大数据时代下企业营销数据管理的整合与创新路径分析

Integration and Innovation Path Analysis of Enterprise Marketing Data Management in Big Data Era

大数据时代背景下,数据管理模式有了很大的改变。为了迎合时代发展,企业也应当加快营销数据管理模式的创新。只有这样,才能提升企业的核心竞争力,促进企业的长久发展。本文就此展开了讨论,首先简单分析了大数据时代背景下的数据特征,进而结合实际分析了企业所面临的挑战,最后,分别阐述了企业营销数据管理整合方法及营销数据管理创新路径。

Under the background of big data era,data management mode has changed greatly. In order to cater to the development of the times,enterprises should also accelerate the innovation of marketing data management mode. Only in this way can we enhance the core competitiveness of enterprises and promote their long-term development. This paper starts with a brief analysis of the characteristics of data in the era of big data,and then analyses the challenges faced by enterprises in the light of the reality. Finally,the integration method of enterprise marketing data management and the innovation path of marketing data management are elaborated respectively.