The Research on the Complexity and Synergy of Marketing Ecosystem with Big Data

摘要：

　　The research on marketing ecosystem based on data-driven in the big data environment is becoming the key field of enterprise management research and practice.According to researching the current situation results of big data,marketing ecosystem and coevolution mechanism at home and abroad,the thesis analyzes the complexity of marketing ecosystem based on big data environment from structural and procedural perspectives,and also constructs the value connotation and the research framework of marketing ecosystem based on big data environment.More importantly,the thesis brings forth co-evolution strategy,measure method of cooperative effect and cooperative governance mechanism.All the research achievements of this thesis will provide theoretical guidance and reference for the study of the marketing ecosystem continuous optimization and co-evolution in dig data environments.

关键词： Big Data business ecosystem marketing ecosystem complexity synergetic development

作者: WANG Ju-ying Sun Yue WEN Xin

作者单位: College of Management,Ocean University of China,Qingdao 266100,P.R.China

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 32-43

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）