理论与应用：精准营销研究述评与展望
Theory and Application: Research Review and Prospect of Accurate Marketing
摘要:
作为以信息技术为基础的新型营销方式，精准营销凭借其准确性、高效经济的优势，受到学者广泛关注。通过文献述评发现，现有精准营销研究主要集中于理论及应用研究方面，理论研究着重倾向于精准营销的概念研究与理论基础的研究，而应用研究则突出在农产品精准营销、电子商务精准营销以及广告精准营销研究三大方面。在对精准营销相关文献查阅和梳理的基础上提出了现有研究的不足，最后对现有文献进行评析，对精准营销未来研究发展趋势进行展望。
Abstract: As a new type of marketing method based on information technology, accurate marketing has at-tracted wide attention due to its accuracy and advantages of efficient economy. Through literature review, it is found that the existing precision marketing researches mainly focus on theory and application research: theory researches mainly tend to precise marketing concept and theoretical basis of research, and application research is prominent in three aspects, agricultural products precision marketing, e-commerce precision marketing and advertising marketing. Based on the literature review and combing of precision marketing, this paper puts forward the deficiency of existing researches, and finally reviews the existing literatures, and prospected the future research and development trend of precision marketing.
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