企业数字化转型及营销体系研究

中小企业面临的市场竞争和经营环境比大型企业更加激烈和复杂。选择适合企业自身发展的战略,可以帮助企业实现长期稳定的发展和持续的竞争优势。该文首先系统性地提出一个相对完善的企业数字化转型体系,包含生产数据透明化体系、生产数据管控体系、生产智能化运营体系和数字工厂智能制造体系。其次,研究基于平台架构的企业数字化营销体系。然后,研究基于营销渠道的企业数字化营销体系。最后,给出企业数字化转型实施案例。企业数字化转型体系可以实现生产过程的全面数字化,使得企业可以更好地掌握市场需求和产品信息,快速响应市场变化,提高产品质量和生产效率。同时,数字化转型体系还可以实现企业内部各部门之间的协同工作,提高工作效率和团队协作能力,降低生产成本,提高企业的市场竞争力。

The market competition and operating environment faced by small and medium-sized enterprises are more fierce and complex than large enterprises.Choosing a strategy suitable for the enterprise's own development can help the enterprise to achieve long-term and stable development and sustainable competitive advantage.Firstly,this paper systematically puts forward a relatively perfect enterprise digital transformation system,including production data transparency system,production data management and control system,production intelligent operation system and digital factory intelligent manufacturing system.Secondly,the enterprise digital marketing system based on platform architecture is studied.Then,the enterprise digital marketing system based on marketing channel is studied.Finally,an implementation case of enterprise digital transformation is given.The enterprise digital transformation system can realize the overall digitization of the production process,so that enterprises can better grasp the market demand and product information,quickly respond to market changes,and improve product quality and production efficiency.At the same time,the digital transformation system can also achieve collaborative work among various departments within the enterprise,improve work efficiency and team cooperation ability,reduce production costs,and improve the market competitiveness of enterprises.