企业营销模式：数字化转型机制

IF 7.4 2区经济学 Q1 BUSINESS, FINANCE

Finance Research Letters Pub Date : 2024-11-17 DOI:10.1016/j.frl.2024.106485

Yang Cheng , Jingyi Zhao

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引用次数: 0

摘要

随着信息技术的快速发展和普及，数字化转型为企业营销模式带来了新的发展路径。基于2012-2022年中国A股上市公司的数据，研究结果表明，数字化转型促进了企业营销模式的转变，这种转变在民营企业、大型企业和劳动密集型企业中更为显著。数字化转型可以通过数字技术创新和人力资本实现这一转变。本研究为企业通过调整营销策略适应数字化时代提供了决策依据。

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Enterprise marketing models: Mechanisms of digital transformation

Digital transformation has elicited new development paths for enterprise marketing models with information technology's rapid development and popularization. Based on data from Chinese A-share listed companies from 2012 to 2022, findings indicate that digital transformation promoted enterprise marketing model transformation, which was more significant in private, large-scale, and labor-intensive enterprises. Digital transformation can achieve this shift through digital technology innovation and human capital. This study provides a decision-making basis for enterprises to adapt to the digital era by adjusting marketing strategies.

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来源期刊

Finance Research Letters BUSINESS, FINANCE-

CiteScore

11.10

自引率

14.40%

发文量

863

期刊介绍： Finance Research Letters welcomes submissions across all areas of finance, aiming for rapid publication of significant new findings. The journal particularly encourages papers that provide insight into the replicability of established results, examine the cross-national applicability of previous findings, challenge existing methodologies, or demonstrate methodological contingencies. Papers are invited in the following areas: Actuarial studies Alternative investments Asset Pricing Bankruptcy and liquidation Banks and other Depository Institutions Behavioral and experimental finance Bibliometric and Scientometric studies of finance Capital budgeting and corporate investment Capital markets and accounting Capital structure and payout policy Commodities Contagion, crises and interdependence Corporate governance Credit and fixed income markets and instruments Derivatives Emerging markets Energy Finance and Energy Markets Financial Econometrics Financial History Financial intermediation and money markets Financial markets and marketplaces Financial Mathematics and Econophysics Financial Regulation and Law Forecasting Frontier market studies International Finance Market efficiency, event studies Mergers, acquisitions and the market for corporate control Micro Finance Institutions Microstructure Non-bank Financial Institutions Personal Finance Portfolio choice and investing Real estate finance and investing Risk SME, Family and Entrepreneurial Finance