数智营销驱动商业企业高质量发展研究  

Research on High Quality Development of Commercial Enterprises Driven by Digital Intelligence Marketing

作　　者：孔祥超[1] 张国良 KONG Xiangchao;ZHANG Guoliang(School of Management,Guangdong Peizheng College,Guangzhou 510830)

机构地区：[1]广东培正学院管理学院,广州510830

出　　处：《吉林农业科技学院学报》2023年第1期58-61,共4页Journal of Jilin Agricultural Science and Technology University

基　　金：广东培正学院科研项目(22PZXJQN001);广东省教育厅高校特色创新类项目(2020WTSCX105);2021年广东省教育厅高等教育教学改革项目(612)。

摘　　要：数智化时代商业企业面临用户属性变化、企业边界模糊、行业门槛降低三大挑战以及新e代商业用户出现、批发零售终端重构、线上线下加速融合三大机遇。商业企业可以通过数智营销驱动业务重组、组织重构、服务优化、数据共享来重塑营销价值链,以形成个性化C2B、供应链协同、柔性化生产等配套的数智营销体系,并持续对数智化信息系统改造、围绕用户优化数智营销平台、全渠道数智化经营建设、全链路数智营销创新等变革以致完善。In the era of digital intelligence,commercial enterprises are facing three challenges:changes in user attributes,blurred enterprise boundaries and lower industry threshold,as well as three opportunities:the emergence of new e-generation commercial users,the reconstruction of wholesale and retail terminals and the accelerated integration of online and offline.Commercial enterprises can reshape the marketing value chain through digital intelligence marketing driving business restructuring,organization restructuring,service optimization and data sharing,in order to form a digital intelligence marketing system supported by personalized C2B,supply chain coordination and flexible production,and continue to improve the transformation of digital intelligence information system,user-centered optimization of digital intelligence marketing platform,all-channel digital intelligence management construction,full-link digital intelligence marketing innovation and other changes.

关 键 词：数智营销 商业企业 高质量发展 

分 类 号：F274[经济管理—企业管理]