大数据时代下企业市场营销策略研究

Research on Enterprise Marketing Strategy in the Era of Big Data

随着线上网络平台在市场上占据着越来越多、越来越重要的地位,更多企业意识到大数据带来商机的同时,也注意到自身的发展面临的困境。本文以大数据时代为调查背景,中小企业为企业代表研究对象,探究大数据在新时代的关键性作用,以及处于大数据时代下企业的市场营销现状,通过swot分析和企业营销五大困境的分析,从产品、服务、人才、宣传、技术五个方面提出新策略,以往在大数据时代下为不同行业的中小企业提供有效借鉴。

As online network platforms occupy more and more important positions in the market,more and more enterprises realize the business opportunities brought by big data,but also pay attention to the difficulties faced by their own development.This paper takes the era of big data as the investigation background,small and medium-sized enterprises as the representative research object of enterprises,and explores the key role of big data in the new era,as well as the current marketing status of enterprises in the era of big data,through swot analysis and analysis of the five major dilemmas of enterprise marketing,put forward new strategies from five aspects of products,services,talents,publicity and technology,and provided effective reference for small and medium-sized enterprises in different industries in the era of big data.