中文    English

Journal of Library and Information Science in Agriculture ›› 2023, Vol. 35 ›› Issue (2): 4-15.doi: 10.13998/j.cnki.issn1002-1248.23-0237

    Next Articles

The Policy Direction, Practice Development and Research Focus of Digital Marketing Activities

ZHAO Youlin1,2, PANG Hangyuan2, LIN Yini2, PAN Yigai3   

  1. 1. School of Information Management, Nanjing University, Nanjing 210023;
    2. Business School of Hohai University, Nanjing 211100;
    3. Guangxi China Tobacco Industry Co., Ltd., Nanning 530001
  • Received:2023-01-15 Published:2023-04-28

PDF (PC)

213

Abstract: [Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises. [Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing. (3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products. (2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation.

Key words: digital marketing, user group, user preference, consumption potential, marketing effectiveness

CLC Number: 

  • G250
[1] 姚曦, 秦雪冰. 技术与生存: 数字营销的本质[J]. 新闻大学, 2013(6): 58-63, 33.
YAO X, QIN X B.Technology and survival: The essence of digital marketing[J]. Journalism bimonthly, 2013(6): 58-63, 33.
[2] 鲍磊, 江梓毓, 奚凯悦. 数字营销的发展: 从1.0时代到4.0时代的进化[J]. 山东纺织经济, 2022(2): 19-22.
BAO L, JIANG Z Y, XI K Y.Development of digital marketing: Evolution from era 1.0 to era 4.0[J]. Shandong textile economy
3 2022(2): 19-22.
[3] 凯特·兰伯顿, 安德鲁·斯蒂芬, 刘国华,等. 数字营销:过去、现在与将来(二)[J].公关世界, 2017, 13: 34-39.
LAMBERTON C, STEPHEN A T, LIU G H, et al.A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry[J]. Pr world, 2017, 13: 34-39.
[4] 栗建文. 2019数字营销: 欢迎进入中场时间[J]. IT经理世界, 2018(23): 46-49.
LI J W.Efficiency evaluation of public libraries in Weibo based on data envelopment analysis[J]. IT manager world, 2018(23): 46-49.
[5] B, CORBO L, SILVA S C, et al. The evolving role of artificial intelligence in marketing: A review and research agenda[J]. Journal of business research, 2021, 128: 187-203.
[6] LUANGRATH A, PECK J, HEDGCOCK W, et al.Observing product touch: The vicarious haptic effect in digital marketing and virtual reality[J]. Journal of marketing research, 2021, 59: 306-326.
[7] 王帅. 突发公共卫生事件情境下在线健康社区用户画像与分群研究[J]. 情报科学, 2022, 40(6): 98-107.
WANG S.Study on user portrait and clustering of online health community in the context of public health emergencies[J]. Informa- tion science, 2022, 40(6): 98-107.
[8] 郭顺利, 张宇. 基于VALS2的在线健康社区大学生用户群体画像构建研究[J]. 现代情报, 2021, 41(10): 47-58.
GUO S L, ZHANG Y.Research on user profile construction of college students in online health community based on VALS2[J]. Modern information, 2021, 41(10): 47-58.
[9] 李玉媛, 熊回香, 杨梦婷, 等. 基于社会网络分析与LDA的虚拟学术社区中用户群体主题挖掘研究[J]. 情报科学, 2021, 39(11): 110-116, 132.
LI Y Y, XIONG H X, YANG M T, et al.Theme analysis of user group in virtual academic community based on social network analysis and LDA model[J]. Information science, 2021, 39(11): 110-116, 132.
[10] 王泰, 曾悦. 基于正则等价的虚拟学习社区角色分类[J]. 电化教育研究, 2021, 42(3): 55-61.
WANG T, ZENG Y.Regular equivalence-based role classification in virtual learning community[J]. E-education research, 2021, 42(3): 55-61.
[11] 吴江, 周露莎. 在线医疗社区中知识共享网络及知识互动行为研究[J]. 情报科学, 2017, 35(3): 144-151.
WU J, ZHOU L S.The study of knowledge sharing network and users' knowledge interaction in online health community[J]. Information science, 2017, 35(3): 144-151.
[12] XU G Q, GUO J W, YANG P L.TNS-LPA: An improved label propagation algorithm for community detection based on two-level neighbourhood similarity[J]. IEEE access, 2021, 9: 23526-23536.
[13] 刘伟, 丁志慧. 基于参与行为的兴趣型虚拟社区成员分类研究[J]. 商业研究, 2012(11): 92-95.
LIU W, DING Z H.Research on the classification of interested vir-tual community members based on participatory behavior[J]. Com-mercial research, 2012(11): 92-95.
[14] 王帅, 纪雪梅. 基于在线健康社区用户画像的情感表达特征研究[J]. 情报理论与实践, 2022, 45(6): 179-187.
WANG S, JI X M.Research on emotional expression characteristics based on user portrait in online health community[J]. Informationstudies: Theory & application, 2022, 45(6): 179-187.
[15] DU Y J, WANG Y K, HU J R, et al.An emotion role mining approach based on multiview ensemble learning in social networks[J]. Information fusion, 2022, 88: 100-114.
[16] 吴江, 刘涛, 刘洋. 在线社区用户画像及自我呈现主题挖掘——以网易云音乐社区为例[J]. 数据分析与知识发现, 2022, 6(7): 56-69.
WU J, LIU T, LIU Y.Mining online user profiles and self-presen-tations: Case study of NetEase music community[J]. Data analysis and knowledge discovery, 2022, 6(7): 56-69.
[17] 王若佳, 严承希, 郭凤英, 等. 基于用户画像的在线健康社区用户流失预测研究[J]. 数据分析与知识发现, 2022(2): 80-92.
WANG R J, YAN C X, GUO F Y, et al.Predicting churners of online health communities based on the user Persona[J]. Data analysis and knowledge discovery, 2022(2): 80-92.
[18] 盛姝, 黄奇, 郑姝雅, 等. 在线健康社区中用户画像及主题特征分布下信息需求研究——以医享网结直肠癌圈数据为例[J]. 情报学报, 2021, 40(3): 308-320.
SHENG S, HUANG Q, ZHENG S Y, et al.Study of user informa-tion requirements in an online health community based on the distri-bution of user profile and theme features: Taking colorectal cancer data from YiXiang as an example[J]. Journal of the China society for scientific and technical information, 2021, 40(3): 308-320.
[19] 李颖, 王亚民. 基于兴趣社区的知识库构建[J]. 情报理论与实践, 2014, 37(9): 86-91.
LI Y, WANG Y M.Knowledge base construction based on interest community[J]. Information studies: Theory & application, 2014, 37(9): 86-91.
[20] 邓卫华, 易明. 虚拟社区中基于Tag的知识协同伙伴选择策略[J]. 现代图书情报技术, 2013(12): 88-93.
DENG W H, YI M.A research on selecting partners of knowledge collaboration in virtual community based on tag[J]. New technology of library and information service, 2013(12): 88-93.
[21] LIAO S, WIDOWATI R, HSIEH Y C.Investigating online social media users' behaviors for social commerce recommendations[J]. Technology in society, 2021, 66(3): 43-51.
[22] 张一涵, 袁勤俭. 社交金融环境下用户对银行网络平台设计属性的偏好研究[J]. 现代情报, 2020, 40(11): 116-127.
ZHANG Y H, YUAN Q J.Research on the user's preference for the design attributes of online banking platform in social financial environment[J]. Modern information, 2020, 40(11): 116-127.
[23] 董伟, 陶金虎. 基于主题偏好的在线健康社区用户兴趣群体识别研究——以医享网为例[J]. 情报科学, 2021, 39(3): 88-93, 119.
DONG W, TAO J H.Research on the identification of users' interest groups in online health community based on topic preference: An investigation of yx129.com[J]. Information science, 2021, 39(3): 88-93, 119.
[24] 张海涛, 宋拓, 周红磊, 等. 基于谱聚类的虚拟健康社区知识聚合方法研究[J]. 图书情报工作, 2020, 64(8): 134-140.
ZHANG H T, SONG T, ZHOU H L, et al.Research on knowledge aggregation method of virtual healthy community based on spectral clustering[J]. Library and information service, 2020, 64(8): 134-140.
[25] 张连峰, 李慧, 遆云鹤. 基于虚拟学术社区的知识聚合模型构建研究[J]. 情报科学, 2019, 37(6): 55-60, 74.
ZHANG L F, LI H, TI Y H.Knowledge aggregation model based on virtual academic community[J]. Information science, 2019, 37(6): 55-60, 74.
[26] 周新民, 陈晓红, 钟敏娟, 等. 基于主题标签的在线社区话题发现[J]. 系统工程, 2017, 35(7): 40-46.
ZHOU X M, CHEN X H, ZHONG M J, et al.Online community topic detection based on label[J]. Systems engineering, 2017, 35(7): 40-46.
[27] 张鑫. 在线健康社区用户参与行为的类型及偏好研究[J]. 情报资料工作, 2019, 40(5): 84-91.
ZHANG X.Research on types and preferences of user participation behavior in online community[J]. Information and documentation services, 2019, 40(5): 84-91.
[28] SONG B, WU H, LI X, et al.The design and development of the virtual learning community for teaching resources personalized recommendation[C] //Tan yingtakagi hideyukishi yuhuiniu ben. Cham: Springer International Publishing, 2017. 109-118.
[29] 周朴雄, 陈涛. 虚拟社区中基于相似标签聚类的语义信息推荐[J]. 情报理论与实践, 2013, 36(10): 100-104.
ZHOU P X, CHEN T.Semantic information recommendation based on similar tag clustering in virtual community[J]. Information studies: Theory & application, 2013, 36(10): 100-104.
[30] 翟姗姗, 胡畔, 潘英增, 等. 融合知识图谱与用户病情画像的在线医疗社区场景化信息推荐研究[J]. 情报科学, 2021, 39(5): 97-105.
ZHAI S S, HU P, PAN Y Z, et al.Research on scene information recommendation of online medical community integrating knowledge map and user's illness portrait[J]. Information science, 2021, 39(5): 97-105.
[31] OJAGH S, MALEK M, SAEEDI S, et al.A location-based orientation-aware recommender system using IoT smart devices and Social Networks[J]. Future gener comput syst, 2020, 108: 97-118.
[32] PABLO C, RIOS SEBASTIAN A, FELIPE A, et al.Neuro-semantic prediction of user decisions to contribute content to online social networks[J]. Neural computing & applications, 2022, 34(19): 21-22.
[33] CHEN Q, LI G H, ZHOU Q, et al.Double attention convolutional neural network for sequential recommendation[J]. ACM transactions on the web, 2022, 16(4): 1-23.
[34] JIANG L, WANG Y Q, XIE S S, et al.Which courses to choose? Recommending courses to groups of students in online tutoring platforms[J]. Applied Intelligence, 2022: 1-10.
[35] 刘松, 楼嘉军. 上海市城镇居民休闲消费潜力测度及评价[J]. 城市问题, 2019(4): 88-95.
LIU S, LOU J J.Comprehensive measurement and evaluation on the leisure consumption potential of Shanghai's urban residents[J]. Urban problems, 2019(4): 88-95.
[36] 李研, 洪俊杰. 居民消费不平衡的统计测度及消费潜力分析[J]. 数量经济技术经济研究, 2021, 38(11): 84-102.
LI Y, HONG J J.Statistical measurement of resident consumption imbalance and analysis of consumption potential[J]. The journal of quantitative & technical economics, 2021, 38(11): 84-102.
[37] 宋泽, 邹红. 增长中的分化: 同群效应对家庭消费的影响研究[J].经济研究, 2021, 56(1): 74-89.
SONG Z, ZOU H.Stratification in growth: The influence of peer effect on household consumption[J]. Economic research journal, 2021, 56(1): 74-89.
[38] 吴石英, 马芒. 人口变动、消费结构与居民消费潜力释放——基于省际动态面板数据的GMM分析[J]. 当代经济管理, 2018, 40(4): 8-15.
WU S Y, MA M.Population change, consumption structure and re-lease of residents' consumption potential - Based on GMM analysis of provincial dynamic panel data[J]. Contemporary economic manage-ment, 2018, 40(4): 8-15.
[39] 龙少波, 张睿. 消费环境改善对居民消费潜力的影响研究 ——基于当期剩余消费潜力的视角[J]. 统计与信息论坛, 2021, 36(1): 79-89.
LONG S B, ZHANG R.Research on the influence of consumption environment improvement on residents' consumption potential: Based on the current surplus consumption potential perspective[J]. Statistics & information forum, 2021, 36(1): 79-89.
[40] 唐烨. 居民消费潜力综合评价指标体系构建及其演变趋势[J]. 商业经济研究, 2022(3): 60-62.
[41] 张效莉, 余颖博. 我国居民消费潜力测度及其影响因素研究——基于对上海、天津等11个省市数据的实证分析[J]. 价格理论与实践, 2022(3): 77-80, 204.
ZHANG X L, YU Y B.Research on the measurement of residents' consumption potential and its influencing factors - Based on the empirical analysis of data from 11 provinces and cities including Shanghai and Tianjin[J]. Price: theory & practice, 2022(3): 77-80, 204.
[42] 陈晨, 郑瑞坤. 后疫情期我国城镇居民消费潜力空间效应差异研究[J]. 现代商业, 2021(3): 18-20.
[43] 刘松, 楼嘉军. 城镇居民休闲消费潜力影响因素及其空间异质性[J]. 地域研究与开发, 2022, 41(2): 52-56, 83.
LIU S, LOU J J.Influencing factors and spatial heterogeneity of urban residents' leisure consumption potential[J]. Areal research and development, 2022, 41(2): 52-56, 83.
[44] 冉研, Min-Ky Lee.直播电商对中国城镇消费潜力释放的影响研究——基于Ordered Probit模型分析[J]. 全国流通经济, 2022(3): 8-13.
YAN R, LEE M.Research on the impact of live stream e-commerce on the release of urban consumption potential in China: Based on the Ordered Probit model[J]. China circulation economy, 2022(3): 8-13.
[45] 南永清, 宋明月, 肖浩然. 数字普惠金融与城镇居民消费潜力释放[J]. 当代经济研究, 2020(5): 102-112.
NAN Y Q, SONG M Y, XIAO H R.Digital inclusive finance and release of urban residents' consumption potential[J]. Contemporary economic research, 2020(5): 102-112.
[46] 贺诗倪. 农村居民消费潜力分析——以重庆市为例[J].中国经贸导刊(中), 2020(2): 98-101.
HE S N.Analysis of rural residents' consumption potential - Taking Chongqing as an example[J]. China economic & trade herald, 2020(2): 98-101.
[47] 许兰壮, 张乐柱, 伍茜蓉. 数字金融释放了农村家庭消费潜力吗——基于边际消费倾向视角的机制分析[J].农业技术经济, 2023(3): 37-52.
XU L Z, ZHANG L, WU Q R.Has digital finance release farmers' consumption potential: Mechanism analysis from the perspective of marginal propensity to consume[J]. Journal of agrotechnical eco-nomics, 2023(3): 37-52.
[48] 李宝库, 赵博, 刘莹, 等. 农村居民网络消费支付意愿调查分析[J]. 管理世界, 2018, 34(6): 94-103.
LI B K, ZHAO B, LIU Y, et al.Investigation and analysis of rural residents' willingness to pay for online consumption[J]. Management world, 2018, 34(6): 94-103.
[49] 王晓光, 袁毅. 微博营销效果的影响因素研究——以媒体微博为例[J]. 现代情报, 2015, 35(7): 57-61.
WANG X G, YUAN Y.Research on impact factors of effect of micro-blog marketing - Take micro-blog of media for instance[J]. Modern information, 2015, 35(7): 57-61.
[50] 孙江华, 颜诗烬. 社交网络特征对微博营销效果的影响——基于电影官方微博面板数据实证研究[J]. 商业研究, 2017(2): 12-18.
SUN J H, YAN S.The effects of social network characteristics on the microblog marketing - An empirical study based on the panel data of official movie microblogs[J]. Commercial research, 2017(2): 12-18.
[51] 李小龙. 企业微博营销影响因素及效果测量实证研究[D]. 北京: 北京邮电大学.
LI X L.Empirical study on influencing factors and effect measurement of enterprise weibo marketing[D].Beijing: Beijing University of Posts and Telecommunications.
[52] 李红, 项子晴. 企业微博营销效果影响因素分析——以小米公司为例[J]. 价格月刊, 2017(11): 78-80.
LI H, XIANG Z.An analysis of im pacting factor on enterprises weibo marketing effect - Taken Xiaomi as example[J]. Prices monthly, 2017(11): 78-80.
[53] 兰燕, 施莉, 吴双. 农产品营销类微信公众号传播效果影响因素分析[J]. 乡村科技, 2022, 13(18): 34-37.
LAN Y, SHI L, WU S.Analysis on influencing factors of spreading effect of agricultural products marketing WeChat in WeChat official account[J]. Xiangcun Keji, 2022, 13(18): 34-37.
[54] 周付军. 高校社科学报微信公众号传播效果的影响因素与驱动机制——以16种CSSCI学报为例[J]. 中国科技期刊研究, 2022, 33(5): 622-628.
ZHOU F J.Influencing factors and driving mechanism of communication effect of WeChat official accounts of university social science journals: Taking 16 CSSCI journals as examples[J]. Chinese journal of scientific and technical periodicals, 2022, 33(5): 622-628.
[55] 韩玫, 何跃. 基于DEA的企业微博活动营销效果评估——以S企业官方微博为例[J]. 管理评论, 2015, 27(7): 137-145.
HAN M, HE Y.Evaluation of enterprise microblogging event marketing effect based on DEA - Official microblog of S enterprise as an example[J]. Management review, 2015, 27(7): 137-145.
[56] 王战平, 柳瑶, 陈铭, 等. 社会化网络环境下营销效果测评——以微博为例[J]. 情报科学, 2015, 33(3): 118-122, 156.
WANG Z P, LIU Y, CHEN M, et al.Effectiveness evaluation of marketing on the social web in a case study of micro-blogging[J]. Information science, 2015, 33(3): 118-122, 156.
[57] 张雪梅, 王友翠. 基于投入产出分析的政务微博舆情信息传播效率评价研究[J]. 情报科学, 2020, 38(5): 43-48.
ZHANG X M, WANG Y C.Information dissemination efficiency evaluation of network public opinion of the government microblogs based on input-output analysis[J]. Information science, 2020, 38(5): 43-48.
[58] 刘凤, 李小娟. 基于数据包络分析的公共图书馆微博运营效率评估[J]. 情报探索, 2018(10): 70-74.
LIU F, LI X J.Efficiency assessing of public library microblog platform based on DEA approach[J]. Information research, 2018(10): 70-74.
[59] 马蕴哲, 崔旭. 图书情报与档案管理类学术期刊微信公众号运营效率研究——基于三阶段dea分析[J].知识管理论坛, 2022, 7(3): 344-355.
MA Y, CUI X.Research on the operational efficiency of WeChat public account of academic journals of library, information and archives management - Based on the analysis of three stage dea[J]. Knowledge management forum, 2022, 7(3): 344-355.
[60] 王晓敏, 张少华. 中小企业线上直播效果影响因素及机制[J]. 江苏商论, 2022(6): 32-34, 38.
WANG X M, ZHANG S H.The influencing factors and mechanism of online live broadcast effect of small and medium-sized enterprises[J]. Jiangsu commercial forum, 2022(6): 32-34, 38.
[61] 周国福. 基于机器学习算法的电商直播满意度影响因素分析[J].信阳农林学院学报, 2023, 33(1): 114-118.
ZHOU G F.Analysis of factors affecting satisfaction of e-commerce live broadcast based on machine learning algorithm[J]. Journal of Xinyang agriculture and forestry university, 2023, 33(1): 114-118.
[62] 张宝明, 夏悦, 杨晨宇. 电商直播效果与影响因素的关系分析[J]. 系统仿真技术, 2021, 17(3): 216-220.
ZHANG B M, XIA Y, YANG C Y.Analysis of the relationship between the effect of live e-commerce and its influencing factors[J]. System simulation technology, 2021, 17(3): 216-220.
[63] CHEN C P.Hardcore viewer engagement and social exchange with streamers and their digital live streaming communities[J]. Qualitative Market Research: An International Journal, 2023, 26(1): 35-41.
[64] SJOBLOM M, HAMARI J.Why do people watch others play video games? An empirical study on the motivations of Twitch users[J]. Computers in human behavior, 2016, 75: 985-996.
[65] 田慧敏. 疫情背景下直播营销传播效果的影响因素研究——以明星带货为例[D]. 大连: 大连理工大学.
TIAN H M.A study on the influencing factors of the communication effect of live marketing under the epidemic situation - Taking the stars with goods as an example[D]. Dalian: Dalian University of Technology.
[66] ZOU Y, ZHANG X Z, ZHENG W T, et al.Exploring the sustainable influencing factors of audience loyalty of Chinese sports live broadcast platform based on SEM model[J]. Technological forecasting & social change, 2023(2): 189.
[67] 刘俊冉. 基于4I理论的科普期刊网络直播营销策略探究[J]. 中国科技期刊研究, 2022, 33(3): 320-327.
LIU J R.Strategies for live streaming marketing of popular science journals based on 4I theory[J]. Chinese journal of scientific and technical periodicals, 2022, 33(3): 320-327.
[68] 樊振佳, 汪煊, 廖子萱. 扶贫助农电商平台的营销信息特征及其影响分析[J]. 农业图书情报学报, 2020, 32(3): 10-19.
FAN Z J, WANG X, LIAO Z X.Characteristics and influence of marketing information in the poverty relief e-commerce platform[J]. Journal of library and information science in agriculture, 2020, 32(3): 10-19.
[1] XIAO Yun, XU Huanhuan, XIAO Yayuan, ZHAO Youlin, PANG Hangyuan. User Preference Mining in Digital Community Based on CLV Preference Mining Model [J]. Journal of Library and Information Science in Agriculture, 2023, 35(2): 45-60.
[2] ZHANG Tianjiao, ZHANG Zichao, HUANG Kun, ZHAO Youlin, LIN Yini. Construction of Multimodal Assessment Model of Consumption Potential in the Digital Economy Integrating Association Rule Mining Algorithm with D-ANP [J]. Journal of Library and Information Science in Agriculture, 2023, 35(2): 16-29.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
Editorial Board of Journal of Library and Information Science in Agriculture
Tel：(010)82109667　Fax：(010)82109667　E-mail：xuekan＠caas.cn
Powered by Beijing Magtech Co., Ltd.
知识共享许可协议