1. School of Management and Economics, The Chinese University of Hong Kong, Shenzhen, Shenzhen 518172, China; 2. School of Management, University of Science and Technology of China, Hefei 230026, China; 3. Department of Marketing and International Business, Faculty of Business, Lingnan University, Hong Kong 999077, China
Abstract：As the capability of tracking consumer footprint is enhanced, marketing science is experiencing a revolution of big data. In order to understand the changes in consumer behavior and marketing strategy under big data era, this paper collects relevant literature on big data marketing in the past decade, sorts out the related concepts, types and analytical methodsp, and extracts top 50 popular subjects of big data marketing such as search, mobile, word-of-mouth, digitization, APP and social media. Based on these findings, we review the research progress of big data marketing through four stages including Internet, social network, mobile Internet, big data and artificial intelligence. In the end, the future research direction of big data marketing is discussed from the three aspects regarding customer journey, quantitative evaluation of marketing activities, and development of marketing analytics technology.
杨扬, 刘圣, 李宜威, 贾建民. 大数据营销:综述与展望[J]. 系统工程理论与实践, 2020, 40(8): 2150-2158.
YANG Yang, LIU Sheng, LI Yiwei, JIA Jianmin. Big data marketing: Review and prospect. Systems Engineering - Theory & Practice, 2020, 40(8): 2150-2158.
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2020, Vol. 40 
