网络化营销:基于价值网络化的营销范式初探
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外国经济与管理 2010 年 第 32 卷第 01 期, 页码：34 - 40
摘要
参考文献
摘要
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。
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[2] Gummesson,E.Making relationship marketing operational[J].International Journal of Service Industry Management,1994,5 (5) :5--20．
[3] Grnroos,C.From marketing mix to relationship marketing:Toward a paradigm shift in marketing[J].Management Decision,1994,32(2) :4--20．
[4] Granovetter,M S.Economic action and social structure:The problem of embeddedness[J].American Journal of Sociology,1985,91(3) :481--510．
[5] White,H.Where do markets come from? [J].American Journal of Sociology,1981,87(3) ..514--547．
[6] Anderson,J C,Hakansson,H,and Ahansonjan,J.Dyadic business relationships within a business network context[J].Journal of Marketing,1994,58(4) :1--15．
[7] Oliver,C.Strategic responses to institutional process[J].Academy of Management Review,1991,16(1) :145--179．
[8] Granovetter,M S.The impact of social structure on economic outcomes[J].Journal of Economic Perspectives,2005,19(1) :33--50．
[9] Uzzi,Biran.The sources and consequences of embeddedness for the economic performance of organizations:The network effect[J].American Sociological Review,1996,61(4) :674--698．
[10] Goldenberg,J,Han,S,Lehmann,D R,and Hong,J W.The role of hubs in the adoption process[J].Journal of Marketing,2009,73(2) :1--13．
[11] Contractor,N S,Stanley Wasserman,and Katherine Fasut.Testing multitheoretical,multilevel hypotheses about organizational networks:An analytic framework and empirical example[J].Academy of Management Review,2006,31(3) :681--703．
[12] Gnyawali,D,and Ravindranath,M.Cooperative networks and competitive dynamics:A structural embeddedness perspective[J].Academy of Management Review,2001,26(3) :431--445．
[13] Swaminathan,V,and Moorman,C.Marketing alliances,firm networks,and firm value creation[J].Journal of Marketing,2009,73(5) :52--69．
引用本文
汪涛, 周玲, 杨立华. 网络化营销:基于价值网络化的营销范式初探[J]. 外国经济与管理, 2010, 32(1): 34–40.
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