Page 11 - 大数据时代市场营销理论研究
P. 11
目 录 CONTENTS
第一章 网络时代的市场营销 ································································ 1
第一节 互联网对营销的影响 ·························································· 1
第二节 新媒体营销 ······································································ 5
第三节 软文营销 ········································································14
第四节 APP 营销 ········································································24
第五节 搜索引擎营销 ··································································30
第二章 数字化时代营销媒介的转变 ······················································37
第一节 数字化时代营销媒介转变的基础 ··········································38
第二节 数字化时代下的营销媒介与策略 ··········································47
第三节 企业数字化营销发展 ·························································54
第四节 国有银行市场营销发展 ······················································64
第三章 直播营销——以抖音为例 ·························································77
第一节 抖音营销环境分析 ····························································77
第二节 短视频 + 直播营销现状 4I 分析 ···········································90
第三节 短视频 + 直播营销的问题及改进措施 ···································96
第四章 市场营销与经济文化的结合 ···················································· 105
第一节 市场营销与经济 ····························································· 105
第二节 市场营销与文化 ····························································· 112
第三节 市场营销与地理 ····························································· 121
参考文献······················································································· 127
