first discusses the deconstruction function of big data to the traditional brand marketing system, and then details the reconstruction process of the brand marketing by big data.These two parts make a sharp contrast in the vertical dimension in order to clarify the theme of change.Finally, this paper looks forward to the future of big data of brand marketing, reminds the brand marketers to keep the enthusiasm for the exploration of big data marketing, and to be on guard against the excessive adoration of big data marketing.The research in this paper is helpful for the managers and researchers concerned to understand the changing trend of brand marketing in big data's time, so as to gain insight into consumer demand, assess the situation and better meet the challenges in the future.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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