摘要
大数据早已渗透到社会各行各业中,成为推动我国社会经济发展的“主力军”。对于企业而言,利用大数据实现市场营销创新是提升企业营销能力、优化企业资源配置的有效举措。在此背景下,文章从大数据时代和市场营销的两大核心概念出发,先简要介绍了两个概念的内涵,分析了大数据时代对企业市场营销的积极影响以及市场营销可能面临的问题;最后回归现实,结合实际工作经验和国内研究成果综合分析,细致剖析了大数据时代下企业市场营销战略的创新策略,旨在为企业市场营销提供有价值的参考。
Big data has penetrated into various industries in society and has become the"main force"to promote China's socio-economic development.For enterprises,implementing marketing innovation through big data is an effective measure to enhance marketing capabilities and optimize enterprise resource allocation.Based on this background,the article starts from two core concepts of the big data era and marketing.It first briefly introduces the connotations of these two concepts,analyzes the positive impact of the big data era on enterprise marketing,and the potential problems that marketing may face.Finally,returning to reality,combining practical work experience and domestic research results,a comprehensive analysis is conducted to carefully analyze the innovative strategies of enterprise marketing strategies in the era of big data,aiming to provide valuable references for enterprise marketing through research.
作者
闫紫函
YAN Zihan(Sias University,Zhengzhou 451150,China)
出处
《商业观察》
2024年第4期37-40,共4页
BUSINESS OBSERVATION
关键词
大数据时代
企业
市场营销战略
创新策略
the era of big data
enterprise
mar keting strategy
innovation strategy
