网络化营销:基于价值网络化的营销范式初探
汪涛;周玲;杨立华;
摘要(Abstract)：
网络分析作为社会科学的一种新的研究视角和方法 ,正在极大地改变着理论研究前沿,激发出许多新兴课题和研究热点。本文围绕营销的本质在于价值的创造、传播和传递这一中心,结合社会网络理论视角,解释了交易营销范式和关系营销范式部分失效的原因,并提出了基于价值网络化的网络化营销新范式,认为营销价值活动的参与方都处于社会网络中,价值活动是以网络化形式进行的。
关键词(KeyWords)： 网络化营销;社会网络;营销范式;价值;网络结构
基金项目(Foundation): 国家自然科学基金项目《新产品开发中的顾客参与及其对新产品绩效的影响》(编号:70672068)
作者(Authors): 汪涛;周玲;杨立华;
DOI: 10.16538/j.cnki.fem.2010.01.005
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