2021企业营销数字化转型研究报告
从纸媒时代开始，营销就是企业永恒的话题。1898年广告学家E.S.刘易斯提出了“AIDMA”模型，认为消费者从接触信息到购买需经历：引起注意-引起兴趣-唤起欲望-留下记忆-购买行动这5个阶段。显然，100多年后的今天，这一消费行为模型仍然具备很强的代表性。但是随着时代变迁，新的消费模型开始出现。不同时代模型中的细节改变、链条延长，背后是经济形态的一次次改变。当前正处于数字经济时代，企业已进入了数字化转型这一浪潮之中。亿欧智库认为新时代的数字营销指：在不断变化的市场需求与环境下，通过多种新兴技术融合的方式，对以多方数据并行的多渠道营销数据进行分析管理，达成全域营销、辅助企业运营、实现业务增长的目的，并落地到更多场景，助力企业完成营销数字化转型。基于数据的力量，企业能从互联网营销时代遵循从用户认知到最后购买这一单向旅程的禁锢中解脱出来。企业以全流程采集数据为依托，逆向寻找到合适的用户，发现真实需求，形成一个双向循环。数据的力量虽强，但是企业完成营销数字化转型并不是一个简单过程。要实现以数据提升最终用户体验这一价值，需要解决企业软件架构的种种“历史遗留问题”，需要面对长周期的、高投入的巨额成本。当前，营销数字化转型虽跑在企业其他模块数字化转型之前，但还是处于极为初级的阶段。营销数字化转型的最短路径、最终价值是什么，仍需要企业与服务商共同实践与探讨。http://www.199it.com/wp-content/uploads/2021/01/Image1-145.png http://www.199it.com/wp-content/uploads/2021/01/Image2-145.png http://www.199it.com/wp-content/uploads/2021/01/Image3-145.png http://www.199it.com/wp-content/uploads/2021/01/Image4-144.png http://www.199it.com/wp-content/uploads/2021/01/Image5-145.png http://www.199it.com/wp-content/uploads/2021/01/Image6-145.png http://www.199it.com/wp-content/uploads/2021/01/Image7-145.png http://www.199it.com/wp-content/uploads/2021/01/Image8-145.png http://www.199it.com/wp-content/uploads/2021/01/Image9-144.png http://www.199it.com/wp-content/uploads/2021/01/Image10-144.png http://www.199it.com/wp-content/uploads/2021/01/Image11-144.png http://www.199it.com/wp-content/uploads/2021/01/Image12-144.png http://www.199it.com/wp-content/uploads/2021/01/Image13-142.png http://www.199it.com/wp-content/uploads/2021/01/Image14-142.png http://www.199it.com/wp-content/uploads/2021/01/Image15-141.png http://www.199it.com/wp-content/uploads/2021/01/Image16-140.png http://www.199it.com/wp-content/uploads/2021/01/Image17-136.png http://www.199it.com/wp-content/uploads/2021/01/Image18-136.png http://www.199it.com/wp-content/uploads/2021/01/Image19-136.png http://www.199it.com/wp-content/uploads/2021/01/Image20-133.png http://www.199it.com/wp-content/uploads/2021/01/Image21-130.png http://www.199it.com/wp-content/uploads/2021/01/Image22-131.png http://www.199it.com/wp-content/uploads/2021/01/Image23-129.png http://www.199it.com/wp-content/uploads/2021/01/Image24-128.png http://www.199it.com/wp-content/uploads/2021/01/Image25-126.png http://www.199it.com/wp-content/uploads/2021/01/Image26-122.png http://www.199it.com/wp-content/uploads/2021/01/Image27-122.png http://www.199it.com/wp-content/uploads/2021/01/Image28-121.png http://www.199it.com/wp-content/uploads/2021/01/Image29-115.png http://www.199it.com/wp-content/uploads/2021/01/Image30-115.png http://www.199it.com/wp-content/uploads/2021/01/Image31-107.png http://www.199it.com/wp-content/uploads/2021/01/Image32-105.png http://www.199it.com/wp-content/uploads/2021/01/Image33-100.png http://www.199it.com/wp-content/uploads/2021/01/Image34-96.png http://www.199it.com/wp-content/uploads/2021/01/Image35-95.png http://www.199it.com/wp-content/uploads/2021/01/Image36-92.png http://www.199it.com/wp-content/uploads/2021/01/Image37-87.png http://www.199it.com/wp-content/uploads/2021/01/Image38-82.png http://www.199it.com/wp-content/uploads/2021/01/Image39-77.png http://www.199it.com/wp-content/uploads/2021/01/Image40-78.png http://www.199it.com/wp-content/uploads/2021/01/Image41-63.png http://www.199it.com/wp-content/uploads/2021/01/Image42-62.png http://www.199it.com/wp-content/uploads/2021/01/Image43-61.png http://www.199it.com/wp-content/uploads/2021/01/Image44-58.png http://www.199it.com/wp-content/uploads/2021/01/Image45-54.png http://www.199it.com/wp-content/uploads/2021/01/Image46-50.png http://www.199it.com/wp-content/uploads/2021/01/Image47-48.png http://www.199it.com/wp-content/uploads/2021/01/Image48-44.png http://www.199it.com/wp-content/uploads/2021/01/Image49-42.png http://www.199it.com/wp-content/uploads/2021/01/Image50-39.png http://www.199it.com/wp-content/uploads/2021/01/Image51-26.png http://www.199it.com/wp-content/uploads/2021/01/Image52-25.png http://www.199it.com/wp-content/uploads/2021/01/Image53-24.png http://www.199it.com/wp-content/uploads/2021/01/Image54-23.png http://www.199it.com/wp-content/uploads/2021/01/Image55-23.png http://www.199it.com/wp-content/uploads/2021/01/Image56-23.png http://www.199it.com/wp-content/uploads/2021/01/Image57-21.png http://www.199it.com/wp-content/uploads/2021/01/Image58-20.png http://www.199it.com/wp-content/uploads/2021/01/Image59-16.png http://www.199it.com/wp-content/uploads/2021/01/Image60-15.png http://www.199it.com/wp-content/uploads/2021/01/Image61-11.png http://www.199it.com/wp-content/uploads/2021/01/Image62-12.png http://www.199it.com/wp-content/uploads/2021/01/Image63-12.png http://www.199it.com/wp-content/uploads/2021/01/Image64-10.png http://www.199it.com/wp-content/uploads/2021/01/Image65-9.png http://www.199it.com/wp-content/uploads/2021/01/Image66-9.png http://www.199it.com/wp-content/uploads/2021/01/Image67-9.png http://www.199it.com/wp-content/uploads/2021/01/Image68-8.png
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