人工智能背景下现代企业市场营销的战略思考

Strategic Thinking on Modern Enterprise Marketing under the Background of Artificial Intelligence

人工智能技术在市场营销领域的应用既有利又有弊,利在于便利了企业,弊在于具有数据隐私、算法偏见等不足。现代企业怎样使用人工智能来优化市场营销活动已经成为企业的着重关注点。本文通过梳理以前的文献资料,进一步分析了人工智能营销的内涵、优势、趋势、挑战和对策等问题,以期能为现代企业市场营销战略布局提供参考。

The application of artificial intelligence technology in the field of marketing has both advantages and disadvantages. The advantages lie in the convenience of enterprises, while the disadvantages lie in the shortcomings of data privacy and algorithm bias. How modern enterprises use artificial intelligence to optimize marketing activities has become a major concern of enterprises. By combing the previous literature, this paper further analyzes the connotations, advantages, trends, challenges and countermeasures of artificial intelligence marketing, so as to provide references for the marketing strategy layout of modern enterprises.