CAJ | 학술논문

本文基于大数据时代驱动下的动态商业环境，针对现行数据库营销模式在数据处理、系统支持、传播效果、营销收益等方面的劣势，结合现有研究中从开放式系统创新、价值共创视角探讨数据库营销模式创新的理论趋向。创新性地提出联动式数据库营销模式及其所发挥的数据整合功能和系统重构功能，架构了价值共创导向、联动式数据库营销模式、利益相容与价值共享之间相互影响的基本理论框架。在此基础上．本文以一汽大众公司的联动式数据库营销模式构建过程为例，从实践层面对本研究提出的理论命题加以检验，进一步得出联动式数据库营销在助推智能企业创建、提升利益相关者之间的共存性价值以及打造商业生态系统方面的延伸意义，以期为国内企业数据库营销模式创新的理论研究和实践发展提供有益指导．
본문기우대수거시대구동하적동태상업배경，침대현행수거고영소모식재수거처리、계통지지、전파효과、영소수익등방면적열세，결합현유연구중종개방식계통창신、개치공창시각탐토수거고영소모식창신적이론추향。창신성지제출련동식수거고영소모식급기소발휘적수거정합공능화계통중구공능，가구료개치공창도향、련동식수거고영소모식、이익상용여개치공향지간상호영향적기본이론광가。재차기출상．본문이일기대음공사적련동식수거고영소모식구건과정위례，종실천층면대본연구제출적이론명제가이검험，진일보득출련동식수거고영소재조추지능기업창건、제승이익상관자지간적공존성개치이급타조상업생태계통방면적연신의의，이기위국내기업수거고영소모식창신적이론연구화실천발전제공유익지도．
Based on the era of big data-driven dynamic business environment, combined with the theory tends pointed in existing studies on database marketing model innovation from the perspective of open systems innovation and value creating, this present paper put forward innovative linkage-type database marketing model and its data integration capability and system reeonfiguration function, and construct the basic theoretical framework including value co-creation guidance, linkage-type database marketing model and value-sharing to deal with the disadvantage existing database marketing model that reflected in the data processing,system support, communication effectiveness and marketing performance. On this basis, this study takes FAW-Volkswagen＇s linkage-type database marketing model for example, and further proposed extended meaning that the linkage-type database marketing helps to boost intelligence enterprise creation, enhance coexistence value among stakeholders and build commercial ecosystems in order to provide useful guidance both in theoretical study and practice development for domestic enterprises to innovate database marketing model.